Award-winning executive creative director Ali Bati manages a variety of advertising campaign initiatives, from getting more people enrolled in an art school to helping preserve the planet’s biodiversity. But it always begins its process in the same way: “The key is to find the human truth,” he explains Entrepreneur Editor-in-Chief of Jason Feifer Magazine. “Market dynamics may be different around the world, but we essentially have more in common than we think.”
Bati talks about how an ad for a drawing school went into an incredibly viral meme about Game of Thrones
Recently, the World Wildlife Federation challenged Bati to launch a campaign that would draw attention to endangered animals. But instead of focusing on likeable, cuddly creatures, the campaign took a different approach. They represented how scary a world would be without sharks, scorpions and the like. “For a campaign to be appealing, it has to have tension so that people care more about it,” Bati explains. “When you look at it, it ignites a reaction or an emotion. And that’s what we wanted.”
Watch the full interview for more information on how Bati tackles new projects and how you can use the same creative process to deliver messages that connect with your audience.