My name is Marcelo I don’t know how I would define myself anymore I arrived as an art director, that’s what I studied for I am a Designer also I studied communications But when I arrived here, something which was an eye opener for me, you end up being transformed into a Creative I don’t like the Creative title, everyone is creative Compared to Brazil, for me, the big difference to here was We would be much more hands on than here This has the advantaged of making you completely focused on ideas And in the end, many other people will make your idea come to life in the best possible manner I came here initially to study, to do my masters The plan was to, like many other people, stay here for a year and leave I always worked in advertising agencies in Brazil “Traditional” agencies and here, my work experience has almost always been in non-traditional workplaces I worked in a place called Antidote They are a guerilla marketing agency from JWT They are a small setup – seven people But they do anything from a the design of a postcard to a global Shell advertising campaign This was very cool, very eye-opening – I realised good ideas could come from anywhere not just ad agencies I realised there was life beyond that It was great to have had this experience then I ended up working with Lucas – my former creative double We ended up working with digital Lean Mean Fighting Machine was the first place we worked together after that we went to work at Digitas for a year and a half then we split up, the couple divorced! another thing I learned is that for creative work you always need to work as doubles here this is not the case in Brazil, where you tend to work more on your own here there is this situation where creative doubles stay together for 20 years with Antidote, we created a film for Shell, a 9 minute short movie so we called in a Director to work on the movie so the creative double was working on the project, taking care of the strategy making sure the execution was on brief so on the day I was collaborating and giving my input to the director’s work and back-and-forth so, in my opinion, the more people contributing relevant ideas to the project, the better It’s a big portal of people from all over the world It’s difficult city, and everything here pushes people to their limits I’m always pushing myself to do my best work And I do this because I know other people around me are doing the same It’s a healthy competitive environment It’s a place which is very easy to collaborate with other people on your work everyone is in the same situation as you, in the same vibe everyone trying to produce their best possible work just good is not enough, work has to be excellent the work produced here assumes huge proportions in the world this brings us to a situation similar to Hollywood whatever they produce is immediately present all over the world and it is a similar situation to advertising and communications here I like this question because I don’t believe in tourist guides people ask me – what should I do and see in London I tell them – man, go out and explore the city and discover your own London that might sound cliché, but this is something I believe in one thing I really like about this city is that everyday I discover something new, a new place I did not know about Relevant, in the sense of being useful to people if you think about your life or if I think about mine, what advertisements do you actually remember? I don’t know, I see so much stuff every day probably the last thing I would list of things I remember would be an advert so I believe in being useful, relevant, entertaining – as well as honest – this is very important cut the bull, try and find the essence of your brand why do people drink Guinness or Coca cola? Why do they watch TV? why do they use Nike trainers? if you are not honest, you’ll get lost in the clutter people will say – yeah, yeah, yeah, I’ve heard it all before a million times people aren’t naive anymore and what’s more, if you are truthful and honest, people will accept you and start to listen to what you have to say everyone is talking about digital, people are paranoid, specially clients we are here talking about it in Advertising, everyone’s a little too anxious about it we have to relax, because in the end, it all comes back to basic needs of human beings – relationships I honestly believe not much changes in the fundamental ways we communicate. I was reading that famous book – The medium is the message, by Marshall McLuhan – a new edition of it It gave me the chills, reading the book, written in 1964 He was then writing about television at the time everyone was worried about how to react to then new television phenomenon reading the book today, you think the book could be referring to the Internet So, I think it all comes back to the basic human needs. It’s more a medium, which confers people power That’s a tough question – there are so many cool things happening Formspring – do you know what catches my attention about that? It’s one of those tools you open up and think – what do I do with this thing? I like this, not knowing what it’s for exactly Brazil. Because it is a place with many opportunities and a country that has a lot to accomplish still It’s a magical place, with so much potential to be a great place. It is a great place. It’s my home country. My roots. Our roots. I believe this. – So not London, not Japan, not Paris… Alto Paraíso de Goias (small city in Brazil) I don’t know (laughs), I don’t know where exactly but it would be somewhere in Brazil.