Gabriela Cisneros Interview(s)

I’m motivated by the opportunity to witness talent from around the world, to learn more about what’s happening in the creative industry globally, and understand the key creative decisions that bring an idea from concept to execution. I also hope to share my own creative perspective: ideas should always have a strong guiding thread and serve a purpose beyond just sales or brand exposure. Ideas should inspire, promote, and make a difference.

I believe festivals should place greater value on ideas with a social focus, those that truly make a difference, that connect with people on a deeper level, and that, even by just 1%, change the game. As creatives, these are the ideas we should care about the most. They deserve to be recognized, rewarded, and encouraged.

I’ve always believed that Latin America dominates creativity. Not just because we have outstanding creatives, designers, copywriters, trendsetters, and social media teams, but because creativity is ingrained in our daily lives. In our region, we constantly have to be creative, both professionally and personally. We lead the way in finding the most ingenious ways to bring incredible ideas to life, shaped by the experiences our region offers, whether good or bad (haha).

I also think people should keep an eye on what our friends in Mexico and Peru are doing. They have brilliant ideas, and beyond using creativity to address social issues, their work always brings a smile, whether from joy or the hope that one day, creativity will change everything.

We’re going to see many brands step out of their comfort zones to focus on real purposes, communicating with their consumers in a more honest and authentic way. I believe this will be the major shift of the year. We’ll also see a lot of conversations around the migration crisis in Latin America, discussions about borders, the LGBTQIA+ community’s stance on the setbacks in rights across some countries. Additionally, there will be a strong focus on ideas to mitigate climate change in our oceans, as well as discussions about war and wildlife conservation

We need to be more honest with what we present or create. Sometimes we forget that younger generations are watching us, and it’s us who are setting the standard for how to build cases and create ideas. Overvaluing ideas that lack depth will hurt those individuals or agencies who are building their portfolios, thinking that to gain knowledge, they need to create ideas just for the sake of it, without taking the time to develop ideas that, in some way, can make a real impact.

Always, always Wieden+Kennedy, Jessica Walsh (&Walsh), David (I think the concept of ‘we are’ is incredibly inspiring), Adam the Illustrator, Stefan Sagmeister, María Svarbova, Putos Modernos, La Despensa, Elliot Tupac, Jacobi, Dave Meyers, and all the music that exists: Grunge and nu-metal are brilliant. Omar Rodríguez López,El rock argentino (gracias Charly por tanto), Willie Colón’s salsa, and hip-hop, especially the legendary Javato Jones, are the ones who have accompanied me on my creative journey throughout my life.