Attracting people, impressing, laughing, amazing with a fresh perspective, taking an eye with overwhelming creatives. Whether it's mass media or digital media, content itself is wonderful, but it has a strong meaning as a cognitive aiming at the top of funnel, and there are not many creatives that do not work as advertisements. On the other hand, many creatives created from the viewpoint of direct marketing and data analysis do not grasp the user's mind. Based on these circumstances, in this session, we will discuss what creative is moving people's mind - the behavior and communication of the user, and discuss about Creative UX.（Text by ad:tech Ofiice)