GUSTAVO SARKIS
Gustavo Sarkis was a creative at AlmapBBDO, São Paulo, before taking his award-winning copywriting skills to Los Angeles agency TBWA\Chiat\Day. He talks Cannes, investigative journalism and social media in advertising.
Image: Gustavo Sarkis, Copywriter, TBWA\Chiat\Day, Los Angeles.
At the moment, I am working on...
We’ve just had some of the best creative teams in TBWA working together on a pitch for a week. It was such a great experience to have so many talented people in one room. Each good idea that anyone of us had would inspire the others to try and do even better. At the same time, we would all contribute and try to improve each other’s ideas. A competitive but collaborative environment is a very fertile place for great work.
The best piece of creative work around at the moment is...
“Three Little Pigs” for The Guardian. It’s not an easy task to talk about investigative journalism. Clients tend to be too cautious or too serious when doing that.
What inspires me is...
Anyone who shows great passion for his craft will inspire me, no matter if he is a chef, a writer or an architect. When I see great work, I like to learn more about who did it and how he relates to the work he does. Knowing how some people struggled to overcome every obstacle and have their ideas perfectly executed gives me hope to keep on fighting for good work.
The festival I will be attending this year is...
I wouldn’t want to miss Cannes. I still think this is the place to be. No other festival brings together so many brilliant minds from all over the world, especially those from outside of the advertising industry, which often help us see ourselves through a fresh perspective. Some people complain it has gotten too big, there are too many categories and too many lions are given out. I think it just reflects the way advertising has changed. It’s not just about sitting there and watching ads anymore; it’s about interacting with the industry.
What got my attention at the last festival I attended is...
The shifts in the world’s economy can mostly be seen in the outcomes of many advertising festivals out there. Countries with no tradition in good advertising are starting to present fresh and good work. Last year’s Cannes Press Grand Prix came from China, while a great Lego campaign won a Gold for Russia.
The best time to be a creative was...
It might have been really nice to work in those days when people trusted their intuition more than the research. But in reality I’d rather focus on looking ahead and trying to make the best out of the moment we are living in right now.
The next big thing in the world of advertising will be...
There should be much more to come in social media. Bringing people together, sharing thoughts, ideas and moments through digital media is something that caught the world’s attention in a very early stage and this could still evolve to something much bigger than what we have right now.
The piece of digital work I wish I had thought of is...
I love the digital campaign for Old Spice. By creating a shooting set ready to write, produce and air hundreds of videos in response to YouTube comments, they’ve set up a new way of interacting with the consumer.
In a film, I would like to be played by...
I remember someone saying the ideal actor would have the looks of George Clooney and the brains of Woody Allen. In my case, I think any actor with the brains of George Clooney and the looks of Woody Allen will do.
In my industry, I admire...
It’s not easy to be a creative leader for a big advertising group and at the same time keep up the rebel spirit, as if you were a raging art director in the beginning of your career. Lee Clow manages to do it like no one else.
In up and coming talent, I look for...
I really like when I bump into someone who is just getting started in advertising and is completely in love with this whole new world. When you are a beginner, you have no skills, no experience, and no technique. All you have is your heart. And that may give you enough willpower to gather all the skills you need to succeed in your career.
A piece of criticism I’ve received...
“Dad works too much.” From my two year old son.
The last piece of music I listened to was...
“Mas Que Nada” by Jorge Ben Jor.
Video: The Guardian "Three Little Pigs" as part of the media organisation's Open Journalism campaign.
See Gustavo Sarkis' work that has featured in the magazine here.
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