i’m Mihai Constantinescu

Group Creative Director @ McCann Bucharest.

I've spent over ten years in this industry. Long enough to have a few strong opinions about how good work gets made, and long enough to know how much work goes into making an idea that looks really simple.

It started with LEGO and binging “How It's Made” on Discovery Channel. Later it became ads, films, photography, brands and pretty much anything that made me stop and ask, "How?"

That curiosity shaped me as an art director first. Then slowly pushed me further into photography, directing, writing and understanding how things actually get made.

Knowing how makes me better at asking for what.

It also eventually pulled me beyond the creative department - into strategy, production, client conversations and the business challenges behind the brief.

Today, I spend most of my time helping teams, brands and ideas find their way from a problem worth solving to a solution worth making.

Still a big fan of doodling and analog ideation, and I strongly encourage the teams I work with to start with pencil and paper. If an idea doesn't survive a bad sketch, it won't survive a billboard either.

Understanding how things get made taught me something else, too: people rarely care about advertising itself. They care about things worth watching, reading and sharing. Things that make them skip the skip-ad button.

⚠️ Warning: you'll see a lot of food around here. Occupational hazard of working on KFC and Taco Bell for years. If you get hungry halfway through, I take full responsibility. And if you actually order KFC after scrolling through, send me the check.

It's on me.