ORIOL VILLAR
Oriol Villar is no stranger to Lürzer’s Archive, with several of his campaigns for Nike and Honda appearing in the magazine. The co-founder of Barcelona shop, Villar-Rosàs, tells us about young people and his design gallery project, Otrascosas.
Image: Oriol Villar, creative director, Villar-Rosàs, Barcelona.
At the moment I am working on...
Three years ago we opened Otrascosas (“other things”). This is a space in the agency for exhibitions, workshops... all those other things that have nothing to do with ads. Now we are re-conceptualising it. Next season we want to bring the best design work closer to people. I mean "normal" people. It is a very nice project. This allows me to work alongside amazing human beings who usually try to stay away from the advertising world.
The best piece of creative work around at the moment is...
A piece of creative work is like the page of a novel. I rather prefer to read the entire book. I really like those campaigns that try to build a long term relationship between brands and people. This is the only way to give direction, which I think it should be the main purpose for a creative director. I like Nike, Ray Ban, Chipotle, Louis Vuitton and Levi's. I like a lot.
I am inspired by...
All that people who try to do their best at their jobs - from my plumber to Dan Wieden. And I don't mind the result, but the attitude.
What got my attention at the last festival I attended is...
They need to re-think advertising festivals. They are not important or relevant anymore and they should be. Too many festivals, too many awards.
The next big thing in advertising is going to be...
The rise of independent agencies. (Not my thought)
The best time to be a creative was...
I was reading a few months ago that for first time in history, the youngest generation in the rich countries are going to have a lower quality of life than their parents. So I guess in twenty years there will be a lot of opportunities for people who enjoy solving problems in a different way. The world will need creative people more than ever before.
In a film about my life, I’d like to be played by...
Bud Spencer.
In my industry, I admire...
Dan Wieden.
My dream collaboration is...
I'd love to do a project with Yimou Zhang.
In up and coming talent, I look for...
Nice and talented people who want to give.
A piece of criticism I’ve received was...
One of my creative directors once told me after reviewing a project: “Hey, Oriol, maybe you should consider the possibility of taking notes when I'm talking to you”. He was so right.
I still have to learn a lot about this, but I think one of the most important thing in this business is listening to everyone carefully, and taking notes is the best way of remembering what people want to share with you.
The last song I listened to was...
It is called "La Bella Lola". This is a type of music known as Habaneras. The name comes from the fact that these songs were composed by the sailors, who went to Cuba from the Mediterranean Spanish coast at the end of the 19th century. Dare to Spotify it.
Video: Chipotle "Back to the Start" by CAA.
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