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Tássia Cunha

As an Art Director, Tássia's vast experiences allow her to create insightful creative campaigns and innovative ideas.

Interview with the 2020 MUSE Creative Awards Winner - Tássia Cunha

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

First, I would like to thank you for the award and this opportunity. I was a graphic designer in Brazil for 11 years when I decided it was time to upgrade my creative skills and enter Advertising. So I’m currently studying Art Direction at Miami Ad School in Miami.

My work experience ranges from local brands like Bradesco, Natura, and Claro, to global brands like L’Oréal (Garnier, Kérastase, Elvive) and Nokia.

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

Art and design have been a part of my life since childhood. My creative passion began with drawing and later moved towards web design. Today the desire for my work to be seen and to impact the lives of others is what drives me.

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

I’m an art director and graphic designer. Although I’ve owned a graphic design business for many years, I’ve come to Miami to refocus on art direction and to pursue a career in advertising.

4What does “creativity” mean to you?

Thinking differently. Detecting an unrecognizable human truth and communicating it in an unpredictable yet simple way.

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

A creative idea gets people to identify with it, while also being unpredictable. It gets that “Wow, that is so true!” reaction.

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

First, I read the brief several times, highlighting the most important information. Then comes research - an extensive review of the business, the product, the competition, and what was done before in terms of design and advertising. Next I start writing and sketching insights and concepts. Then I read the brief again and select my strongest idea to execute on.

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

Executing the idea is my favorite part. Bringing the idea to life. Giving it a face with colors, images, and shapes. And a voice with copywriting.

8Describe your creative style and its main characteristics.

I try not to have a creative style. I think it kind of stifles my creativity. Every project is different, each one has its own needs. That’s why I feel I should be able to create the best solution which fits the brand's style while still feeling fresh and new.

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

Yes. I truly believe creativity is shaped by experience. Everything we experience in our lives contributes somehow to our way of thinking.

10Congratulations! As the winner of the 2020 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

I’m honored and overjoyed. Being recognized as one of the best creative teams in the world by one of the most prestigious award shows means a lot. Again, thank you very much!

11Can you explain a bit about the winning work you entered into the 2020 MUSE Creative Awards, and why you chose to enter this project?

#Saltynotsorry is a Lay's campaign encouraging people to be honest and to have fun, no matter the situation. We were very proud of it and saw potential in our idea. So we thought we should submit it for evaluation by the respected jury of MUSE Creative Awards.

12What was the biggest challenge with this project?

Time, definitely. We had a very unique idea in our hands so we needed to find the best way to communicate it, to test it and retest it until it felt just right.

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

It makes a big difference, especially if you are entering a new market. Having an Award Winning project from a recognized institution such as yours definitely gets you noticed.

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

I love being part of this fascinating industry. It’s hard to choose only three, but I guess I can say:

- The creative environment, being surrounded by very creative individuals and being able to be my true self;

- Every day is a new challenge, I don’t have a routine;

- The fact that we have the potential to create a trend or even change culture with a 30 second spot.

15What makes your country specifically, unique in the creative industry?

Brazil has been recognized as a country of creative people. There’s something about our passion, our joy, and of course our nature. As I said before, our life experiences shape our creative thinking so when we mix these things, it creates something very unique.

16Where do you see the evolution of creative industry going over the next 5-10 years?

More interactive and more personalized. For advertising, I envision speaking to groups which have never been the focus of traditional advertising and in new ways of which we had never dreamed.

17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Fuel your creative thinking: research as much as you can. The idea will come. And practice your craft so you can convey your message in the best way possible. Impress the jury with something new, unpredictable and most of all, simple.

18What resources would you recommend to someone who wants to improve their skills in the creative industry?

Master your craft. Be it art direction, copywriting, anything. The way you say it is as important as what want to say. If you can’t find a way to communicate your idea well, then it’s not a good idea.

19Who has inspired you in your life and why?

My biggest inspiration was my dad, who being an artist himself has always encouraged me to explore my love for art and design.

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

If there is a key to success, I believe it is to work hard every single day. Always focus on excellence and differentiating yourself.

Winning Entries

#Saltynotsorry | Lay's | 2020

#saltynotsorry | Lay's | MUSE Creative Awards

#Saltynotsorry is an integrated campaign encouraging people to be honest and have fun, no matter the situation...
(read more at MUSE Creative Awards)

Miami Ad School

Miami Ad School is one of the world’s premier advertising schools, teaching students how to develop their skills in creativity and business innovation.