{"id":1043,"date":"2021-06-20T08:30:46","date_gmt":"2021-06-20T12:30:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/20\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/"},"modified":"2021-06-20T08:30:46","modified_gmt":"2021-06-20T12:30:46","slug":"the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/","title":{"rendered":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/06\/soares.jpg\" alt=\"\" class=\"wp-image-1045\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/soares.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/soares-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">\u201cIt&#8217;s actually quite an easy time to be creative because inspiration is just everywhere.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is the sunny outlook of Carmela Soares, who plies her trade as a creative strategist at Facebook\u2019s Creative Shop in Sydney. For Soares, creativity is the secret ingredient that helps brands cut through the noise in our everyday lives.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cYou ask anyone, in any moment, about creativity &#8211; especially agencies or creatives &#8211; and they will say that it is more important than ever. And the next minute, that same sentence will be true as well,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Since Soares\u2019 early days as a junior copywriter, she has considered the opportunity creatives are presented with to be an incredible privilege.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI\u2019m very aware that the work I do must accomplish something: it needs to move people from a distracted state of mind to a state of appreciation. Essentially, an idea is only worth its budget if it makes people react, interact and remember,\u201d Soares explains.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Her own creative process starts with painting a mental image of the audience to truly understand their wants and desires. Predominantly this comes through robust research into social media preferences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI use quite a bit of Facebook and Instagram, researching groups and hashtags, as both are places where people come together around their passions and interests,\u201d Soares says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Connecting through these platforms allows her to gain insights into audiences, ultimately helping the creative to match new information.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cRecently, I was doing research for the launch of a new vegan brand. I discovered that, beyond the most obvious vegan values of being cruelty-free and sustainable, a huge number of people buying the products were not necessarily full-time vegans.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThey were people with allergies, or those just starting their vegan journey. Or even those who are conscious about heart health. The research suggested there were new audiences and conversations for this brand to start.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBy learning how culture happens, and how communities connect, we can develop ideas that help celebrate and facilitate what\u2019s important to brands\u2019 key audiences,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For Soares, these are the ideas that resonate at the deepest level, as they connect with the individuals based on their core interests and values. This in turn allows brands to pay audiences back for their time with something meaningful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThey go beyond describing a product or service, they are action-oriented and built on purpose. They do something for people, they respect people\u2019s attention and they reward them with something useful and empowering,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Through her work at Facebook&#8217;s Creative Shop, Soares notes the inspiration around her creativity has recently shifted from the product to the individual.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe product used to be the inspiration, now that lens has shifted. Today we create by using people as inspiration, and we&#8217;re making things that will resonate, get more cut through and stand out amongst all the crowd,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This \u2018people-centric&#8217; approach on creativity helps Soares to adapt her creativity on the fly.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe world is changing so fast. But if you spend long enough watching people, you sense it happening and you can react to it. You have to be ready to change gears because the pace of change is so fast that it ultimately affects consumer behaviour,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finding inspiration and knowing her audience also allows her to adapt the creative to influence people on an emotional level.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe way we humans make purchase decisions is through our emotions. That&#8217;s when creativity becomes really crucial. Because brand storytelling and experience has to be quite unique, pleasant, or joyful to really connect with those individuals at an emotional level,\u201d she states.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This brand storytelling is integral to driving great results while also making a meaningful connection. Soares highlights last year\u2019s Cadbury\u2019s Christmas campaign Facebook developed with Mondelez, Wavemaker and T-DA\/Alt-VFX as an example of this.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWith Cadbury \u201cSanta Lives\u201d we recreated Santa to connect with families through digital platforms. We used augmented reality so parents could take a photo of their kids with Santa in their homes, so no one would miss out on that memory during lockdown.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe campaign itself was an act of generosity from a brave and amazing brand, and the result of a really iterative and collaborative process,\u201d she says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately Soares feels that compelling creativity comes from understanding people&#8217;s core values, and delivering memorable experiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe really work to capture that emotional moment with our creative. Because that\u2019s how you form a connection, and that\u2019s how you stand out.\u201d<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Sometimes finding inspiration starts with knowing your audience intimately. Here, Carmela Soares, Creative Strategist at Facebook Creative Shop, outlines the importance of resonating with individuals on an emotional level.<\/p>\n","protected":false},"author":7,"featured_media":1044,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1043","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop\" \/>\n<meta property=\"og:description\" content=\"Sometimes finding inspiration starts with knowing your audience intimately. Here, Carmela Soares, Creative Strategist at Facebook Creative Shop, outlines the importance of resonating with individuals on an emotional level.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-20T12:30:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop\",\"datePublished\":\"2021-06-20T12:30:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/\"},\"wordCount\":778,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/169lense.jpg\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/\",\"name\":\"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/169lense.jpg\",\"datePublished\":\"2021-06-20T12:30:46+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/169lense.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/06\\\/169lense.jpg\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\\\/1043\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/","og_locale":"en_US","og_type":"article","og_title":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop","og_description":"Sometimes finding inspiration starts with knowing your audience intimately. Here, Carmela Soares, Creative Strategist at Facebook Creative Shop, outlines the importance of resonating with individuals on an emotional level.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/","og_site_name":"AW360","article_published_time":"2021-06-20T12:30:46+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop","datePublished":"2021-06-20T12:30:46+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/"},"wordCount":778,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg","keywords":["Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/","name":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg","datePublished":"2021-06-20T12:30:46+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169lense.jpg","width":1280,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-carmela-soares-creative-strategist-at-facebook-creative-shop\/1043\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"The Creative Lens with Carmela Soares, Creative Strategist at Facebook Creative Shop"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1043","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=1043"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1043\/revisions"}],"predecessor-version":[{"id":14405,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1043\/revisions\/14405"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/1044"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=1043"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=1043"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=1043"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=1043"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}