Brazilian Caio Mattoso, Sr. Creative Director at BBDO LA, who has won dozens of awards at the world’s most important advertising festivals, such as Cannes, D&AD and Clube de Criação, transformed his curiosity into a content project, the Method.
With the ambition of creating a legacy for the industry, the project features intimate conversations with leading professionals in the market, investigating in detail the way each of these people works. The content is generated from several hours of conversation captured on video and then edited into 1 to 5-minute bites, posted on project profile no Instagram.
“I sit down with people and ask them how they think, create, present and take care of the craft of their work. I try to investigate how they manage productions, lead teams and make decisions. The idea of the Method is not to be just another interview podcast. The goal is to try to break down how these people operate when doing their work,” says Caio about the difference between the Method’s approach and other podcasts and content already available on the Internet.
The project begins having Marcello Serpa as the first guest. Serpa is the most awarded Brazilian advertising professional in history, having received the São Marcos Lion at Cannes Lions and the Clio Lifetime Achievement celebrating his career and his journey with AlmapBBDO, of which he was partner, president and creative director.
“I consider it almost an obligation to share with the next generation everything I have learned in 35 years as a designer, art director and creative director. If I can help even one creative person improve their work or their relationship with it, it will have been worth it,” says Serpa.
In addition to Serpa, the Method has already confirmed the participation of other prominent creatives in design and advertising. Names such as Pedro Izique (Group Creative Director at W+K Portland), Bianca Guimarães (Partner and ECD at Mischief in the USA), Rodrigo Mendes (Sr. CD at BBDO in Los Angeles), Luciana Cani (ECD at AKQA in Portland/USA) and Guilherme Souza (Global Creative on the Nike team at W+K Portland).
The project will soon bring international participation as well. Alberto Ponte and Ryan O’Rourke, former Global Creative Directors for Nike at W+K in Portland and now founding partners of Someplace, have already confirmed their presence. Alberto and Ryan are behind iconic Nike campaigns such as “Write The Future”, “Find Your Greatness”, “You Can’t Stop Sport” and the most recent “It’s Only Crazy Until You Do It” starring Colin Kaepernick.
“Little by little, new guests are joining and the library is growing. But there’s no rush. The priority is to produce relevant content that does justice to the caliber of the guests and that isn’t redundant in relation to what’s already available out there,” says Caio..
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