Don’t lie. Respect the craft. Protect the idea. This is the personal ethical code that guides Angel Iskrev, creative director & co-founder at proof, an independent agency from Sofia, Bulgaria, and part of By The Network.
Angel has over 12 years in the game and his work has picked up 250+ awards across national and international shows. He was part of the ADC*RO Awards 2025 jury.
"I think creativity has become a bit more rational — shaped by cautious budgets and real-world pressure. After years of sad piano ideas, I hope we’re ready to bring back humour, joy, and the kind of work that makes people genuinely smile", says Angel.
We spoke with Angel about the power of advertising in 2026, the creative process in the AI era and the most important lessons of the past few years.
What mindset are you bringing into this year
These are not just years of change — they're a full-on reinvention. 1960s gave us the first ad revolution. This might be the second. I’m just trying to keep up and stay useful.
A headline for 2026
Taste is the hardest currency in culture.
What drew you to advertising
Тwo things, really. First — the magic of creating something out of nothing and watching it become popular. And second — creative work is like a sport. I used to be an athlete, so the rhythm of training, failing, competing, and winning felt very familiar.
Your perspective on advertising
My perspective shifted a lot over the years. More and more, i see myself like a coach in sport — trying to find, build, and back young talent. There’s nothing better than helping someone make their first real idea happen… and then watching them turn into a true professional.
Your personal definition of creativity
What’s creativity?
A way to express yourself — sure.
But also: not some pure form of divine inspiration. Creativity, in our world, is an industry for logical people who refuse to stop being kids.
Unpopular opinion?
Most “wild” creatives are secretly just very structured thinkers in funky shoes.
What will define creativity in 2026
Taste. Longer answer? Taste, in the right context.
What excites you and what worries you in today’s advertising industry
The speed we work at. And the revolution we’re working through.
I’m not sure which of the two excites or worries me more — maybe both, at the same time.
How do you make your way through the noise
The old way: with campaigns rooted in real human insight, crafted to surprise and press emotional buttons.
The creative process in the AI era
One person can now be a whole team — AI literally multiplies us. It’s amazing. What we often misunderstand is that AI doesn't replace taste, instinct, or judgment. It just makes your vision faster
Your experience on the ADC*RO Awards 2025 jury
I’ve been a fan of Romanian creativity since ROM — and I’m happy to see you’re still the epicenter of all that’s bold and smart in our region. From a Bulgarian perspective, Romania continues to be a creative benchmark. Being part of the juries only confirmed that: great craft, strong ideas, and a brave voice.
The power of advertising
Its power isn’t in shouting the loudest, but in saying something that makes everyone pause, smile, or think.
What goes on with creativity lately
I think creativity has become a bit more rational — shaped by cautious budgets and real-world pressure.
After years of sad piano ideas, I hope we’re ready to bring back humour, joy, and the kind of work that makes people genuinely smile.
A personal ethical code
Absolutely. Mine is simple, but strict:
1. Don’t lie – not to the audience, not to the client, not to yourself.
2. Respect the craft – if you’re going to make something, make it well.
3. Protect the idea – it’s your job to fight for it, even when it's hard.
Ethical boundaries
What was once taboo can become necessary.
The most important creative lessons of the past few years
Creativity isn’t static — it’s how you adapt to constantly evolving tools, platforms, and people.
The big question you always return to in your work
Would I care about this if I wasn’t paid to?
What would you like to unlearn in 2026?
That you need a “round one,” “round two,” and a “final_final_v4.”
