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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.
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Quick takeaways
- Christian Lachel emphasizes the importance of leveraging a brand's history to create authentic experiences that resonate emotionally with consumers.
- The discussion highlights the significance of personalized storytelling in engaging audiences, showcasing how brands like Jameson and Johnny Walker illustrate this approach.
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The Journey of Creative Direction
The episode features a conversation with Christian Lachelle, Chief Creative Officer at BRC Imagination Arts, who shares his unique career journey from the U.S. Navy to becoming a notable figure in creative direction. Lachelle’s early interest in creativity led him to work in marketing after his Navy service, eventually studying illustration at Art Center in Pasadena, where he discovered his passion for storytelling. He explains that his extensive experience at BRC over 27 years has involved collaborating on diverse projects, including cultural museums and flagship brand experiences. His journey illustrates how creative roles evolve, highlighting the intersection of history, storytelling, and design in shaping brand experiences.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode