I am Gabs Samame, a Peruvian art director. I initially started my Advertising career on social media. Being inside the industry made me realize I have fond of art direction and the wide capabilities. That’s when I decided to pivot and start my journey as an art director.

I have always loved art, the way people interpret it, and how it can impact with an emotion. Being a digital designer lets me show my work and impact more people.

I love good designs, no matter the kind. It could be a good UX, an online experience, a meme, an app, an image or a video.

For me, a good design needs to have a porpoise, whether it helps to resolve a problem or build a story. I see designs as a way of communication.

I believe I don’t have a style. I really try to be a chameleon in this regard. I usually see what I want to communicate, what’s the brand or intention, and then I adapt to that style.

Why would it be meaningful to the audience?

What would be the most fascinating but appropriate medium to tell this story?

Is there a way to both teach the audience something and make it entertaining?

I usually start with the ideation, design-wise I do look for inspiration around for while. After that, I do start with my mood board and try to connect all the dots.

Since my foundation is in sound I often explore sound and music to get a feel for the emotion I am trying to convey. Later sound helps fill in extra details that the audience might not see visually. I try to create a theater of the mind for the audience (imagination/perception) in the design. I love technology but I still look for the most accessible tech to make a design feasible and easy to modify.

I remember in one class we had to create a typeface from a fence picture I took. I learned there that inspiration literally can come from anywhere. It all depends on how do you look at things.

NFTs. It’s insane how there is a new market for digital art.

Thanks! It’s an honor for me to win such a well-regarded international award. This award creates not only exposure but more opportunities. It’s amazing to see my work being recognized next to such amazing other winners.

2020 has been a difficult and different year for everyone and with the lockdown, a lot of people are feeling trap inside. A recent study found that 90% of drivers reported feeling happy when listening to music while driving. To show how Spotify plays a role in the car beyond our traditional commute, we created a Spotify Rx, a campaign that shows how listening to music while driving is like medicine for the mind.

I think the main challenge was in this case the opportunity, COVID-19. We had to think of an experience that can work while keeping everyone safe.

I love to use the technology for good, the innovation, and the easy access.

I feel Peru is growing in the digital industry, cases like the UTEC Billboard that purifies air turning it into potable water makes me feel we are on a good track.

I feel that we will enter an era of hyper-personalization when it comes to content, services, products, and advertising efforts.

Never give up, always learn, and find opportunities for growth. Be the person you would want to work with. And always stay humble, collaborative, and approachable. Success and recognition will follow.

Try to network and find a local community of people to learn from and share. This is important for so many reasons. Events like game jams, social clubs, and conventions are a great starting point.

I am lucky to say, my family. My mom, as a personal coach is always inspiring me to keep growing. My brother, as an innovation consultant inspires me to stay out of my comfort zone.

I think the key to success is learning from mistakes and keep working. Don’t let one bad moment take you away from your dream. The practice makes the master.

As for words of wisdom. Of all the skills you can learn, learn to adapt, this will get you the furthest.

I just want to thank Vega Awards for this opportunity and for highlighting work that inspires us.