Vasco Thomaz is the creative director of Judas, an advertising agency. In an article exploring his creative approach, he shares his philosophy on what constitutes a good idea.
According to Vasco Thomaz, a good idea is not one that everyone likes. On the contrary, his criterion is that an idea be strong enough to leave some people frustrated for not having been part of it.
The article describes how the creative director approaches the creation process, explaining what he looks for when entering a room to develop new concepts.
This approach reflects a work philosophy that favors provocation and impact over overall consensus.
