Michael Graziano Knows There’s More Than One Way to Spin a Spot
When you spend over a decade in creative, advertising, and content roles, you learn that there is more than one way to be creative.
And when it comes to balancing big ideas and pushing creative boundaries, Michael ‘Graz’ Graziano has entrenched himself as an inveterate professional. That's why earlier this year, Michael was made creative director at Emotive, Sydney, where he embraces flexibility full-time.
His journey through various agencies has taught him the value of staying open-minded in the creative process, drawing inspiration from unexpected sources, and embracing the flexibility of creative thinking.
Speaking to LBB’s Tom Loudon, Michael discusses standout projects that have shaped his creative development, his approach to navigating the ever-evolving technology landscape, and the success of bringing back the Gobbledok on TikTok for Smiths Chips. He also reflects on the challenges and rewards of different roles in his career and the importance of pushing creative boundaries to capture and engage audiences in meaningful ways.
LBB> You have an impressive 10+ years of experience in various creative advertising, experiential, and content agencies. How has this diverse background influenced your approach to creativity and innovation?
Michael> Thank you. Working at various agencies has influenced me in many ways, but the most significant influence I’ve gained is realising that there is no one right way to be creative. It’s taught me to stay open-minded and look for inspiration in unexpected places because it’s often led to extraordinary solutions.
LBB> Your role as a creative director at Emotive comes after a creative journey spanning different agencies and roles. Could you share a standout project or campaign that has had a significant impact on your creative development?
Michael> Tough question. Every project has had some sort of impact on my creative development. But, if I had to pick one, it would be developing an in-app game for MyMaccas. I got to work with and learn a lot from a bunch of super-talented UX designers, digital producers, 3D animators and developers.
LBB> Your expertise includes creative use of technology, content, and OOH experiential. How do you navigate the ever-evolving landscape of technology to create engaging and impactful campaigns?
Michael> I try to stay up to date on new technology and, more importantly, on how and why people use it. This curiosity can sometimes lead to a campaign idea that connects with an audience in an unexpected way. After that, I collaborate closely with the production and tech experts who are bringing the campaign to life.
LBB> You've recently been involved in bringing back the Gobbledok on TikTok for Smiths Chips. Could you share some insights into how you approached this project and the creative strategies behind its success?
Michael> The Gobbledok had almost completely disappeared from our lives for over 20 years, so giving him the right angle for a new audience on TikTok – and his comeback for older fans – was crucial. That and a lot of chippies to lure him out of the pantry he’d been hiding in.
LBB> Your experience spans various roles, from senior art director to Creative Lead. How have these roles contributed to your holistic understanding of creative processes and campaign development?
Michael> I've worn different hats on different campaigns, and each has brought fresh experiences, perspectives, and insights. These have proven invaluable in bridging gaps and overcoming obstacles during various stages of campaign development. With each role, my level of understanding of how creativity works and how campaigns come together has deepened.
LBB> The press release mentions your enthusiasm for big ideas and understanding of platforms and technology. How do you balance these elements to create campaigns that resonate with audiences in unique ways?
Michael> Well, depending on the brief, I usually start with a big idea and then aim to balance it with a medium that I believe will connect with the intended audience in a unique way. From here, I collaborate with the wider team to validate and improve my approach. Finally, I collaborate closely with the platforms themselves and the production experts who bring the campaign to life.
LBB> You've been involved in integrated brand launches, content creation, and more. Could you share a challenge you've encountered during your career and how you creatively overcame it?
Michael> A common challenge I've faced in my career is a lack of structure and detail in presentations for social content projects. They often receive less attention and craftsmanship compared to more traditional campaign or TV script presentations. To address this creatively, I had to lead by example, establishing templates for others to follow.
LBB> Emotive's focus on making ideas that break moulds aligns with your creative philosophy. Can you elaborate on your perspective about pushing creative boundaries and thinking outside the box?
Michael> Audiences are more empowered than ever to ignore advertising. They can swipe out, turn off, and even block our advertising messages. It's more important than ever for brands to be empathetic and unexpected and for agencies to be strategically sharp and creatively adventurous. If we truly want to capture an audience's attention and leave a lasting impression, we need ideas that misbehave, push boundaries, and operate outside the box. We need to push for ideas that can’t be ignored.
LBB> As someone passionate about creating meaningful impact, how do you envision using your skills and expertise to contribute to Emotive's mission and vision?
Michael> Emotive has a long history of creating ideas that meaningfully change how people feel about brands. I believe that my skills and expertise will help continue this legacy forward by deepening their creative offering with even more unexpected ideas popping up in even more unexpected places.
