Randall Rufino

What happens to all the Executive Creatives? Do they sail away with their 🦁🏆 to an island full of chunky acetate glasses and endless production budgets? It's a question I asked for most of my career. Where do you go after Creative Director? After CCO? Do you stay in that lane forever? It took a while for me to notice them: the creatives who didn't have 'Creative' in their title anymore. Because they became CEO. They started leading Growth, or Revenue, or People. 💡 Of course that's where they go. When you're solving complex business problems, you need someone to balance imagination and reality. Someone who will listen intently to what you're NOT saying, to what you're feeling. You need someone with insatiable curiosity — an opportunity truffle pig, rooting around to unearth the people on this earth who simply must have what you have to give. Creativity is the ultimate business and leadership skill.  So what's happening to this Executive Creative? 🙋‍♀️ No islands (yet). I'm going to keep straying from my lane: this time into a new race where Creative isn't in my title, but it's in my blood. (dramatic? Finally started GoT, sue me.) My new role is telling the story of Native Digital. This group of berserkers moonlighting as marketers, looking for brands who need an injection of perspective-tilting energy and quick wins that add up to long-term growth. I'll continue to pour into the creative powerhouses on the team, to convince every performance media team member that they are also creative, and to help our clients cut through the noise. I've been doing this for years. I won't start wearing power suits or stop getting tattoos. It's just a label change, but it comes with a request: TALK TO ME. Tell me what you need. Ask me anything. Dish out advice. I want to listen.

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Hey creatives- check out these awesome AI tips for using #midjourney and #runwayml! ⬇️

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Want to elevate your brand's product experience? Labels might be a small detail, but they pack a punch when it comes to brand identity. I've dug into our label vault at Crease to showcase some standout examples of how creative label design can make your brand unforgettable. From unique materials to unexpected placements, there’s no reason for your labels to be ordinary. ✨ Which example stands out to you the most? Let’s discuss how thoughtful design drives impact! #CreativeDirection #BrandIdentity #FashionDesign #ProductExperience #ArtDirection #ClothingBrand

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Gang, Wow. Sharing a unique perspective on where we go from here post-election & well, hold tight cuz the arc is...long. Hawai‘i’s own Norma Wong drops some big time ‘ike here in this podcast that was really the salve i needed. Norma, a contemporary of Aunty Puanani Burgess, is in conversation w/ Adrienne M Brown. Highest level takeaway: We gotta evolve.  It’s the only way out. Here are the key meanings I made: 1. Perspective on the election “I would say that it took about 4,000 yrs for us to get to this point, & so the notion that it could somehow right itself in the course of a few election cycles? That also means we've completely bought into a consumer notion of human history. We can package & sell & buy the answers that will somehow right our ship. The rest of the living universe has figured it out long before we can: if the living universe wants to continue to live, it has to continuously evolve. & we as humans are not doing that very well.” 2. Don’t despair. Stay in the light to build forward “As long as our purpose is about fighting the conditions that we are in, then we will remain in despair….But if our purpose is about shared humanity, it requires the levers for thriving, it means we are the ones who have to do it, & we cannot look to the institutions and the structures that are collapsing around us to do it. And we go about that work. We are in a totally polarized world, that means that there are actually billions of people that we can count on, and billions of people we cannot. And somehow we're giving more power to the billions of people who cannot. We're giving them more power. What is it about that?” 3. We gotta evolve, transform, & work on the human condition. THROUGH STORY AND FIERCE IMAGINGING.  “To be in a state of the beginner's mind, I believe a fruitful state is in the exercise of story. And future story in concrete terms, in which no isms live, and in which thriving is the fiercest possibility. THROUGH BREATH AND MEDITATION. “When we say take a breath, it's not a metaphoric thing. It is to be in that embodied aspect of breath, which there are actual mechanical things to be learned in order for us to breathe deeply connected to the earth, in which the exhale is longer than the inhale. By our breath alone, become like a glowing energy ball in which fierce peace is emanating from us, & therefore we are capable of agency, of our agency... It's that which grounds us to the essential humanity. Without that, we're mechanical living beings rather than actual living beings. THROUGH BEING W/ EACH OTHER.  “…not for the purposes of a transaction.” “THROUGH THE PRACTICE OF THE CULTIVATION OF JOY, even in the most horrific circumstances, to not allow that to die. THROUGH THE PRACTICE OF GRATITUDE & ANCESTORS. “The practice of gratitude, particularly seeing and being w/ the various beings, not only human ones, who are every single moment making it possible for where we are right now, & what we can become.

