The Basel-based communications agency bom! has developed the corporate identity for the Canton of Basel-Stadt’s new climate development program, Klimpact. According to the agency, the result is a colorful, playful visual identity designed to convey complex climate issues in a simple and understandable way, spark curiosity, and encourage participation.

Klicmpact Corporate Identity: Lightness Instead of Sacrifice

According to the press release, anyone who wants to inspire people with new ideas and motivate them to take action must address them in a positive way. This is particularly crucial when it comes to climate communication. Instead of lecturing or using abstract messages, bom! focuses on lightheartedness, humor, and direct, understandable language as part of Klimpact’s identity. The focus is not on problems and sacrifice, but on the opportunities to make everyday life more climate-friendly.

«Through intensive discussions with the project managers, we delved into the subject matter and developed the communication strategy. The challenge was to remain scientifically precise while at the same time communicating in a lighthearted, understandable, and engaging way,» explains Maja Hartmann, Creative Director at bom! communication.

Collages Related to Basel

At the heart of the corporate identity are collages that combine people, everyday objects, and surprising elements. The visual style is colorful, vibrant, and full of details waiting to be discovered. Basel is present in every collage—sometimes obvious, sometimes only apparent at second glance. Klimpact is not meant to remain abstract, but rather to be anchored in the everyday lives of Basel’s residents.

Cardboard displays, stickers, and postcards

The playful design runs through all communication channels. For the launch event on October 12, 2026, bom! developed, among other things, large-format cardboard displays and stickers that bring the visual world to life in a three-dimensional way.

To ensure that Klimpact remains visible beyond the event, sticker postcards will be distributed throughout the city via the Kulturbox. The campaign will be rolled out in phases. Additional measures, including social media posts and videos, will follow to raise Klimpact’s profile across various channels.

Ideas for a More Climate-Friendly Daily Life

Klimpact is a development program run by the Climate Office of the Canton of Basel-Stadt. It supports new initiatives and solutions for a more climate-friendly everyday life. The program focuses on consumption, food, and mobility—three areas in which many of the emissions generated originate outside the canton’s borders. We are looking for ideas that make repairing and reusing easier, make sustainable eating more appealing, or simplify climate-friendly travel.

More information: https://www.bombasel.ch

Contact person at bom! communication: Maja Hartmann (Creative Direction, Consulting), Simone Hörler, Ephraim Ebertshäuser, Jana Wüst (Graphic Design)

Person in charge at the Canton of Basel-Stadt: Barbara Tank (Communications), Christine Ziegler and Christian Schirmer (Project Management), Climate Office

Noord has strategically and visually repositioned Swissolar. Swissolar’s brand identity is based on the brand message «Solar—It Goes Without Saying» and a flexible design system. Both elements highlight the industry association’s expanded mission: Swissolar connects people, solar power generation, and energy storage to help shape the energy system of the future. The new identity will be unveiled on October 20, 2026, at the Swissolar Battery Congress at Trafo Baden.

Swissolar's Brand Identity: From Solar Association to System Player

Solar energy is playing an increasingly pivotal role in Switzerland’s electricity supply. As a result, storage, control, and the integration of technologies are becoming more important. This development is shaping the association’s new positioning: It is increasingly opening itself up to cross-technology approaches and stakeholders. Its focus is on a functioning energy system with a high share of solar power.

The brand message developed by Noord, «Solar—A Matter of Course,» captures this idea perfectly. It represents an industry whose solutions are intended to become an integral part of the energy supply. At the same time, it lays the groundwork for communicating the association’s goals to society at large, beyond the professional community.

A Logo as a Visual System

According to Noord, solar cells, storage systems, and people have something in common: they unleash their power through scaling, as individual elements come together to form larger systems. This principle underpins the new brand. The logo is not a symbol, but a variable system that grows from the smallest unit into a powerful whole. Its lines symbolize the interplay of the many decentralized elements that make up a resilient energy system. In this way, the design goes beyond the sun as an industry symbol and incorporates Swissolar’s expanded role.

The logo can be customized using a specially developed app and applied with varying degrees of visual prominence: from a subtle sender identifier on business stationery to a prominent design element on posters and in digital applications. The name “Swissolar” thus becomes a defining element of the brand identity.

