Interview with Ted Pedro, Art Director, United States

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Ted Pedro

As a fledging Art Director, Ted's vision in advertising has led him to tinkering new ideas and concepts for brands.

Interview with the 2020 MUSE Creative Awards Winner - Ted Pedro

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

Hi, I am Ted an Art Director from Calgary, Alberta, but now based in Toronto, Canada. Before pursuing advertising I have co-founded a streetwear brand called FreeMotive, working on mostly the design of the apparel and the events/promotions/ads we would show our audience. In advertising I have had experience working at prestigious agencies like Droga5 in New York and Momentum, Toronto.

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

Being a creative is fun. Making things and coming up with ideas to create new things is the best job ever created.

3What does “creativity” mean to you?

Creativity is extremely important in the world. It is the thing that progresses the world. Without creativity and thinking of things outside the box, the world wouldn't be as it is right now. We would still be stuck in the stone age.

4To you, what makes a “creative” idea and/or design?

I have been told this by many of my mentors, great, award winning, Creative Ideas need 3 requirements. It has to be Simple, Original and Provocative. At least have 2 of those but if you have all 3 you have something good in your hands.

5Tell us about your creative and/or design process.

Imagine you're playing one-on-one with LeBron James. Most of the time he'll block you, but there's always a chance to score. It's the same way with creativity; most of the time you're blocked and the competition is stiff, but there's always a chance a great idea will come along and you'll win big.

6What's your favorite part of the creative process and why?

The collaboration and the fun that comes out of it. By surrounding yourself with talented people who want to produce an amazing idea, it creates a fun environment with jokes, stories and aha moments.

7Do you think your country and its cultural heritage has an impact on your creativity process?

Huge impact, your background, your culture, your experience have huge influence in your creativity. All of the things you experience have some sort of influence to your way of thinking and your perspective in the world.

8How has winning an Award developed your practice/career?

It does help you stand out above the rest. I’ve won a few awards at big shows like Vega Digital awards and Muse Creative awards. They for sure helped out to get me noticed while applying for jobs. I also just like the competition aspect of it, it always leads to great work.

9If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Submit to MUSE and all other IAA award shows! It's fun, competitive and gets your work shown to the creative industry. Who cares if you don't win, it's just another portfolio piece that you are proud of.

10What resources would you recommend to someone who wants to improve their skills in the creative industry?

Experience things, expose yourself to new skills like painting or explore another place you haven't been to before or even talk to strangers. The way you see the world and your experiences drastically improves your creativity. That just gives you one more different perspective that your peers don't have.

11Do you have anything else you would like to add to the interview?

Thank you again to IAA and Muse for recognizing the work the team and I created. I look forward to the next shows coming to see what kind of work come out of it.

Winning Entries

Gang For Good | 2020

Gang for Good | Ted Pedro | MUSE Creative Awards

Over 10,000 women in the UK are in gangs, specifically those aged 10-24. If you get recruited or pressured into a gang, it's hard and life threatening to get...
(read more at MUSE Creative Awards)

AirTime | 2020

Airtime | Ted Pedro | MUSE Creative Awards

Martini "Air Time" is connecting friends and family across the globe (regardless of visa or passport status). We're overcoming legal technicalities, by chartering...
(read more at MUSE Creative Awards)