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Over the past 24 hours or so, I've been working on my first script built for After Effects. I had literally ZERO idea how to do something like this and even went to multiple freelancer sites to see if I could hire someone, but as time kept ticking by, I wanted to figure it out. Just as a brief overview, here's what it's currently able to do for you: - 2 graph editor presets, super useful for time-remapping. - Quality of life one-click buttons for creating precomps, adjustment layers, solids and nulls + one-click transform tools. - 2 pretty cool presets: blur + exposure hit, automatically keyframed and can be used as a hit or transition | harsh flicker, also auto-keyframed and creates a flicker effect. If you find this useful or have any feedback I can use for my future project, please let me know! DL: https://lnkd.in/euzxTSHB

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You've likely heard "pets are the new kids." But it's more nuanced than that, says Senior Creative Director Meredith Post: "We're noticing how pets are treated differently than children: they are an idyllic extension of a person's identity. We treat them better than we treat ourselves and use them as a signal of who we are and want to be.” It means pet CPG is extending into realms like personalized nutrition and luxurious self-care. For more insights from Meredith Post, Carina Sandoval and Kyle Schutte, head here: https://okt.to/fA9oNI #petbrands #petcpg #consumerstrategy #petcare

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Around the start of the pandemic, we noticed a new dynamic within the brand. More than ever, our community was rehashing their favorite memories with The Hundreds. And they’re reliving these moments by digging for vintage pieces in secondary marketplaces. Many brands don’t survive long enough to see this happen, but we’ve left such a deep trail behind us that there are legions of followers who have filled the journey. Multiple generations have emotional touchpoints with specific product, events, and eras. The Blog years, RSWD/POST/GRND/BDWY, the collabs. And at 20 years old, we are now speaking to a young customer who wasn’t even alive when the brand was founded. For them, the search for vintage 2000s streetwear is more about culture than clothing. We started talking to the eBay team about how we could work together to address this turn. We’d already been quietly amassing vintage The Hundreds (Greatest Hits) in our archive. For us, it was about reference and design process. But, it turned out many others have been hunting also, as eBay disclosed the number of searches and sales "The Hundreds" was fetching on their platform. From deadstock shoes on Japanese online auction houses to Round Two and StockX, vintage has featured in the street fashion ecosystem for decades. Yet, it surprises me that most of the brands that are being traded don’t play an active role in their exchange. Especially considering how particular they are with image and how vigilant they are with distribution. They do all the thoughtful work to set up the art, then let the resellers dictate the rest. The Hundreds and eBay have partnered on an official home for The Hundreds Greatest Hits. We are sourcing pieces directly from our archive room and refreshing inventory on a bi-weekly schedule. Ben and I are personally curating these skateboards, watches, toys, and clothing to tell the story how it was intended to be told. Meanwhile, our community is assured that these items are not only authenticated but meaningful to the future of The Hundreds. On a broader note, we are excited to galvanize the next chapter of vintage collecting. We’re probably a couple years out from striking that mid-2000s sweet spot, but we believe a renaissance of independent T-shirt labels is on the horizon. We’ll see... Nobody knows what’ll happen next, but we can tell you what happened before. Greatest Hits on The Hundreds eBay is now LIVE. ebay.com/thehundreds

