I think the temptation with all the new interactive bells and whistles out there these days, is to bring everything you’ve heard about into each campaign. There is this pull to prove you know the entire lay of the landscape, instead of focusing on the one or two ways that would effectively communicate your idea.
Maybe learning how to be tasteful with the digital space is akin to a beginning photoshopper who is compelled to use every filter in the program. Rainbow gradient? that makes my idea look important! Ohhh, and then I can make it look like it was rendered in oil pastel! Eureka!
I’m thinking more bite sized, strategic thinking on digital might be in order. Take your idea, and extend it in the best way you can think of. You don’t need to have five microsites, ten widgets and three interactive music videos. We get it, you understand the space. Now use your knowledge in tasteful, but potent moderation.