Purple and bright yellow, together with black and white, create a high-contrast color palette. The design system gives the association room for both factual information and expressive communication. It is intended to create brand recognition across topics and channels and to visually distinguish Swissolar from its members and the numerous providers in the industry.

From positioning to implementation

Noord is responsible for the positioning, brand message, guiding principle, and overall corporate design. The agency developed numerous digital and print applications as well as templates for the association’s day-to-day communications. Noord is responsible for the website’s art direction, while DachCom handles the technical implementation.

The first applications are already in use. The official launch of the new brand identity will take place at the Swissolar Battery Congress on October 20, 2026, at Trafo Baden.

Many people carry around a sense of uncertainty about financial matters for too long. This is exactly where the new BLKB campaign comes in: it emphasizes that clarity comes from conversation. At BLKB, this is called «genuine advice.» According to the bank, it listens to its customers, understands them, and works with them to clarify the next steps.

A Common Thread Throughout the Text

At the heart of the BLKB campaign is the phrase «Genuine advice brings clarity.» A red thread covers parts of this statement and represents «financial jargon.» As the text is read from left to right, the tangle unravels.

According to the press release, the common thread symbolizes the impact of genuine advice. At the same time, it highlights the BLKB’s role: the bank stands by its customers. Through dialogue, the bank helps customers make sense of their financial situation and, together with them, clarifies the next steps.

Consultation, Not a Sales Pitch

BLKB does not view advising as a sales pitch. For BLKB, advising begins with listening and understanding each client’s individual situation. The campaign is also intended to be reflected in BLKB’s advising services. The bank does not make decisions for its clients; rather, it lays the groundwork for clear decisions.

Getting Started with OOH and DOOH

The campaign will launch on October 19, 2026, with OOH and DOOH creatives. In early 2027, the campaign concept will be further developed, and the central theme will be explored through specific questions.

Person in charge at BLKB: Sven Zgraggen (Head of Marketing), Hannah Klotz (Team Lead, Campaigns & Content), Thomas Müller (Campaign Manager), Piera Killias (Content Manager), and Miriam Sterk (Graphic Designer)

Responsible at Farner: Daniel Jörg (Chief Strategy Officer), Ondrej Maczko (Creative Director), Patrick Suter (Copywriter), Marina Tanner (Junior Art Director), Alex Sofranac (Motion Designer), and Nina Schennach (Consultant)

Person in charge at Foreal: Konstantin Twardzik, Dirk Schuster, and Benjamin Simon

This coming Sunday, the clocks will be set back, and it will get dark an hour earlier in the evening. The Swiss Central Association for the Blind (SZBLIND) is using this moment as an opportunity to remember people whose eyesight is lost or is deteriorating. With «Augelüüchte,» the SZBLIND is launching a cross-media fundraising and awareness campaign. The idea comes from Spinas Civil Voices.

SZBLIND Eye Lights: A Pair of Candles as a Symbol of Unity

«Augelüüchte» aims to give a new emotional meaning to the often-unpopular moment of the clock change. People can order the specially designed pair of candles made from Swiss beeswax for 10 francs and let them burn at home as a quiet, bright symbol of solidarity. The campaign benefits people who are blind or have hearing and vision impairments.

From the Ad to the Email Journey

The campaign is designed to attract attention, inspire enthusiasm, and connect new people with SZBLIND and its work. Social media and Google Ads, as well as an email campaign, direct users to the landing page where they can place an order. A follow-up email series introduces these new contacts to SZBLIND’s work and invites them to provide further support.

A recurring moment as a point of reference

By tying in with an annual event, «Augelüüchte» has the potential, according to the press release, to evolve into a quiet, luminous ritual in the future. Makes sense, doesn’t it?

Responsible at SZBLIND: Martin Nideröst (Head of Marketing and Fundraising)

Responsible at Spina's Civil Voices: Susi Kammergruber (Creative Director, Strategy), Nicolas Stark (Art Director), Beat Egger (Copywriter), Conny Geibel (Head of Cross-Media Strategy), Eric Schwegler (Digital Marketing Consultant), Kadir Demirtas (Production)

The new Terre des hommes promotional film is titled «A Signature Changes Lives.» The TV commercial, produced by the Lausanne-based production company Pain Fromage Studio, shows how a bequest in a will impacts the lives of children around the world. The cast consists almost entirely of in-house staff members. The children in the film are primarily from the foundation’s local community. The spot is currently airing on all SRG channels in German, French, and Italian.