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🍭 Top 3 Takeaways from this week's Sweets & Snacks Expo: 1️⃣ Occasions are the NEW Seasonal While traditional seasonal products aren't going anywhere (pumpkin spice: you *ARE* safe), consumer demands are evolving FAST. Whether it's aligning an LTO with a Taylor Swift album drop or deciding what snack to buy for a Vanderpump Rules Reunion watch party with friends, brands and retailers that solve for occasions in culture will outpace their peers by a mile. A standout example was Jack Link's Protein Snacks Bloody Mary Mixes: "people were already putting beef sticks in their Bloody Marys, so it made sense that we show up at brunch!" 2️⃣ The Better-for-You vs. Indulgence Battle Continues NCA Sweet Insights reports that only 53% of consumers believe BFY confections exist, and just 1 in 10 purchase them frequently (predominantly Gen-Z). Experts confidently state: "Indulgence is not going anywhere," even as consumers cut back on snack purchases citing health concerns. The takeaway? Consumers will never give up indulgence—it will just look different in the future. There's a MASSIVE, untapped opportunity in this space. Standout brands already threading the needle beautifully include BEHAVE and NICKS, both of which highlight indulgence with drool-worthy flavor and texture, and an "oh-by-the-way this is actually better for you" twist. FFUPs also caught my eye with their unabashed "NOT HEALTHY" claims, embracing the pure joy and emotional benefits of snacking without any B.S. 3️⃣ Foodie Influence International flavors aren't new, but what stood out was the expressive brand storytelling in snacking. There were so many founders on the expo floor sharing the flavors of their culture with infectious joy. El Nacho was particularly memorable—their tortilla chips were not only delicious, but their packaging was a vehicle for storytelling with cheerfully rebellious characters. I am an immediate fan (especially of Ms. Mango). Nomad Snacks also drew me in with their journey of international flavors like chimichurri and ramen. Lastly...our team has a few more takeaways in our pocket too spicy to publish here 👀 DM if you want to hear more! #SweetsAndSnacks #ConsumerTrends #foodandbev LPK Emily Dominick Kyle

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Agreed! Reminds me of how David Butler (ex-VP Design, Coke) used the Lego analogy in his book Design to Grow to apply not just to brand systems (especially needed for global brands such as Coke!) but to everything a company does, to enable Scale and Agility. He also talks about how designers need to make it "easy to do the right thing," which is exactly what a modular system enables. A fascinating read if you haven't picked it up yet! https://lnkd.in/exaNJ_ts

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“I work in this industry because I love it, but it’s brutal”. Yet another person I had a coffee chat with told me the same thing. This is especially true for creatives. The way they process things often allows more self-doubt and anxiety to creep in. They want to do their best, yet their efforts often are under the radar. They don’t respond well to “shaming and blaming” when things don’t go as planned. But, oddly enough, a “bossy” attitude isn't welcome either. Straight shooters suffer in highly political office environments too. No matter their job level, years of experience, and background. Now, I’ve been extremely lucky in my company. I’ve always had understanding and support when I needed it. Not all of us are that lucky. So I want to ask you: Would it be such a bad idea if we made it a daily practice to notice the things we do that are unique to us? And then took time to notice the things that others do that are unique to them? Accepting and appreciating these differences would take us a long way. The more you focus on becoming more aware of the uniqueness of each person in your company, the more energetic, impactful and influential you become as a leader. You won’t waste your energy being frustrated that others don’t understand you or don’t see things your way. Instead, you’ll have a profound impact on others as they begin to see you as the person who “gets it.”

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Mountain Dew just rolled out a shiny new logo, and they’re going full throttle with a nostalgic, outdoorsy vibe. They’ve swapped “Mtn Dew” for the full “Mountain Dew” name, brought back retro fonts, and tossed in some topography to remind us all they’re literally all about the mountains now. 🌄🍋 While we’re not exactly guzzling it ourselves (I mean, we’re more of a kombucha crowd), you’ve got to love a brand makeover that leans into its roots. But here’s my hot take: will this rebrand really resonate it's loyal fanbase, or gain new customers with their more health concious, sleek rebrand and rollout? Either way, it’s bold. It’s bright. It’s got storytelling potential written all over it. What do you think—hit or miss? (Psst… If your brand needs a visual glow-up, give us a shout! We specialize in makeovers that don’t just look good but turn heads. 💥)

