Confessions of a Creative Director Using a brand's history to fuel its future with CCO Christian Lachel
Aug 13, 2024
Christian Lachel, Chief Creative Officer of BRC Imagination Arts, shares his expertise in blending a brand's history with future innovations. He recounts his journey from the U.S. Navy to shaping iconic experiences like the Johnnie Walker Princes Street Venue. The conversation highlights the importance of storytelling and emotional connections in branding. Lachel emphasizes using technology to create engaging brand experiences and discusses how historical narratives can drive both consumer loyalty and community engagement.
AI Snips
Chapters
Transcript
Episode notes
From Navy to CCO
- Christian Lachel's career journey began unexpectedly after a Navy accident.
- He transitioned from illustration to his current role as CCO at BRC Imagination Arts.
BRC's Niche
- BRC Imagination Arts specializes in creating immersive brand experiences rooted in storytelling.
- Their work draws inspiration from Disney Imagineering, focusing on deep story.
History Fuels the Future
- Brands should leverage their history to fuel their future, not treat it as a relic.
- Deep story connects the audience's heart with the brand's essence.