Page 35 - Advertising Annual 57

LEIGH REYES
MullenLowe Philippines Makati City, Philippines
Easy tools: Adobe recently pulled together different apps under the suite Spark: Spark Post, Spark Video, Spark Page. I can make pretty social posts and how-to videos on the fly. Spark is like those makeup palettes that have coordinating blushes and eye shadow. You don’t need to put in too much effort for a good result.
Nuggets of inspiration: Looking at the latest trends in advertising can feel too much like navel-gazing for me. I prefer snacking on what interesting people and teams in other fields are doing.
For bite-sized inspiration, I head to the Japanese art, design and culture blog Spoon & Tamago. I follow the Twitter feeds @techinasia, @ThinkwithGoogle and @farnamstreet to percolate knowledge and insight in my head, along with day-to-day briefs. For podcasts, marketing geeks will love the BeanCast; I have a soft spot for Adventures In Design; and Cortex on Relay FM offers creative productivity hacks and is just plain fun.
So bad, it’s good: I run to Wikipedia to read the plot synopses of bad movies.
MAGNUS HIERTA
Hue&Cry Richmond, VA
Rebel campaign: It seems like an easy out to say REI’s #OptOutside campaign because it won the Titanium Grand Prix, but you gotta give it to REI. And I’m crediting
REI more than the agency for being ballsy. Agencies are always ballsy—it’s our job—but a retail store shutting down on Black Friday just to make a point gives me hope that advertising isn’t entirely evil. Even if REI ultimately wants the results to be more sales, it had to forgo a lot of near-term profit to make that happen, which pushes its behavior past lip service and into the realm of sincerity. A lot of brands could learn from this.
Working philosophy: I love the old pun/ meme Nothing Really Mattress. Do an image search if you haven’t seen it. Nothing really matters in the end, so have some fun and challenge what you see in front of you.
DANIEL PRADILLA
Freelance Miami, FL
Trendmongers: I pay my dues with Creativity Online and Adweek. Instagram has become a cool way to keep an eye on projects from people I admire. Gizmodo always entertains me. And every time I go to thefwa.com, I feel like I’m getting slapped in the face. It’s a good reminder to continually work on getting better at digital creativity.
Legend: During my first week as an intern at Crispin Porter + Bogusky in Boulder, Colorado, Chuck Porter came to welcome us. After our chat, I left that room thinking he was a freaking genius. One day, I found myself in his office in Miami, working with him directly. Everything I learned from him made me understand why his name is on the door. Each year, he gives an awesome talk at Cannes. Everyone should listen
to him.
Midday fuel: A good lunch outside the office. I’m from South America, and I find the amount of people who don’t take advantage of their lunch hour very disturbing. It’s so dumb. It should be illegal to eat at your desk.
Communication Arts | commarts.com 37