Ad Black Sea 2024 is rapidly approaching, generating heightened anticipation within the creative industry. A significant number of industry representatives are primarily focused on successfully meeting all deadlines prior to September 12. Their objective is to ensure that ongoing projects in Batumi do not experience delays, allowing them to fully immerse themselves in the forthcoming three-day celebration of creativity.

In the meantime, for those of you who have already decided to attend and for those still considering (in other words, everyone), we offer a series of brief interviews with creatively outstanding individuals. These interviews are designed to assist you in making informed decisions (both before and during the festival) and to facilitate navigation (at the festival and in life).

To begin, let us gently knock on the freshly painted door of Many Forms and pose a few additional questions to its main shapeshifter, Rezo Shelia. Before discovering his latest incarnation, he served for many years as the head of the creative team at Redberry (alongside Tokaresk). During his tenure, Redberry achieved remarkable creative milestones, winning numerous international awards and becoming the top agency at Ad Black Sea and in all of Georgia in 2018.

Who are you? I am Rezo, a creative director by profession and the founder of a small, young agency.

What do you do? I take photographs, compose music, experiment with synthesizers and pedals, read, paint miniatures for board games, and engage in equally interesting activities during work hours—primarily, I strive to solve communication challenges within specific briefs.

How did you enter this industry? Somewhat coincidentally, despite having wanted to do so since childhood. I became a guest lecturer, received my first brief, demonstrated courage and initiative, went through interviews, and landed my first job at Livingston.

How many times have you attended Ad Black Sea? If I recall correctly, this will be my ninth Ad Black Sea, both for myself and in general. I started working during the first Ad Black Sea. I have developed a lasting love for both the festival and the industry, and I do not intend to miss any in the future.

In a word, how would you translate this year’s Ad Black Sea theme, "DEVOTED," into Georgian? A more accurate translation might lie somewhere between “დამწყვდებული” and “მიძღვნილი,” but for me, the term "გულანთებული" resonates more deeply in Georgian. The festival’s key visual this year likely agrees with me.

Whose presentation are you most looking forward to at Ad Black Sea 2024? Why? I am particularly looking forward to Saulo Rocha’s presentation. Gaining insights into the inner workings of global campaigns is always fascinating.

Additionally, I am eager to hear about "From Idea to Grand Prix." It was quite a legendary project and collaboration between Innocean and Metro Production, and I want to learn as much as possible about it. I am also interested in "How the New Generation Slays."

Which campaigns or works from the Georgian market have stood out to you this year? The campaigns from Windfor and Midea have made a lasting impression on me. I found them quite humorous and enjoyable to watch repeatedly. Even in unbearable heat, I often recalled that “it’s no one’s fault; it’s just very hot.”

Have you ever taken a camera to Batumi? I have never taken one before, but I will be bringing my camera this year. Photography is still a young hobby for me, and I am very interested in capturing Batumi through the lens.

Electric guitar or bass guitar? Both, although I have many different electric guitars and just one universal bass.

Routine or chaos? Somewhere in between, allowing me to operate confidently in both extremes when necessary.

What profession would you never choose, no matter what? The kind of profession where one dreads going to work in the morning.

Who counts the sand at the beach? Those who have a similar brief and do it better.

One piece of advice you have received or given that you later regretted? I was once advised to get an Ibanez guitar.

Thank you, Rezo! Now, let us move from Many Forms to Livingston, where Rezo Shelia took his first creative steps before embarking on his independent journey.

Here, we find Emily Khoridze as the creative director of the agency.

Who are you?

A man—0, the soul behind Holy Motors, a creator of numerous award-winning concepts, communication campaigns, branding, and naming (he named his own dog "Time," and now he is racing against it). Or perhaps, who counts the sand at the beach?

Giorgi Avaliani. What do you do? I observe the pigeons perched by the window of Holy Motors and selflessly revel in the miracle known as life. They might be doves. What is the difference between a pigeon and a dove? Where does this sacred boundary lie?

How many times have you attended Ad Black Sea? For everyone—1 less. Last year, due to honorable reasons, I exchanged the native Sali Cliffs for speaking at the Forward Festival and the stage of the Haus der Kulturen der Welt in Berlin.

How many awards has Holy Motors received at Ad Black Sea? Approximately three.

In a word, how would you translate this year’s Ad Black Sea theme, "DEVOTED," into Georgian? "შეპყრობილი" (Enthralled).

What should not be missed at Ad Black Sea 2024? Why? Anna Chubinidze’s workshop on upcycled stop-motion animation—absolutely essential!

Where/how do you take notes? Wherever and however I find convenient.

What will you definitely need in Batumi? “Excuse me.”

Nothing or everything? However...

If not this profession, what would you be? A character from a fairy tale.

One extracurricular piece of advice for a creative person... Drink more water!

Thank you to Giorgi for his insights. You will have the opportunity to meet this remarkable trio, along with many other outstanding creative individuals, and if you wish, ask an additional question or two at Ad Black Sea.

I can only recommend that you do not miss this entirely Georgian (and increasingly international) creative industry festival, which will soon take place in Batumi from September 12 to 14.

Sea you there!

Author: Basa Metreveli