The 2015 keynote session at the PromaxBDA Africa conference will be delivered by
US director Maurice Marable. Sponsored by the SABC, Marable will share with
attendees his experience as a filmmaker who has worked on feature
documentaries, episodic television, commercials and on-air promotional campaigns
in a session titled: “The Truth about Creativity’. PromaxBDA Africa takes place at the Maslow Hotel in Johannesburg on 20 November.
About the session
Marable will focus on the personal process one needs to take in order to produce
winning creative work. “It is all about finding and expanding the emotional truth in
all aspects of the work,’ he says. “They say there is no truth in advertising, but in
promotion it should be the opposite.’
Marable will give the PromaxBDA audience tools and a road map to create authentic
and exciting promotional campaigns. Using some of his work as examples, Marable
will take attendees on a journey through his personal creative process. It will move from
getting the assignment, the thinking, the concept and, finally, the execution.
The truth about creativity is that you can’t truly be creative until you do the non-
creative work. This means getting to the heart of your subject matter. In this
excavation, you will uncover the nuances—those subtleties everyone is emotionally
feeling but hasn’t yet been put in words. Once you know the truth of the work, you will become more confident in your own creative voice, pushing yourself further than you thought possible.
For more information visit the PromaxBDA
Africa website.
