ADRIANO DOCCONI
Adriano Docconi created his first portfolio in college and is now a senior copywriter at Perfil 252, an award-winning agency in Belo Horizonte, Brazil. The creative talks clever print ads and dream collaborations with Neil Gaimon.
Image: Adriano Docconi
I start my day by...
Kissing my wife, petting my cats and opening my Kindle.
At the moment I am working on...
A new campaign for Academia de Ideias, an institution that offers extra-academic courses, seminars, lectures and discussions in different fields alongside intellectuals in the Brazilian scene.
The best piece of creative work around at the moment is...
One of the best campaigns that I saw recently is The Cape Times newspaper campaign by Lowe Bull Cape Town, South Africa. The ads show famous images as if the person in the photo is taking a picture of themselves.
The images in these ads are so powerful that they work alone. Without reading any text, you understand the concept and what the newspaper is trying to say about itself. And then you see the copy “You can’t get any closer to the news”. Brilliant.
I am inspired by...
When someone is not afraid to work really hard to do something new.
This year I’ll be attending...
Cannes Festival.
The next big thing in advertising is going to be...
I think the next big thing in advertising is going to be television converging with the internet making advertising more interactive. This can transform advertising from a passive experience into an engaging one.
The viewer will be able to respond instantly by clicking the remote and the experience can be broaden further by driving him to second screens like smartphones and tablets, making for a really integrated campaign.
The piece of advertising work I wish I had thought of is...
I wish I had thought of the Old Spice “The Man Your Man Could Smell Like” campaign. It is brilliant, funny, memorable and sparked a viral firestorm. It has the kind of nonsense that I always wish I could pull off and I can only admire the person who managed to sell it to the client.
In a film about my life, I’d like to be played by...
John Cusack.
The screen background on my mobile phone is ...
A photo of my wife holding our cats.
My last social media update said...
“Just finished reading Mr. Penumbra's 24-hour Bookstore by Robin Sloan. Really good =)”
My dream collaboration is...
David Droga, illustrator Art Spielgman, the writer Neil Gaiman and a very happy version of me.
In up and coming talent, I look for...
I look for people who really love the work. Someone who gets goose bumps when they create the right copy or a great concept. I think that loving what you do is the first pass for doing something others will love too.
A piece of criticism I’ve received was...
“Tone it down a bit.”
The last song I listened to was...
“Futebol no Inferno” from Brazilian folk band “Caju & Castanha”.
Image: The Cape Times "You can't get any closer to the news" by Lowe Bull, Cape Town
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