Terre des hommes promotional video makes the invisible visible

According to the foundation, Pain Fromage Studio’s commercial portrays in a realistic and emotional way what is often overlooked when it comes to a bequest: the positive impact on children that extends beyond one’s own lifetime. The production company was founded in 2024 by actors and satirists Vincent Kucholl and Vincent Veillon, known for shows such as «Bon Schuur Ticino,» «Tschugger,» and RTS’s «52 minutes.» They were joined by their longtime collaborators Maude Golay and Vincent Sager. This marks Pain Fromage Studio’s first collaboration with Terre des hommes.

In-House Casting for Authenticity

To tell the story as authentically as possible, nearly the entire cast comes from within the foundation. Lydia, an accountant in her day job, plays the doctor. Anaïs, who normally specializes in migration and child protection, takes on the role of the teacher. Just under half of the children are from the immediate families of the actors; the rest come from the wider Terre des hommes community. A professional casting call was held only for the lead role.

The voice-over artists for all three language versions were also selected from within the organization. Pascal Pittet provides the voice for the French version. He worked for Terre des hommes for 39 years, serving as the director of bequests from 2018 to 2026. Since his retirement in April, he has continued to volunteer with the organization. The narrators for the German and Italian versions are also employees.

You can watch the German version of the commercial here:

«That's What Counts» Campaign for Social Media and Out-of-Home Advertising

The 42-second spots will air in October on all SRG channels. At the same time, the new fundraising campaign, with the slogan «That counts,» launched on Monday, October 19. The ads are designed to highlight that even small donations can make a real difference in children’s lives. The campaign will be visible starting October 19 in outdoor advertising in Zurich, Bern, Lausanne, and Geneva, as well as online.

The French version of the commercial is also available online:

The Federal Office of Public Health’s (FOPH) LOVE LIFE campaign is now focusing on the 16- to 26-year-old age group. Every year in Switzerland, around 90,000 young people have their first sexual experiences. Some of them, even at a young age, belong to population groups at increased risk of contracting HIV or other sexually transmitted infections (STIs).

The LOVE LIFE campaign complements the school curriculum

This age group was chosen because it is heavily exposed to this issue. According to the cantonal curricula, HIV/STI prevention is also part of the school curriculum. The campaign provides clear and practical information on safer sex, thereby supplementing what is taught in school.

The campaign focuses on the realities of young people’s lives. LOVE LIFE reaches them in their own language and through the channels they use, especially on social media. Through formats such as videocasts and short videos, the campaign provides information on safer sex and maintaining sexual health.

Online and Offline Dialogue

At the same time, the campaign creates space for exchange, dialogue, and active participation. Teens and young adults can ask questions both offline and online, voice their concerns, and engage with relevant topics. The campaign provides links to additional resources, such as the lovelife.ch website and the Safer Sex Check, which offers personalized protection and testing recommendations.

«Thanks to Switzerland’s pioneering work in the prevention of HIV and viral hepatitis, as well as improved treatment options, we have already achieved a great deal. However, there are still several hundred new infections each year,» said FOPH Director Anne Lévy at the launch of the campaign. It is therefore important to stay the course and provide young people with reliable information.

Parham Sendi, an infectious disease specialist and head of the Communicable Diseases Division at the FOPH, believes it makes sense to raise awareness early on, «so that young people know how to protect themselves from infections.» The Federal Commission on Sexually Transmitted Infections (EKSI) also supports this approach. President Milo Puhan explains: «After all, safer sex will only become firmly established in the population if each new generation is made aware of it.»

Part of a national prevention program

The LOVE LIFE campaign is one of the measures included in the National Program «Stop HIV, Hepatitis B, Hepatitis C, and Sexually Transmitted Infections (NAPS)» adopted by the Federal Council. Its goal is to ensure that by 2030, there will be no new transmissions of HIV or the hepatitis B and C viruses in Switzerland. The number of other sexually transmitted infections is expected to decline.

The campaign is jointly sponsored by the FOPH, Aids-Hilfe Schweiz, and Sexuelle Gesundheit Schweiz. An estimated 450,000 Swiss francs per year is expected to be available for this purpose from 2026 to 2029.

The Basel-based branding agency Suan has developed the exhibition poster and promotional materials for the Basel Historical Museum’s new special exhibition, «Nuclear Power—Your Decision.» Following their collaboration on the rebranding project, the museum has once again turned to the agency.

Basel Historical Museum: A Controversial Topic in the Spotlight

The exhibition focuses on nuclear energy, one of the most controversial topics of our time. Against the backdrop of climate change, energy supply, and social responsibility, visitors will learn about different perspectives, weigh the arguments, and form their own opinions.

Suan developed the visual communication for the exhibition, ranging from the key visual to the poster campaign, print media, and digital applications. According to the agency, the goal was to convey the theme in an eye-catching and aesthetically pleasing way, to spark curiosity, and to generate enthusiasm for the exhibition among a broad audience.

Collaboration with Suan Will Continue

Suan had already developed the exhibition communications for the Basel Historical Museum’s special exhibition «Treasure Finds—Hidden, Lost, Discovered.» In May 2026, the museum’s rebranding—developed by the agency—was also launched. The collaboration continues with «Nuclear Power—Your Decision.».

The special exhibition will be on view from October 15, 2026, through July 4, 2027, at the Barfüsserkirche in Basel.

Person in charge at the Basel Historical Museum: Bettina Lotz, Head of Communications; Micha Gasser, Digital Communications; Benjamin Mortzfeld, Curator; Marc Zehntner, Director. Contact person at Suan: Déborah Mayer, Senior Art Director; Domenico Bellantuono, Art Director; Erica David, Art Director; Rani Cha, Trainee; André Konrad, Creative Director; Susanne Hartmann, Creative Director.

Brack Business is launching its first-ever national branding campaign. Under the tagline «Not your job. Our job,» the business customer division of online retailer Brack specifically targets startups, schools, government agencies, SMEs, and large corporations. The campaign focuses on procurement-related tasks that take up time in the day-to-day work routine but are not part of the actual core business.

Whether it’s «Chief Coffee Capsule Officer,» «Head of Office Chair Evaluation,» or «Paper Ordering Instructor»: With deliberately exaggerated job titles, Brack Business draws attention to administrative and organizational tasks that distract employees from their actual duties. The message behind this: Companies should be able to focus on their core business, while Brack Business handles the procurement.

«No one wanted to become a teacher just to type up supply lists, and no one starts a startup just to choose cable channels,» says Roman Reichelt, Chief Marketing & Communications Officer at Brack.Alltron. With specialized offerings, product lines, IT integrations, and special terms for businesses, Brack Business aims to free up time for its customers to focus on more important tasks.

Focus on long-term brand building

The campaign was developed in-house in collaboration with freelance creative Lorenz Clormann. The media mix includes trade publications, digital channels, and target-audience-specific formats. Brack Business focuses on long-term brand building and clear positioning rather than short-term communication initiatives.

This trend stems from the increasing demands placed on procurement managers. According to Brack Business, factors such as product availability, process reliability, streamlined workflows, services, and personalized support are becoming increasingly important alongside costs and budgets. «Processes must be designed efficiently, budgets must be adhered to, and supply chains must be reliably secured,» says Ousama Ouso Atrache, Head of B2B Sales at Brack.Alltron and head of Brack Business.

Partnerships as Additional Points of Contact

As part of the campaign, Brack Business is expanding its presence in relevant business networks. It has formed new partnerships with the Swiss Venture Club (SVC), Swiss Startup Nights, and the Ladies Drive business network.

Through the SVC, the company aims to reach out specifically to small and medium-sized enterprises (SMEs) and participates in events in German- and French-speaking Switzerland. The partnership with Swiss Startup Nights is designed to support young companies from the very beginning—from the first workstation to equipping entire teams.

In addition, Brack Business is now the main partner of the Business Sisterhood Swiss Ladies Drive. The partnership encompasses various events and touchpoints within the network, including the Female Innovation Forum, where Brack Business sponsors the «Innovator of the Year Award.».

Through these partnerships, the company aims to bring the campaign promise to life beyond traditional advertising channels. Central to this is its positioning as a procurement partner that supports companies through efficient processes and personalized service.

With the "Swiss Wine" campaign, Swiss Wine Promotion—the national promotional body for Swiss wines—is launching its first large-scale campaign. It was developed in collaboration with the agency Family. The campaign tells the story of Swiss wine from two perspectives: with in-depth expertise for those in the know, and with a lighthearted touch for everyone who simply enjoys drinking good wine.

