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María Díaz

María Díaz is an Art Director, Creative, and Illustrator. Grasping outstanding concepts by letting her mind wander loose has always been her way to creating wonders!

Interview with the 2021 MUSE Creative Awards Winner - Maria Diaz Diaz

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

I am Maria Diaz Diaz, a Honduran Art, and Creative Director.

Since I was very young I always had an artistic background, I got my first bachelor's in Advertising, my first job was in BBDO Honduras I was in charge of Social Media Production. While working in BBDO I pursued my second bachelor's in Graphic Design which led to my second job as an Art Director in Kazara, a boutique agency. My third job was as the Digital Marketing Manager of the Honduras Tourism Board.

2What made you become/why did you choose to become a creative?

I can say that the class that made me pursue creativity and made me fall in love with creative ads was Creative Advertising, my professor Mauricio Medina did daily drills, and somehow almost every day I was on top of the class, which made me realize. Hey! I might be good at this, and then my passion was to do that for a living.

3Tell us more about your business/company, job profile, and what you do.

I am a recent FIU/Miami Ad school Grad student, I will soon start a new position as a Brand Creative Director in Lerma Advertising.

4What does “creativity” mean to you?

The meaning that the word creativity holds to me is more like a requirement, I try in everything I do to add that "special touch", "boldness", "those extra minutes of brainstorming that lead to THE IDEA", "not settling and always digging deeper".

5To you, what makes a “creative” idea and/or design?

It has to be insightful and to echo emotions, surprise, and make something spark in the mind of the audience.

6Tell us about your creative and/or design process.

Whenever I get a new brief this is usually how it goes:

1. I read the brief, re-read it, highlight it, make it my best friend!

2. I write down whatever ideas spark while reading the brief

3. I do research, I go online and research, see similar problems and how they were solved.

4. I write again more ideas, I share them with the team

5. We read the brief again and see which of all the ideas will most likely solve it

6. We choose one idea we like the most and start developing the campaign from there

7. Pitch it to get feedback from peers and team members

8. Work on any feedback


7What's your favorite part of the creative process and why?

I love brainstorming, I like thinking of weird and crazy ideas and then just seeing them evolve, have more legs and actually bring them down in order for them to solve the brief. An extra factor, I love it when the idea is done, it is time to pitch and the reactions!

8Describe your creative style and its main characteristics.

I would say that my graphic style is very colorful, in fact, my personal branding has a lot to do with pink. I pay close attention to the overall aesthetic, I try for everything to be cohesive and meaningful.

I would say my creative style is going for the "crazy ideas", there is something about boldness that just calls my name.

9Do you think your country and its cultural heritage has an impact on your creativity process?

Yes, it has had a great impact because it was in my country where I discovered my passion for creativity. Although including my heritage in all of my pieces may not be the ideal solution, because every audience is different.

10Congratulations! As the winner of the 2021 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

It is an incredible honor, seeing how this idea started and how it evolved and became what it is now is truly amazing. This idea could not have come to life without the team, each of us was able to elevate the idea more and more.

11Can you explain a bit about the winning work you entered into the 2021 MUSE Creative Awards, and why you chose to enter this project?

This started a class assignment Aditi Sobti and Jamal Means had, then as a team, we gathered with Cecilia Minashes and me and discussed how can we elevate this idea even more? After brainstorming and working on the idea, we came up with Oreo Braille.

12What was the biggest challenge with this project?

I think that one of the biggest challenges was that all of us were in different locations, we could not meet in person and had different time zones and schedules.

13How has winning an Award developed your practice/career?

I think that winning an award gives you that recognition, many times we know our ideas are amazing but having that extra validation is what makes us feel even more confident. This prestigious award also gives us as creatives a validation in the field that our work was submitted and judged and it won.

14What are your top three (3) favorite things about our industry?

Innovation. Creativity. The use of creativity for social purposes

15Where do you see the evolution of creative industry going over the next 5-10 years?

I think that technology will have an even bigger impact on advertising. With Ai in design and even in copywriting, we may get to see more of that.

16If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Give it your all, go the extra mile, have a good network of creative professionals, and try to get their feedback.

17What resources would you recommend to someone who wants to improve their skills in the creative industry?

Always keep yourself updated, Google, Adobe, Linked In, and many other companies have workshops and learning gateways creatives should explore and get the most out of them.

18Tell us something you have never told anyone else.

I do jingles! Yes, in a very non-professional way but that was one of my skills in Creative Advertising Class. I pitched a jingle by singing it in front of the whole class, in the end, I won the client which was worth it.

19Who has inspired you in your life and why?

My family and friends have inspired me, my parents have taught me to dream big, and they dream big with me. My friends give me their support and celebrate each of my milestones.

20What is your key to success? Any parting words of wisdom?

Never lose your muchness! Yes one of my favorite quotes from Alice in Wonderland, always keep that special factor that defines you and makes you stand out, go the extra mile, and dream big.

21What resources would you recommend to someone who wants to improve their skills in the creative industry?

Yes, my team, Aditi Sobti, Cecilia Minashes, and Jamal Means, I am very thankful for them and to know that we won this award together, also our mentor Federico Giraldo was amazing support and guidance throughout this process.

Winning Entries

We Won't Wait | 2021


Potty Parity refers to providing men and women with equal access to public toilets. It is an issue of gender discrimination that is both under-discussed and highly experienced...
(read more at MUSE Creative Awards)

Cookies Lesson For All | 2021


It is estimated that 1 in 3 people who have a disability live in poverty. People with visual impairment fall under...
(read more at MUSE Creative Awards)

María Díaz Díaz

María Díaz is an Art Director, Creative, and Illustrator. Grasping outstanding concepts by letting her mind wander loose has always been her way to creating wonders!

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