BY DOUG ZANGER

We’re all incredibly excited about Creative Week starting next week. And the Creative Week Digital Guide has kinds of amazing videos from The One Club, special articles and info to help you navigate a jam-packed week.

There are also ads from our great partners — one of whom is Deutsch.

Deutsch NY creatives were Lee Tone (Copywriter) and Rajiv Lahens (Art Director) got the assignment and ran fast. We caught up with them for a quick Q&A.

(Note: get the guide and see what we’re talking about.)

Q: We’ll just say it. We dig your Creative Week ad. How did the concept come together so quickly?

Rajiv Lahens (RL): It’s funny because the idea came to us rather quickly as we started throwing around “what if” scenarios. All we knew was that we wanted something timely and timeless that the creative audience could identify with.
 
Lee Tone (LT): I think we immediately started concepting when we got the “brief.” We had 4 other concepts but we already knew this was the winner.

Q: What’s it like to work on creative with a quicker-than-usual deadline like this?

RL: I think both Lee and I were really open to something fresh that actually made a statement. Our chemistry was good…but many times on a tight deadline the chemistry isn’t there. That doesn’t bode well for making something cool.
 
LT: I think for something like this having a quick turn around time helped us. It gave us less time to overthink it and we just went with our gut.
 
Q: Are there built-in advantages to the “grip it and rip it” approach? If so, what are they?

RL: Not sure if there is an advantage/dis-advantage…just means that your ideas have to come to you quicker. And be approved just as quickly. In our case…come up with the idea, get props and shoot it in two days.
 
LT: Again, I think it forced us to make creative decisions based on creative instinct rather than overthinking it. It literally went from a quick sketch to, “Let’s shoot it.” Plus the quick turnaround helped us to avoid having the Gilda quote killed in lieu of something more conservative.
 
Q: How many shows will you enter this in? Because we think it’s spectacular.

RL: We’re really humbled by that. If the agency saw fit for the ad to be entered into award shows that would be the icing on the cake for us.
 
LT: I’ve got my fingers crossed for a Dundie.
 
Q: Can we give you a hug?

A: Yes.