You have 15 years of experience in the creative industry, and so far you’ve met with different wishes of clients, where do you find inspiration for campaigns?
Ever notice how when you buy a car you suddenly see the same model everywhere? Welcome to the Baader-Meinhof phenomenon. It gives you the feeling that out of nowhere, pretty much everyone is talking about the subject — or that it is swiftly surrounding you. So, every time I start working on a new project I tricky my brain to recognizing patterns where they don’t exist. I read as much as possible about the product/client I’m working on until my brain subconsciously thinks, “Hey! I’m going to look for that thing without actually thinking about it.” That’s when my mind starts to connect the dots between whatever I’m reading, listening or watching and the brief I’m working on.
How difficult is it to explain to clients that sometimes it is necessary to get out of the box and create a campaign that has not been seen so far?
Anyone can have good ideas, but just a few people can bring good ideas to life. It takes a lot of passion, commitment, and patience. A lot of patience. Because sometimes it takes time. It took more than ten years to Juan Cabral to convince a client that a Gorilla playing drums as something worth doing. We need to educate clients. We need to guide them. We need to listen to what they need to say without prejudice. We need to build an honest relationship. If we don’t trust someone, we will never trust their ideas.
Given that marketing budgets are the first to cut when costs are reduced, which tricks do you use to make a good campaign when you are almost working without any budget? Did you have any situation like that?
I started my career in Salvador, Bahia. The Northeast of Brazil. A place that’s not famous for having big budgets but for their having great creatives. When you don’t have money, we should find a way to have a simple and powerful idea. Something that will speak to photographers, directors and make they really believe in your project. And this isn’t true in Brazil. It is also true in the US. Because if you don’t a have a budget and also don’t have a good idea, then you have a problem.
You work in a big market, where competition is large, how do you find a way to distinguish from other agencies?
The “I wish I had done that” feeling. That’s the goal. If you can really do something that makes clients have this feeling, they will remember you.
Does an idea exist without execution? What do you think?
Is landing on the moon without landing on the moon a great idea? If you don’t land in the moon, you’ve got nothing.
What is the top trend in the creative industry in the USA this year?
Clients and agencies are always looking for the next big thing. It could be a new app, a new social media platform or a new cat meme. While all the eyes are on data and AI, Nike just went in the other direction, trust its guts and launched its most successful campaign ever. The Nike 30th anniversary “Just Do It” campaign started on a pretty old fashioned away. A great line (Believe in something. Even it means to sacrifice everything) and a powerful image (Colin Kaepernick – the NFL player who ignited a firestorm of controversy by choosing to kneel on one knee rather than stand while the United States national anthem). What proves that a great idea will always be powerful than any new media or a new trend.
What can we expect from your presentation at the festival Kaktus 2018?
I hope it will be a painful and fun experience.