Creativity is the human ability that stems from the search for a simple solution to a more complex problem. In the quest for great ideas at Feverº, the creative process is somewhat akin to a thermometer or a ladder, ascending until we find them. And for us, the only way is to climb a few degrees or steps more than most.

The "wow effect" is defined as a brand's ability to generate experiences that leave a lasting impression and are memorable, causing surprise or fascination in its customers. It directly connects with their emotions, creating a lasting memory over time. The "wow effect" is not only aimed at our clients' users but must also be felt by our clients themselves. If they feel it, so will their brand. That's why at Feverº, we will never present an idea that doesn't convince us before it convinces our clients.

For us, the search for a great idea involves discarding many others first. When we have it, we feel it, we intuit it, and we know we have found something special. Creativity embodies these two words, feeling and intuition. Feeling the need to apply sensitivity as the ability to analyze and observe the small details of the reality around us, and intuition as the vision necessary to shape that idea and visualize its execution over time.

Both factors grow and enhance through experience and practice, so the mind creates connections that translate into great ideas more quickly and easily. Because the brain and mind are muscles, and like any other muscle in the body, they can be trained to be more creative.

Behind great ideas, there is always a clear and concise concept, a relevant and solid idea, and a coherent strategy capable of focusing efficient communication that transmits the essence of your brand in the right medium, achieving great results along the way.

No, there is always room for innovation, creativity, and new perspectives. Even though many ideas have already been explored, the combination of different elements, the changing context, and the evolution of needs and technologies always allow for the creation of new solutions and surprise with fresh and original ideas.

The human mind operates based on references, and most of us share the same ones. Creatives are nothing more than a kind of DJs of concepts and images; we simply combine and connect references and concepts that already exist, giving rise to something seemingly novel. Therefore, coming up with a Big Idea also involves applying large doses of research, curiosity, and general knowledge about the world around us, establishing more complex connections than those that have been made so far.