Swiss Wine Campaign: Breaking Down Barriers to Entry

According to the press release, the starting point was that technical jargon, appellations of origin, and traditional wine terminology can quickly seem complicated to people who aren’t very familiar with wine. Swiss Wine Promotion and Family therefore developed a strategic repositioning. The goal is to make Swiss wine as a category more accessible while at the same time highlighting its diversity and distinctiveness more strongly.

To this end, the positioning, target audiences, and tone of voice were refined and integrated into a consistent brand identity. In addition, a five-step communication model was developed that is tailored to the needs of Swiss Wine Promotion, its members, and its retail partners. At the heart of this is the new category promise: «surprisingly diverse.».

Two Halves, One Message

Under the tagline «For connoisseurs. And everyone else,» the campaign brings together two perspectives. Some are interested in vineyard sites, grape varieties, vintages, and winemakers« styles. Others mainly want to know whether the wine is »super tasty,« »truly regional,« or »sparkling.” On posters, digital out-of-home displays, and in print materials, each group gets its own half of the ad, with its own message, its own Swiss Wine logo, and its own website link. The links lead to a landing page for connoisseurs and one for everyone else.

At OOH locations with longer viewing times, technically worded benefits are contrasted with their everyday-language translations. Where viewing times are shorter, the campaign avoids longer headlines and juxtaposes the two worlds purely visually. In digital advertising formats such as Digital Out of Home and display ads, short, three-word headlines for those in the know are paired with a concise, one-word translation.

In print ads, the campaign takes the opposite approach: one page, aimed at connoisseurs, describes Swiss wine in great detail—almost novel-length—while the other half conveys the same message in just a few words. In terms of content, the messages focus on taste, regional character, craftsmanship, and diversity.

TV Commercials and Media Strategy

Three TV commercials, which air during primetime, complement the campaign with humorous storytelling. In them, wine connoisseurs encounter novices who have their own unique ways of choosing, talking about, or enjoying wine. The campaign doesn’t make Swiss wine any simpler than it is, but it does make it more accessible. Expertise remains part of the appeal, but it isn’t a prerequisite.

Since October 8, the campaign has been running throughout Switzerland in all three language regions and across all relevant channels, with a special feature at the Olma trade shows in St. Gallen. The Family Media Unit (FaMe) is responsible for media strategy, planning, and execution. It developed a media strategy focused on awareness that takes regional characteristics and the national scope into account. The 360° media mix is also designed to allow for a high degree of flexibility, particularly when dealing with the varying restrictions on alcohol advertising that apply depending on the region and channel.

Responsible at Swiss Wine Promotion: Pierre-Alain Bapst (Managing Director), Océane Gex (Deputy Managing Director), Christophe Théodoloz (CMO), Pauline Berchier (Project Manager)

Responsible at Family: Philip Meier, Tobias Peters, David Voges, Cédric Fuchs, Cécile Ducourant, Severin Binkert, Christian Stüdi, Cosima Pereira (Kreation), Johnny Grubenmann, Jan Walser, Florian Weitzel (Creative Direction), Anina Trachsler, Tayba Babar (Beratung), Ruwanie Hayoz (Agency Producing), Mark Becher (Strategie), Marc Ambühl, Mery Wunderlin (Postproduction), Claudio Catrambone, Svenja Hässig (Gesamtverantwortung), Fernando Leyra

Person in charge at Family Media Unit FaMe: Mareike Hofer, Lucas Mariétan

Film Production at Shining Film: Stefan Bircher (Executive Producer), Mirjam Fröhlich und Lukas Fröhlich (Regie), Nathalie Maibach (Line Producer), Pascal Walder (DoP), Rafeal Starman (Grading), DubDub Studios (Audio), Lorenz Wahl (Bildbearbeitung)

The Lidl Switzerland campaign runs from October 12 to November 8, 2026, and is being implemented nationwide in collaboration with WWF Switzerland. Under the slogan «Faites-vous du bien,» the two partners aim to raise awareness about mindful eating. According to their own statements, they are focusing on plant-based diversity and simplicity in everyday life rather than on deprivation or moralizing. The campaign is based on the scientific Planetary Health Diet and aims to show how everyday meals can be made simple, tasty, and resource-efficient.