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SORA Tests - TAKE 1 🎬 Finally getting around to this✨ Storyboarding, Remix, and Blend may be the most powerful combo out there in video gen. It’s like having your own little magical turntable that allows you to dive deep into a creative flow. Admittedly, I had a lot of fails. Still in test mode. Concepting: ChatGPT Image Exploration: Midjourney Sora: Video Stay Tuned for More… AI Should Be Fun. #sora #midjourney

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Specialty toy and gift stores: what kind of digital assets are most helpful for you? Here’s a little video I did for a lovely independent store that’s trying out my birthday cards. It’s my first attempt at creating this kind of content, and I’d appreciate your feedback so I can be the best biz partner I can bee 😊🐝 #birthdaycards #howcanihelp #digitalassets

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This weeks creative foraging has come up with top work... EST+6 has completed a brand redesign for VSCO. Beautiful craft and refinement has led to an outstanding brand and visual system. I haven't used VSCO for a long time, but I think now is the time to start creating again. Simply stunning case study which you can check out here: https://lnkd.in/dhjqJCdm COLLINS presented their new way of working with brands as they introduced their brand worlds approach. Inspiring stuff as they discussed progression within the creative industry and showcased how they applied this to brands such as Bose. Definitely an agency to follow for incredible thoughtful work. Full case study not out yet but some sneak peeks can be seen here: https://lnkd.in/djzXhvUn One of this years D&ADs award winners was this film for WWF called Up in Smoke. Created by NOMINT, it is quite mesmerising and uses hand made techniques as well as tech such as 3D printing to make a stop frame style film. Lovely to see crafted films as we enter the AI era. You just couldn't replicate the feeling and narrative of this film using AI generators. Top, top work and kudos folks. The film and BTS can be found here: https://lnkd.in/ddpmwANm Mother have launched this years Netflix Joke Fest identity and delivered graphic design with a punchline. It leans on LA's guerilla sticker culture, using stickers as a way to show playful information in an entertaining, chaotic way placed on top of the official branding. Simple, impactful with standout. More info here: https://lnkd.in/dykUvQUa And a useful resource that curates lovely decks and presentations. Good to see how others approach this. Enjoy: https://lnkd.in/dVHhySHD Have a cracking weekend folks. #creative #creativework #marketing #branding #inspiration #creativedirection #designagency #creativeagency #sharingiscaring

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FIRST EDITING PACK IS OUT NOW! All the sauce you need in AE. No filler assets, no bulls**t. - 25+ presets (shakes, transitions, hits, strobes, etc) - 25 overlays/textures + frames - 35+ sound effects - RAW music video footage {EXCLUSIVE} - custom workflowr script & more! 🔗 dreuxx.com/editingpack

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If you know me, you understand that creativity is my lifeblood. It permeates everything I do—advertising, marketing, strategy, design, photography, and cinematography. To nurture creativity, it’s essential to keep experimenting and refining our skills. Here’s a recent piece I shot using Apple’s RAW format. •creative •durban •scenery •ocean •beach •sunsets •moody •cinematography •lightroom •cinematic •moodygrams •scenic •ocean •advertising •photography •nature

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It’s easy to feel behind this time of year. If you’re struggling to decide what to do next, focus on what’s simplest. Remove unnecessary complexity from your store, ads, or campaigns. Clear the path to make better decisions quickly.

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Victor Wembanyama’s water brand could use more appeal. The problems are too much white space and not enough personality. Here’s how we reimagined it: 1. Partnered with NBA Top Shot to bring in collectible appeal. 2. Integrated Wemby himself on the label, just like a sports card. 3. Added a scannable barcode for fans to collect on their phones. Transforming brands is about turning ordinary into unforgettable. If you're looking for design that stands out, let's talk. #VictorWembanyama #BrandDesign #NBA #TopShot #Collectibles #DesignInnovation #Marketing

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