Creative Bulletin n.275


What you see in the image is the Facebook advertising framework we've been working on over the past few months—something that is quite literally saving us during what may be the darkest period in Meta’s history.
I’m pouring into it everything we've seen work (as you can tell, it’s a bit complex 😂). I hope to finalize it soon and that it can help others as well.
Misery and oppression. We're not quite at the point of tears, but it’s definitely a time that weighs heavily. Anyone running their own project will understand the feeling: like you're being squeezed tighter and tighter, without really knowing how to break free. You've got ten seeds in your hand and no idea which one to plant. Which one will grow into a decent little plant? 😅
Will the new product work? Should we have doubled down on the old one? Should we be taking more risks—or instead, should we be playing it safe? These are the kinds of thoughts swinging back and forth like a pendulum in your head. And then there’s that inner whine… “Can’t we just have a couple of peaceful months?”
🌈 Creative takeaway: stay grounded in reality
Sometimes I wonder if it’s just a state of mind, just anxiety. All it takes is one bad month compared to the last, and we hit the panic button. We used to stress over the same stuff years ago—and yet, somehow, we’re still here.
I feel like telling anyone who’s feeling this way—including myself, haha—to take a breath, list out the assets you actually have, look at what’s really there without imagining the apocalypse… and yet, I know that’s not enough.
So then…
🔥 Creative reaction: what kind of life do we want to live?
Peace… serenity… but do we really want that? Because for a story to begin, you need a call to action, you need challenges, you need problems—otherwise, the protagonists would just stay home repeating the same routine until the end. There’d be no growth.
If we take a moment to look at ourselves from the outside, it’s the complications that are the most interesting part—the ones that push us to find a way out, to invent something new, to… live 😊
The part we love most in a movie is the one where the characters are in total despair. And how often do we wish we were the characters we admire?
So let’s respond—and enjoy this spectacular adventure!
With ❤️,
Matteo
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