As an Art Director, Tássia's vast experiences allow her to create insightful creative campaigns and innovative ideas.
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.
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.
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.
Thinking differently. Detecting an unrecognizable human truth and communicating it in an unpredictable yet simple way.
A creative idea gets people to identify with it, while also being unpredictable. It gets that “Wow, that is so true!” reaction.
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.
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.
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.
Yes. I truly believe creativity is shaped by experience. Everything we experience in our lives contributes somehow to our way of thinking.
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!
#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.
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.
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.
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.
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.
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.
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.
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.
My biggest inspiration was my dad, who being an artist himself has always encouraged me to explore my love for art and design.
If there is a key to success, I believe it is to work hard every single day. Always focus on excellence and differentiating yourself.
Miami Ad School is one of the world’s premier advertising schools, teaching students how to develop their skills in creativity and business innovation.