C How did you come up with the idea for balls, and why did you decide to shoot the whole thing live?
JC I was just trying to do something amazing with color. We were launching this new TV, the tag was "color like no other." It's just a child's dream. There's something really melancholic or nostalgic about it. When we went to shoot it, there was a chance that we would need to enhance it in postproduction but when we saw the video after the first launch, it was just how you imagined it. It became a silly obsession to just leave it real because what it was already was fantastic.
C You also just did some new Walkman spots that seem more product-focused. Why did you choose that direction?
JC With Bravia, it's about what's inside the telly. With Walkman, the product is completely different. You don't know what it is, a cellphone? What is it? We had to show that. In the beginning of the spot it looks a little like a pill. For me, music is addictive. When I wake up, I need a track to get to work and when I'm working, music is my drug. It's big on the message, for a brand to talk about a music like that, "have balls" from a different angle, in a way.
C Is there a thread to the work you do?
JC Whatever project I work on, I want to be respectful to the audience. Ads sometimes tend to shout too much and I like to not underestimate or patronize anyone. If someone wants to tell you something, make the best of that moment. I'm going to tell you what you need to buy or buy into, but I want to give you a reward for watching. If the audience is going to be there, you have to give them something in return.
C What's most challenging about being a creative today?
JC My challenge is to get to a place where I don't really know if it's good or not, but I really want to do it, and am so desperate to try. I think the client has to get to that point too. If you say, "You have this and it's going to work," probably it's not going to work. That's the moment that advertising becomes cliche and has a structure, or becomes obvious. Finding that balance of thinking it's good but not being sure-that's everything.