• by Mark Walsh  @markfwal, October 2, 2012

Continiuing the existential ad theme from Monday, Gaston Legorburu, worldwide chief creative officer , SapientNitro is asked a Big Question in the opening keynote of Day 2 of OMMA Global: What is creative? He suggest that the traditional emotional element of advertising still has a central place in the digital world, and that there’s room for “both imagination and systems thinking in that new forumula.

As chief creative officer at SapientNitro, he says his job is to connect the art and science of advertising. “It’s more about having a broader palette as a creative than just having words and pictures. He tells his team to go beyond creating ads to “creating worlds.” The idea that a consumers can enter the brand’s world with a wide range of different interactions and platforms, which he calls storyscaping, or systems-based storytelling.