Bruno Regalo, Head of Art & Design, TBWA Chiat\Day, Los Angeles
We are in the middle of an important chapter in history, one that will soon be in the history books. The world is closed, no theatres, soccer, beach, parks, and concerts. In a few weeks, we were closed at home with no plans about a return to “normal” life and having to remember another old lesson from the history books: The adaptability of human beings.
The scenario is one of uncertainty, the USA is one of the countries with the largest number of infected, layoffs in all industries, decreases in budgets, economic crisis, but also reinvention, the need to discover new formats, new ideas, new languages , and connections. I believe that in times of greatest difficulty is that creativity becomes a fundamental tool and agent of change. A good and true “cliché.”
Agencies will learn that home office is possible and may not need so many fancy buildings around the world, a few dozen business trips are not so necessary, that we are just a click away from any important meeting, it will be a great time to cut the corporate bullshit and unnecessary expenditure of time and money.
Chiat\Day adapted quickly, not only working more effectively, being even more proactive with clients but mainly taking care of and closely monitoring their teams with mental health projects, support content of all kinds, from projects for mothers and children or links to exercises and culture curation for moments of leisure. Has been an important and inspiring team growth.
Some of my daily challenges are:
Between one review and another, I’m trying to maintain mental sanity, a trim beard, fighting anxiety, taking care of food, having definite pause times, knowing how to impose some time limits (since in the home office you can easily enter nights into work) balancing all this trying to connect with personal life between friends and family online.
I hope that very soon we are embracing those we love and returning to a new routine, valuing more details that previously went unnoticed. That the jeans come back.
We will come out stronger and better this pandemic.
Stay safe and healthy, fellas.
Left: Lürzer's Archive 5-2019. Ad Agency: TBWA\Chiat\Day, Los Angeles. CD: Mark Peters, Renato Fernandez, Doug Menezes. AD: Paulo Cruz, Bruno Regalo. CW: Adam Aceino. Director: AG Rojas. Prod.Comp.: Park Pictures
Right: Lürzer's Archive 2-2019. Ad Agency: TBWA\Chiat\Day, Los Angeles. CD: Renato Fernandez, Brothers and Sisters, London. AD: Nic Buckingham, Bruno Regalo. CW: Gabriel Miller