Through the Lens: Jacob Szabo, Creative Director of Flash Flippin, on Storytelling in Motion

I submitted our work to the MUSE Creative Awards to bring recognition to the creative side of these products. There’s a lot of brilliant work being produced, but it’s often outnumbered by brands driven solely by executives focused on “pushing packs.”

As the market continues to consolidate, I believe the leading brands will view creativity and marketing as essential, not optional. Winning a Platinum and five Gold awards reinforced that belief—it proves there’s a path toward mainstream acceptance of these products when the creative work is done with purpose and artistry.

The story behind our success comes down to daring to be different and making the most of what we have. Michigan’s market is both highly competitive and oversaturated, where creative budgets are often the first to be cut. Our role has been to show clients that investing in branding isn’t wasted money—it’s building equity, one of the most valuable assets any company can own.

Every project we complete is proof of that belief. It represents a client’s trust in us and their willingness to take creative risks that ultimately lead to lasting rewards.

What set our winning projects apart is how distinct they are from most of what’s out there. In markets like California and Colorado, many brands already have refined creative strategies.

But in Michigan—the highest-revenue state in the country—only a small fraction of brands have invested in branding at that same level. That gap gives us the opportunity to create work that stands out not just locally, but on a national stage.

Budgets are always one of the biggest challenges. Because marketing expenses can’t be written off as part of COGS, many companies tend to cut their creative budgets first. For our winning projects, we often worked with only a fraction of what the same campaign would cost in other industries. That pushed us to be resourceful, strategic with our content, and selective about the projects we took on.

Beyond budgets, the industry itself operates in a highly regulated and constantly changing environment. Unlike others with clear federal guidelines, the rules here can vary widely from state to state. That means we need to be extremely careful in both pre- and post-production to ensure compliance. Even within those limitations, we’ve continued to innovate—including producing the first live-broadcast television commercial of its kind in Michigan.

For me, this isn’t just about recognition—it’s about shifting the tone of the industry. I want brands to see that investing in creative work delivers real returns and has the power to elevate them onto the national stage.

Our clients have been thrilled. They’ve always expected high-quality work from us, but having that recognition validated by an external jury gives them even greater confidence to continue investing in creative.

If I could share one message with the industry, it would be this: focus more on the end consumer and less on short-term profit margins. Creative investments may not show immediate results, but over time they build lasting trust and brand loyalty.

Not every consumer wants a loud or over-the-top experience. Many simply want a brand that feels authentic and relatable. Our campaigns are built around that idea—when multiple companies offer the same product, the one that tells the most meaningful story will always stand out.

The biggest shift we’re seeing right now is the rise of artificial intelligence—and it’s challenging creatives to prove their value. Clients can now generate visuals or strategies instantly, but that doesn’t mean they’re getting the right solution.

At Flash Flippin, I believe AI has a place in the process, but it should never replace the human touch. We’re proud to be a human-driven creative agency. I’d never attach my name to something made entirely by a chatbot. What defines our work is perspective, taste, and craftsmanship—and if you can’t create something more compelling than AI, you’re in the wrong business.

The value lies in the reward. If you truly believe in the work—and the creatives behind it share that belief—then the judges will see it too. That confidence is what motivated me to submit our projects for these awards.

My message to the creative community is simple: collaboration is everything. No great work is ever built alone. The larger the project, the more crucial it becomes to surround yourself with talented people who challenge and inspire you. Collaboration sparks ideas that could never happen in isolation.

That’s why Flash Flippin takes pride in being an in-house, in-person agency. Remote work can be efficient, but true creativity thrives in shared energy—when people come together, exchange ideas, and push each other to go further.

The team at Flash Flippin deserves all the credit. As Creative Director, my role is to set the vision and guide the process—but without the trust, talent, and dedication of our artists, producers, editors, and crew, none of these projects would be possible.

I would describe our winning entries as industry-shaping. Our goal has always been to bring the same level of care, craft, and intention seen in any leading field—and these awards prove that it can be done.

This is just the beginning. We’re only three years in—still in startup mode, still hungry. Our team is expanding, our clients keep returning, and we have some exciting projects ahead. For any brand looking to truly stand out, we’re ready.