Interview with Gabs Samame, Co-Founder of Four4Fun, United States

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Gabs Samame

Gabs refers to marketing communication as a company or an organization’s efforts to create a conversation using different channels and tools, communicating with others in a relatable way.

Interview with the 2021 NYX Marcom Awards Winner - Gabs Samame

1Please give us a brief bio of yourself and your background.

I am Gabs Samame, a Peruvian art director. I have been immersed in advertising for nearly a decade. I initially focussed my career on social media, and during that time grew incredibly fond of art direction and the wide capabilities it has in advertising. That’s when decided to pivot and start my journey as an art director.

2What led you to become a marketing communications professional?

Oddly enough, I discovered my passion for communications when I went to clown school. Meeting a wide spectrum of people from all ages walks of life, and professions gave me a sense of what I wanted for myself and my career: to be a creative and bring joy to others.

3What is your role in the agency, and what traits should a marketing communications professional possess to be successful in their role?

As a creative art director I concept, design, and illustrate the needed assets for campaigns determining the overall look and feel of the clients’ ads. As a marketing communications professional, I am empathic and effectively connect with the masses, and creative so that my work stands out and creates an impact. I these essential traits of an effective art director.

4Tell us more about your agency/company.

I co-founded the creative shop Four4Fun with fellow award-winning creatives Samruddhi Pawar, Joshua Blanco, and Hunter Swink to fill a gap in advertising. We identified the opportunity to make advertising more playful and we went for it. Our first project, the game Commercial Break was the first of its kind in the industry, unique because it is designed by and for advertising professionals. The game has received awards and press coverage as far as Peru! We’re looking forward to launching additional creative projects in the future that bend the traditional rules of advertising.

5What is your own definition of marketing communications?

My definition of marketing communications refers to every little effort that a company or organization makes to create a conversation using different channels and tools. It’s a way of communicating with your target audience in a relatable way.

6Describe your marketing communications style and its main characteristics.

I consider myself a chameleon in this regard. I adapt to various styles that are required for each particular project. However, I do enjoy including playful elements to campaigns so they’re visually engaging and draw viewers in.

7Tell us about your ideation process.

I start by understanding the brand and defining what we want to say, whom we want to reach and where we are going to say it. This is followed by extensive research and a search for truths or insights that resonate with our goal. And last but not least, I share findings with colleagues in brainstorming sessions.

8Congratulations! As the winner of the NYX Marcom Awards, what does it mean for you and your team to receive this distinction?

We are proud, humbled, and honored to have received this grand recognition for our project, Commercial Break. This was a passion project conceived mid-pandemic, so it gives us joy that others are appreciating it as well. The great reception also gives us the confidence to continue to try things that are outside the box!

9How has winning an international award help to promote your agency and works?

Winning such a well-regarded international award helps not only with exposure, but brings to the team more opportunities. It is this type of recognition gives allows us to compete for major projects and garners that much welcome visibility for us.

10What are the challenges of your winning entry(s)?

Commercial Break was born in the pandemic. While the circumstances were a huge part of making our game possible and brining it to life, at the same time, the pandemic was also our biggest challenge due to agencies going remote.

11How has the country you are based in helped during your ideation process?

They say that America is for the dreamers and I completely second that thought. Being in a city like New York, where you are exposed to people from different cultures, homelands, skillsets, and beliefs has been insightful for our team in coming up with more creative ideas for our game Commercial Break and other projects.

12What are the current trends in the marketing communications industry that you are most excited about?

Not that it necessarily counts as a trend, but the recent embrace of diversity at a large scale in the industry is what gets me really excited. Because only through a diversity of people, cultures, and perspectives can great and authentic ideas be born.

13What are the top three (3) favorite things about the marketing communications industry?
The impact, the creativity, and the connection.

14What resources would you recommend to someone who is searching to improve their marketing communications ideas and concepts?

I would recommend spending some time of the day reading articles about the industry. It’s good to know what’s happening and there’s always inspiration in other’s works.

15What is your key to success? Any parting words of wisdom?

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.

16Do you have anything else you would like to add for the interview?

I would just like to thank NYX Marcom Awards for this wonderful opportunity and for giving creative minds the platform they deserve.

Winning Entries

Commercial Break | 2020

Commercial Break | NYX Marcom Awards

Unlike other games, Commercial Break draws inspiration from life in various agency departments, emphasizing the comical nuances that...
(read more at NYX Marcom Awards)


Four4Fun is an award-winning design studio based in the United States.