Lidl Switzerland Campaign: The Shopping Cart as a Lever

About one-third of global greenhouse gas emissions come from food production. According to the statement, a plant-based diet is considered a key strategy for reducing environmental impact. Plant-based meals generally require fewer resources, such as water, than animal products and result in lower CO₂ emissions.

Mariella Meyer, Senior Manager of Corporate Sustainability at WWF Switzerland, says: «What we put on our plates has a major impact on our environment. Plant-based proteins are among the most effective ways to achieve a more sustainable diet. There’s no need for a radical change. Eating lentils, chickpeas, or nuts more often is a positive step for both the environment and our health.»

The Planetary Health Diet as a Scientific Foundation

The campaign is based on the EAT-Lancet Commission’s Planetary Health Diet. The concept calls for vegetables, fruits, whole grains, legumes, and nuts to form the basis of the daily diet. Animal products play a supplementary role. While about two-thirds of the protein consumed in Switzerland currently comes from animal sources, this proportion is expected to drop to one-third in the long term.

According to the statement, a plant-based diet also offers immediate benefits for consumers: It is rich in fiber and contains fewer saturated fats.

Nadja Hauser, Head of CSR at Lidl Switzerland, explains: «With our »Faites-vous du bien’ campaign, we’re deliberately focusing on enjoyment and the pleasure of eating. Together with WWF Switzerland, we’re showing our customers how easy, delicious, and practical a balanced and varied diet can be in everyday life.”

Responsible at Lidl Switzerland: Nadja Hauser, Head of CSR. Responsible at WWF Switzerland: Mariella Meyer, Senior Manager, Corporate Sustainability.

TBWA\Zurich has launched a campaign against osteoporosis for the Swiss Rheumatism League. It went live just in time for World Rheumatism Day on October 12 and is intended to inspire people to take action.

People with osteoporosis are always at risk of suffering a bone fracture from even the slightest fall or mishap. This rheumatic disease causes bones to lose density and become porous.

Risk Assessment for People Age 50 and Older

To better combat the disease, the Swiss Rheumatism League has developed an osteoporosis risk assessment. It is designed to educate people over the age of 50 about osteoporosis. It is also intended to help them better assess their bone health and take appropriate action.

The digital knowledge tool will be promoted as part of the awareness campaign. At the same time, the campaign is intended to generate greater public awareness of the disease.

Cushioned Everyday Worlds: A Campaign Against Osteoporosis

The campaign features three visuals depicting everyday settings that are padded, wrapped, and cushioned. They exaggerate a simple truth: No environment can be made so safe and gentle that it reliably protects brittle bones from fractures. This makes it all the more important to be aware of the risk factors for osteoporosis and to address your own bone health early on.

Implemented in-house using AI

The visuals were created entirely in-house using AI. They were produced as still images for OOH, print ads, and other print materials. They were also animated for use in DOOH and online.

Responsible at Rheumaliga Switzerland: Annette Stolz (Executive Director), Tina Spichtig (Co-Director of Communications and Marketing), Daria Rimann (Public Relations and Projects), Zoé Burkhard (Research Associate)

Responsible at TBWA\Zurich: Manuel Wenzel, Sarah Rüegger, Selina Engeli, Naomi Gulla (Creative); Hekuran Avdili (AI Production); Claudia Sigg, Sina Gelin, Shari Jork (Consulting); Nicolao Negrello, Domenico Catena (Motion Design, Sound); Melanie Signer (DTP)

The PAM Advertising agency has developed a campaign for the Swedish electric car brand Polestar that focuses on fossil fuels and their use in road traffic. The result is three ad concepts that position a Polestar vehicle as a better alternative. The Polestar campaign takes a lighthearted approach.

Polestar Campaign with Three Powerful Messages

Drivers are being urged to crash the oil market by switching to Polestar. Another ad suggests reducing one’s carbon footprint by driving an electric car. The third ad recommends using oil only for salad.

From Posters to Social Media

The three campaigns are running throughout Switzerland. They range from traditional out-of-home posters to a mega-poster, as well as online and social media ads.

Responsible at Polestar: Nadine Romero (Head of Marketing); responsible at PAM Advertising: Parvez Sheik Fareed, Miro Pfister (overall responsibility and creative direction).