As a fledging Art Director, Paola’s experiences with creative agencies such as Ogilvy and DDB allowed her to channel her creativity into highly sustainable ideas for the future.
Hi, I'm Paola a recent Art Direction grad with a love for colorful, sustainable, and humanizing ideas. I thrive when I get to work on campaigns that better our relationship with ourselves, the world and others. I studied Advertising with a minor in Marketing at the Peruvian University of Applied Sciences and started my career interning at the creative department of the United Nations in Peru, where I'm proudly from. Right after that, I followed my dream to become an Art Director studying at Miami Ad School San Francisco and that, took me to places. I got to be part of Ogilvy NY, Saatchi & Saatchi NY, Edelman NY and DDB Berlin. Working closely at their creative department as part of their agency labs I developed ideas for Volkswagen, Olay, Adobe, CareCredit, Champix, Tide, Bounty, Crest, Iberostar, and others. Currently I dedicate my free time on developing passion projects related to climate change, sustainability and mental health. And, I am about to start a mentorship program held by The One Club with Goodby Silverstein & Partners!
I always knew I was going to do something related to art, creativity, and entrepreneurship. I've always gravitated towards the world of ideas, so I was lucky to know what I wanted from an early age. What made me become an Art Director more specifically was curiosity and love I had to learn many things. The internet rabbit holes I constantly fall into, But to be honest, I think every day I find a new reason why I want to be creative. Very recently and as a result of the COVID-19 pandemic, I realized I want to focus my talent into climate change ideas.
I am an Art Director, Marketer, Illustrator by hobby, and a deep thinker human. I live too much on my mind exploring concepts I just learned through a random youtube video at 3 am. or by discovering new art places, bars, streets, concerts, etc.
I am constantly coming up with ideas for anything but feel more inspired if my goal is to help the world and our society be more sustainable. #SaveTheFishies
It means freedom and responsibility. To have the ability to educate your creativity and make it your job feels freeing and inspiring but it also comes with a big responsibility to focus that talent into ideas that make us grow as a society in any way.
Creativity is very subjective. And that's what makes it free and inspiring. It depends on your background, culture, point of view, expectations, economic status, etc. Many things influence you to perceive something as creative but that's the beautiful thing about it. There's room for everyone to express themselves.
My creative process starts with a thought. This could be a cool finding that sounds like an insight or a new invention idea/product that solves a problem. It usually comes at night, when I'm about to sleep recapitulating my day. It puts me on alert mode and can't go back to sleep until I put it on paper. It is followed but some other 5 or 6 ideas that are at random about anything basically.
I think this happens because I'm in constant learning, curious about many broader topics when I'm awake that I'm more sensitive to just get strike by a thought my mind creates in a subconscious level.
When it starts to get a shape. Many of the thoughts or ideas that come to my mind die prematurely. But when they survive, it's exciting to see how they are becoming something promising, they are actually making sense, solving a problem, they interest a target and they are under the budget.
My creative style is based on curiosity. The more rabbit holes you engage in, the more content you've got to create from. Curiosity makes you go out of your comfort zone more often too and that's key to keep you interested, passionate, and effective on your creative job. Also, to find something that you really CARE about it's important. To find something that at your core moves you, gives you a PURPOSE. For me, it's helping to fight climate change and its many consequences. Being in the office or out of it is not going to stop that fact I'm always going to be creating moved by that purpose.
I think it has. The soul of my country is based on entrepreneurship, start-ups, creative solutions, consistency, and especially, resilience. I can confidently say, I can feel those characteristics being alive and thriving in me on a professional and personal level. I was 5 years old when I got the idea to create a brand of accessories out of piñata toys I collected from the parties I went as a kid. I do believe that innocent game primed me for the career path I chose later on.
We are very happy to have been recognized by MUSE in its 2020 edition. We believe that recognition fosters more creativity, more ideas solving problems and that just can be only good for everyone.
Our project is called "Colors of Change". This piece was thought behind the concern we as creatives have for climate change and the role we play to educate others about this issue. Snow is turning green and lakes are turning red. Why? Because of climate change. The planet’s color palette is changing for the worse and we need to do something about it. Through a line of limited edition t-shirts in colors that have overtaken Earth’s natural color scheme, United Colors of Benetton wanted to raise awareness about the climate crisis while making a strong (fashion) statement.
We didn't encounter many challenges with this project. We are very happy with the result. We wish we could make it in real life though, we think it could have a great impact.
It has inspired me to think about the next idea and hence, developing a stronger portfolio.
1. Potential for solving worldwide issues.
2. Nothing is "too much".
3. We are constantly learning from things that haven't existed a few months ago and we create things that haven't been here or connected in that way before.
We are such a resilient country. And creativity has to be resilient to flourish and materialize into a campaign, product, innovation, something people can touch, see, feel, connect to, and eventually learn from. Being a Peruvian creative makes me resourceful. I will always have options, energy, drive during the darkest hours of many creative processes.
More focused on fixing the things we have created as a way to make our lives easier.
Creating with the purpose of fighting climate change as a result of industrialization. Creating with the purpose of healing mental health problems as a result of consumerist social media. And so on. Creating with a sense of balance too, with intention, not just for the money.
Create for yourself and the purpose you've got at your core. If you create something just to win an award it will show and it won't make you as happy.
The internet. Nowadays, there are many websites that teach you for free step by step the technical stuff. To be better at creating, just keep creating, the more you do it the more you will understand it. And, keep connecting, we all have something to learn from each other and all great ideas need a team.
My creativity helps me deal with anxiety and depression. It has saved me from painful break-ups and lonely places.
The potential of the person I can become. The faith I've got in myself. The person I want to be for my loved ones.
Oh god, I think I better start thinking about my TED talk presentation with all these answers.
Be yourself. Don't copy, your essence will flourish in time and you will love it. Be resilient, persistent, and passionate that's going to make you finish the work no matter how hard it gets and agencies need that kind of drive. Have a purpose is more important than having a profession. Be confident and start up your own ideas don't wait to be legit and work for an agency, if you're passionate about it you already have what it takes.
Thanks to anyone that read through it until the end :) Let's connect on Linkedin!
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