Nacho Zuccarino
Creative Director
Executive
Dany Fierro
Q
What was it like to work with Saatchi & Saatchi?
The experience was great. Creativity, growth, leadership, awards, attention from international and national clients, etc.
Q
Did you always know your creative calling? How did you find your way toward it?
First drawing. Then, writing plays theater, then being an advertising creative. Writing storytellings, Co-directing videos, Leading creatives, etc.
Q
How many years of experience do you have? With that many years of experience in the industry, what words of wisdom would you like to give to young Creatives?
I have more than 20 years of experience in ATL and Digital advertising.
I would tell young creatives to listen, read and watch a lot. Don't just stay with what happens on social networks. That they are informed, that they know the trends. Let them get frustrated and learn to get up. And always continue and continue thinking.
Q
When creating a brand identity, how important is target audience research?
The target audience is everything. It is the absolute objective. We need to know and understand their dreams, their fears, their frustrations, their habits, what they consume, what they buy, their ages, their experiences, where they go on vacation, etc.
Q
Was there something specific about Creative Direction that made you realize it was the path for you?
Yes, knowing that creating is a superpower. Telling a story and engaging people is incredible. Transmitting a feeling and a relevant message at the same time is unforgettable. That is a path from which there is no return.
Q
You have worked in a multitude of realms in the entertainment industry, what is next for you? Is there more you want to explore?
Yes of course! I'm exploring in the movies. Make new ideas, new storytelling that could be developed in streamings for example.
Q
How do you walk the line between being unique, giving a good user experience, and having commercial appeal?
If you make your user or consumer feel unique, you achieved fifty percent. The rest is experience and you have to make it unforgettable. Any resource you use, movies, apps, TV Commercial, outdoor, radio, web pages, VR, activations, digital videos, digital paid media, etc.
Q
As someone who has witnessed the industry’s evolution firsthand, how has your creative process evolved?
Finding ideas and concepts continues being the same essence. But today add AI, social media, real time, spread, social conversation, technology, storydoing, it becomes very necessary and relevant. Nowadays conversations about an idea are almost part of an idea. They give it the final shape, they finish molding it.
Q
How do you stay up-to-date with the latest trends & technologies in your field and how do you incorporate them into your work?
Every day I am looking at trends, rankings, conversations on social networks, hashtags, new ideas and what people comment. Film releases, trending topics, technological news, Know everything you can without anxiety. And having a team of people who nourish you with all that. Because it is very difficult to do it alone.
