Fabio Seidl from LAPIZ: The influence is on inspiration and execution

For Fabio Seidl, creative director SVP at LAPIZ, relevance is key in campaigns. In statements to PRODU he thinks that creativity has to do with ideas and not with demographics. He maintains that influence is on inspiration and on execution.”The twist is when you know how to make something relevant for the audience, make people want to share or participate. Pop culture has been receiving inspiration from everywhere. Music is about a mixture of influences. Movies are about editing different emotions,” he says. Regarding creativity and Total Market, Seidl explained that the two terms cannot be conditioned.”We are open people who create stories, ideas, even jokes about behaviors, truths, fears, cultural heritage, so maybe it has more to do with total training, total relevance, let’s call it total ideas, so to speak.”