Joe Aimonetti

thoughts

COLLECTED THOUGHTS

Musings about creativity and advertising

 

Many abstractions go into my approach to creativity and working in the creative field.

THESE ARE MY THOUGHTS...


On beauty

A more subjective word in the English language is tough to come upon. Beauty is as polarizing as any politician, sports team, or social media platform. Poets, musicians, and artists have long attempted to quantify beauty.

I like to think of beauty as personal truth. When someone knows something to be true, that is beautiful. As it applies to storytelling, it is exposing these simple truths that allows for a transformative experience for our audience. Truth is disturbing, haunting, awe-inspiring, brutal, pure, honest, unforgettable. There's no formula, it just is. Beauty follows the same logic - it just is, in its form, in its truth.

Joe Aimonetti