SIXT agency and director on how conflicting approaches can pay dividends

London agency And Rising and Bold director Camila Zapiolahave collaborated to create this trio of new spot for car rental company SIXT.

The campaign, the first since the agency won the account, continues the 'Drive Smug' concept of the previous spots but alters the approach. Here, And Rising's Creative Partner 

Anna Arnell[below, in orange cap] discusses the challenge in making 'smug' work, and, with Zapiola [below, with Arnell] talks about the different ways they approach shooting and how being forced out of your comfort zone can pay dividends.

Read full article here.

Emma Blackman