1First, tell us about yourself, your company, job profile, etc.
My name is Miguel Donnenfeld and I am the co-founder and director of Creativa Videos. With more than 25 years’ experience in telling stories and communicating through video and television, I delve into subjects and investigate the best angles for audiences.
At Creativa, I lead a group of inventive, inquiring and clever professionals to produce engaging and shareable video content for our clients. I am passionate about providing the highest quality and impact in every aspect of our productions from story to the final editing.
My clients rely on my business acumen and natural flair for strategies to develop video content that is both creative, insightful and valuable.
2Tell us a bit about your business and what you do.
Creativa is a multi-award winning video and animation production company with almost a decade in the industry. We are based in Melbourne, Australia with a team of experts including both live action and animation-focused in producing in-house high engagement videos.
Our team includes talented video strategists, directors, creatives, producers, scriptwriters, videographers, editors, animators, illustrators, graphic designers and marketers giving us a huge pool of talent and experience to draw from. On average, our senior production team have 20+ years of video production experience, producing content not just here in Australia but all over the world.
At the heart of everything we do is an unrelenting commitment to our purpose and clients. Our purpose is to drive positive and meaningful change in the lives of our audiences and client management is a key component to our success. It has helped us build long-term relationships with many of our clients, which goes beyond the scope of our initial engagement.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
The awards help us to confirm that we are ahead of the trends and that we keep having a talented, resourceful and creative team at Creativa. I know that happy customers, repeat business and recommendations are worthwhile, these are the things we focus on every day at Creativa. Prizes and awards, however, are gratifying on an altogether different level. Credit from peer groups and authorities brings pride and satisfaction.
4Where do you see the evolution of creative industry going over the next 5-10 years?
The cultural and creative industries are among the fastest-growing industries in the global economy. Today's business world is shaped and challenged by the development of highly innovative, competitive and disruptive technologies. Digital technology, augmented reality, virtual reality and corresponding technical capabilities are continuously transforming all aspects of our lives, be it social, cultural or economic. Technologies have become and will keep being so a commonplace and omnipresent in the Creative Industries, often used as means to directly enhance creativity, contributing to the life and culture of society as well to identifying ways to overcome barriers or solutions to specific problems and this will keep evolving. The future will be also focusing on the ability to create unique experiences, social experiences and networking as the most important factors of competitiveness. In this new digital economy, irrelevant value gradually determines material value, as consumers are looking for new and enriching ‘experiences’.
5What are your top three (3) favorite things about our industry?
Curiosity, innovation, and creativity. The more creative and innovative you and your team members are, the more long-term success you’ll achieve. So rather than constantly chasing “the next big idea” in your industry, curiosity will bring creativity and innovation to what you’re currently doing. When you do, you’ll be regarded as an industry innovator.
6Who has inspired you in your life and why?
Of all the people who have inspired me, I have to say that Walt Disney ranks at the top of the list. Few individuals have had a greater impact on both the entertainment industry and the popular culture of the 20th century than Disney. His many innovations include the first cartoons with synchronized sound, the first full-length animated feature film and, of course, the theme park. He not only had a brilliant mind, but more importantly, as an entrepreneur is his love for drawing devoting most of his life to his art that he was even willing to work other jobs just to fund his passion. He would always find ways in which he could share his work with others. He would never settle with his first success, he kept redesigning his creation so that it would be better every time. He used his genius and dedication to develop and animate thousands of characters just to touch people lives.
7If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Professionalism and Innovation is the only consistent thing in the video world; people need to be wowed all the time. The video industry is producing interesting and new technologies such as interactivity, 360, VR, just to keep up. People need new ways to be engaged and video production companies need to stay on top of emerging technologies, trends, and new and innovative ways to engage with clients as well as audiences.
8What resources would you recommend to someone who wants to improve their skills in the advertising industry?
Work on your ability, listen, improve people skills, work in teams. Be creative, curious and innovate. Time management is essential. Love what you do.
9Tell us something you have never told anyone else.
I do not enjoy being interviewed :)
10Finally, what is your key to success?
The four pillars to succeed: well-being, wisdom, wonder, and giving. Lately, I realized that my success would be defined by my role in helping others succeed.