What separates the good from the great in creative work? According to Amy Carvajal, it’s not just originality—it’s curiosity, craft, and the willingness to ask better questions. 

A highly-lauded creative exec, former CCO at agencies like Code & Theory and McCann, and founder of Amy & Co, Amy helps brands turn values into action. In this episode of Good Practice, she shares her insights on what makes work stand out, how AI is shaping the creative process in marketing, and why sometimes the best ideas start with rewriting the brief.

As a seasoned juror for the Effies, Webbies, and many more, Amy has seen firsthand what makes great creative work rise to the top. For her, standing out isn’t just about having a culturally relevant idea — it’s equally about execution. “Craft is the hardest thing to do,” she says. 

Amy also gives an insider breakdown of the U by Kotex’ Break the Cycle campaign which won both her team and the brand much acclaim, as describes how The Whitney museum’s Amy Sherald exhibit has been inspiring her recently.