PEDRO IZIQUE
Wieden + Kennedy's Pedro Izique has won numerous times at Cannes and has featured in our magazine for campaigns including WWF and Unicef. He talks dream football collaborations and the people he admires most in advertising.
Image: Pedro Izique, Senior Art Director at Wieden + Kennedy, São Paulo.
At the moment I am working on...
Right now I’m working for CÎROC’s new global campaign. I’m really excited about the opportunity to come up with a different art direction for this premium vodka brand.
In addition to this we are also producing an amazing animation for a Brazilian Soccer Channel’s TV spot. The bottom line is: I’m very happy with all the work W+K, São Paulo has done this year. As well as our Coca-Cola World Cup Global campaign, the agency worked really hard and won some cool new accounts.
The best piece of creative work around at the moment is...
A P&G film for the Olympics from W+K, Portland. It’s impossible not to like it. It doesn’t look like a TV Spot, it looks real. I think adverting should be made for you, not for the people. So it’s okay if an advertising piece has mistakes and is ‘dirty’. Everybody knows how the world really is, and it’s not perfect.
Video: Proctor & Gamble "Best Job" London 2012 Olympic Games Film by W+K, Portland.
The festival I’ll be at this year is...
I like Cannes festival. Especially the film and advertising categories. It differentiates you from the others and, more than that, it gives you a global perspective. It isn’t American, European or Asian. That’s why I think it reflects a macro way of thinking. It’s an industry mind opener.
What inspires me is...
I love good art. Who doesn’t? It excites me.
What caught my eye at the last festival I attended is...
It’s hard to say. By heart, I love Benetton’s Unhate campaign. It reminds me of Oliviero Toscani’s style and brings me back the cool side of the brand. Another bold one is the series of Wrangler prints from Fred & Farid. In a basic and really simple way they show the models on fire. A fresh way to say “We are Animals”. Muito bom.
The best time to be a creative was...
I don’t know. What I am sure of is that right now is a really hard time to be one. Today people are used to mixing up an execution with an idea.
The next big thing in the world of advertising will be...
The Second Scream. It doesn’t mean a mobile. It’s bigger than that. Guillermo Vega and Luiz Filipin always talk about that.
The digital work I wish I had thought of is...
Facebook.
In a film I want to be played by...
Rocky Balboa.
In my industry I admire...
It’s the hardest question but I picked some important names for me: Marcello Serpa, like every Brazilian art director, is great because of his simplicity and colours. Icaro Doria because of his sharp mind. Danilo Boer, Arthur D’araujo, Guilherme Nóbrega because of their aggressive hands. I love Erik Vervrogen and Philippe Taroux’s craft work. All of them really inspire me in the way I do my art direction. And there are 48,273,282,813 other names.
My dream collaboration is...
Neymar and Jajá - the best actual soccer player and the best soccer player from my childhood home.
In up and coming talent I look for...
I don’t think there’s a rule. The easy answer is focus and artistic vein. Focus is important because it helps to finish the work to deadlines in an unexpected way. An artist’s background helps to find new ways and brilliant responses.
The last song I listened to was...
Circo Motel just played here at W+K, Sao Paulo and it was awesome.
Video: Circo Motel play at W + K, São Paulo.
View Pedro Izique's work that has been featured in Lürzer's Archive.
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