Cata Villegas — Creative Director
What makesan idea work?
I've seen brilliant ideas die in a PowerPoint. I've seen simple ideas change how people behave.
The idea was never the problem.
The problem is whether anyone notices it. Understands it. Knows what to do with it. Has a reason to engage. Sometimes, a reason to come back.
A brand. A product. A game. An experience. Each one is a system of decisions. Decisions that shape what people see, feel, and do.
Ideas don't fail because they're bad. They fail because no one designed them to fit how people really decide.
Most creative directors stop at the story. I go one step further. That's my creative direction. And I have a lot of fun doing it.
Serial CreativeWork
Selected experiments
I’m a Creative Director. I think in systems.
I’ve spent my career exploring different ways to make ideas work.
The Atypical Lab
A creative practice exploring what makes people care.
The Atypical Lab is my creative R&D space where I research, experiment and share what I’m learning about creativity, behavior and the space between them.
I work on ideas with clients and collaborators, explore theories, develop frameworks and create new ways of thinking about engagement.
The work can become a methodology, an ebook, a workshop, a talk, an experiment or an article. Some are practical. Some are exploratory. All of them Atypical ;)
The Lab is where I go deeper.
