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At the time of this interview, Bianca is an Executive Creative Director and a founding partner at Mischief. She also refers to herself as an advocate for women in our industry. Bianca is behind culture-creating work, which has shifted societal perception of the world's biggest brands, as well as the toughest issues.
Her work has been nominated for multiple Emmys (going on to win one) and has won more than 100 awards internationally. Here’s a short selection of Bianca’s most outstanding works: Kraft Mac&Cheese: Send Noods • Sandy Hook Promise: Back-To-School Essentials • Goldfish: Chilean Sea Bass • Tubi: Super Bowl Interface Interruption • Pizza Hut: Personal Pan • Represent Us: Dictators
Table of Contents
This interview is organized into 5 core parts. Here’s what we covered:
Part 1. Foundations & Mindset
(01:14) Bianca’s Creative Call
(03:25) On Decision Making
(04:55) About Knowing What You Like
(06:35) On Confidence
(09:14) On Building Confidence
(10:49) On Competition
(12:36) On Failure
(14:27) On Responding To Feedback
(15:49) On Pressure
(17:42) On Control
Part 2. Concepting
(19:45) On Strategic Thinking
(24:05) What To Look For In Every Brief
(25:27) First 24 Hours Tackling The Brief
(27:11) On Research And References
(29:22) On First Ideas
(30:20) On Simplifying Ideas
(31:40) Ideating Hack: Collect Questions
(32:41) Ideating Hack: One Idea Per Minute
(34:07) What Works When You’re Stuck
(35:37) On Creating Buzzy Ideas
(37:32) The Importance of Naming Ideas
(38:36) Inside Mischief’s Playbook For PR
Part 3. Presenting Work
(41:12) On Presenting The Work
(44:34) On Presentation Skills
(47:15) On Presenting Bold Ideas
(50:00) On Presenting Proactive Ideas
(51:01) On How Many Ideas To Present
(52:44) When Clients Are Killing The Best Idea
Part 4. Creative Direction & Leadership
(54:18) On Building Client Trust
(57:51) What Makes a Good Client
(59:11) Transition To Creative Direction
(1:00:33) The Role Of The Creative Director
(1:02:06) The Trap Of Chasing Approval As a Creative Director
(1:03:08) Effective Feedback In Creative Reviews
(1:04:27) When The Team Is Not Delivering
(1:05:45) On Trusting Your Team
(1:06:45) The Ideal Creative On Bianca’s Team
(1:07:59) What To Ask In Creative Interviews
(1:09:33) On Agency Culture
Part 5. Craft
(1:11:08) Bianca’s Approach To Craft
(1:12:20) Bianca’s Approach To Art Direction
(1:14:12) On Not Having a Single Style
(1:15:41) What To Look For In a Treatment
(1:16:53) On Planning For a Shoot
(1:17:48) The Creative’s Job During a Shoot
(1:18:42) General Notes On Case Studies
(1:19:46) On Crafting Case Studies
(1:22:19) Point Of View Vs. Craft
Sneak Peeks
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