Three Questions for... Marque Kabbaz

Three Questions For... Marque Kabbaz, Creative Director at Backelite / Capgemini

1) What inspires you?

I'm inspired by outliers - those people who think differently to the rest of us. In my career I've always looked for people who weren't necessarily traditional creatives (in an advertising sense) but rather have a creative mindset. The curious and the quirky. I've always been drawn to craft - the dedication of hours of work and attention to make something as beautiful and intricate as it can be. But ultimately, it's about the humanity; how can this make the audience engage deeply? Most recently I've been fascinated by the emerging field of Artificial Empathy because it's applying the principles of human interaction to AI.

2) What do you look for in a Creative’s book?

With books, I look for the different, strange and unique executions of thinking. The work does not have to be outstanding (skills can be refined) - but the thinking does. I also look for generalists. It's important evidence of talent to see art directors who can write, writers who can shoot, and so on.

3) What does ‘creativity’ mean to you?

Creativity is not a skill, it's a way of thinking. Execution is not the definition of creativity. It's being curious about everything, child-like wonder, non-linear thought. Music, art, design, UX are all just expressions of creativity.