Eduardo Tavares, VP Creative Director for Craft & Design at Area 23, where he works with major pharma clients like Lilly, Bayer, Beiersdorf, Boehringer Ingelheim, New York City Hall. Before that he worked for 7 years in Lisbon, at BAR Lisboa, BBDO Portugal and FCB Lisboa. Working with clients like Sagres, EDP, Mercedes, 7UP, Nivea, Royal Canin, The UN Refugee Agency for the Portuguese, Spanish and African markets.
How did you get into advertising?
As a kid, I always loved drawing. And major “fault” for it comes from watching over and over a videotape my father got at his work. At that time he worked at the sales force of a large tomato sauce company, and they produced a ton of fun commercials using Brazil’s main child characters (Turma da Mônica). That was enough to make me fall in love. First for drawing all those characters, and second for advertising.
Like I said, drawing was my first passion. That’s why my main goal as a teenager was to be a comic book artist. Until today I keep my refusal letters from Marvel, DC and Maurício de Sousa Studio (the same one that produced those commercials I loved as a child). After all those NO’s I had to find something else. I needed to decide a career and get inside an university. So I reminded of that second passion of mine, where maybe I could also apply my drawing skills. So I got into an advertising course. It took me a little while to get into the advertising market – first I worked on the sales department of some companies where I could make a little more money than the regular ad internships – when I finally got into a very tiny agency. At first working as an illustrator for a supposed big project they were about to grab. Obviously, that project didn’t happened, and I ended with pages and pages of illustrations of characters and histories that went straight to the garbage. With nothing better to offer, they just looked at me and asked: “Hey, since you are already here…what if you become an art director?”
The best piece of creative work around at the moment is?
Everything from David Miami (and from my good friends Pellizaro and Zampa). From Coca Cola “Try not to hear this” going through Burger King “The Stevenage Challenge” until Budweiser “Typical American” Superbowl ad. I am a huge fan.
What do you think the piece of advertising work you wish you had thought of is?
“The Fake News Stand” from TBWA Chiat. I find that insight incredibly powerful. And all the execution of the newspapers and magazines is just jaw dropping.
What do you think the next big advertising trend is going to be?
The trends came and go, but what is below them never change. It can be through a tech hack, a giant production commercial, a very clever ad or the smallest social post. Under all them, despite of the cover remains the biggest “trend” of all time: storytelling.
Your dream collaboration is?
Alex Ross. Why not dream of a collaboration with one of the most amazing comic book artist of all times in a campaign?
A great piece of advice I received…