Tell us a little bit about yourself. What do you do? Where do you work? I am Bernardo Dalla - a thinker and Art Director who works at R...
I am Bernardo Dalla - a thinker and Art Director who works at República Havas (Havas Group). I graduated from Florida International University and Miami Ad School with a master's in creative advertising. My creative career started in 2016 when I first started a co-working business, taking care of all business communications. I noticed that I wanted to expand and learn advertising the most, so I joined this incredible industry that fascinates me with how powerful it is to work at the idea level, bringing inspiration and capturing one's attention within seconds.
How did you end up working as a professional creative? What drew or motivated you to do the work that you do now?
I have been fascinated to think about ideas that work throughout my life, even when I was in law school - where I discovered myself as an art director. So there was my call for adventure. Some people ask me how I transitioned from law to advertising, but I always mention that there was never a transition.
I'm on the art director path because it allows me to push myself for significant social change. It's the freedom to think big and bring out-of-the-box insights and ideas to our daily jobs.
I am a 'questioner.' I will always ask questions about why things are the way they are. There will always be an explanation or a reason to do things differently. Hence, we gather the power to break the rules and bring change. That's how creativity works.
Now, it is (it has always been, actually) an ascension to keep learning and bring the best ideas to life with an incredible group of people.
Tell us about some creative work that inspire you? Whose work do you admire?
I'm inspired by solid and straightforward ideas that are well executed, so the message is delivered as something catchy that grabs our attention for good, either based on a human truth, a great insight, or an emotional connection.
For instance, the legendary Super Bowl commercial - Apple 1984 developed by Chiat/Day. It's such a work that catches my eye because it brings a strong message of creativity, freedom, and development by breaking through boundaries.
The most iconic creatives that inspire me are David Carson, Jeff Goodby, Rich Silverstein, Paula Scher, David Ogilvy, Bill Bernbach, Ridley Scott, and others who teach with their work on how to break the rules, change minds, and create the emotions that are associated with it to make Netflix - "One Story Away" your life's best work.
Some recent work that I wished I was a part of are campaigns like Netflix - "One Story Away" and Dove - "Beauty Sketches" as they hold such a simple, powerful message embedded with the change of a paradigm for a better society.
What’s the biggest creative challenge in your career to date?
My biggest creative challenge is to achieve the proper knowledge to push a team forward as one. Going through the barriers along the way and bringing the most outstanding creative solution to the table. Likewise, knowing the right directions to carry a precise and well-done communication through persuasive campaigns that disseminate a transformative message to positively impact consumers.
What most excites you about working in your industry?
Hope. A thought. A laugh. A new way to think, act or live! All of it brings the excitement of each day, and I believe I can contribute the most to the world through creative work.
The advertising industry allows us to learn, grow and face new challenges every day to work with many people through ideation, design, and video production. It questions us to do different things, from design, video, motion, research, ad study, so we keep a fresh mindset because there will be a problem to solve for each work, and it must be reached by directing the "art," in other words - art direction.
Everyone needs time out. What do you do in your spare time to help re-energize your creative side?
Creativity comes with a lot of thinking but also a lot of pauses. One of the most important, I believe, is to always read a book - either fantasy, about advertising or if you are like me, about astronomy. If you can take the time for a 30-minute walk or a trip to somewhere different, you can notice much about how people behave; the little details of the architecture and landscape will inspire your next work or refresh your brain with new ways to perceive the world. As for myself, I have been a sailor since a kid, from big boats to kite-surfing and snowboarding. It enhances your curiosity.
Meditation and sports will always make you discover who you are indeed. Meeting new people and socializing with the people you love during the weekend is significant for our lives.
All of the above are excellent ways to re-energize.
What’s the best piece of advice you’d give your younger self?
The most extensive advice that I would give to my younger self is to learn from previous and great campaigns. That way, we can comprehend more about how the idea was developed, to become more prepared to bring a new one at the right time.
Besides that, believe in your true purpose and find ways to expand it, meet with people who would like to connect for a certain cause, apply for an award, develop a campaign, or learn together.
Also, create with your passion and always research the reason behind a concept. It will unify everything that is being communicated. Read books, watch lectures, and ask people to discover your true path. And, most importantly, start to research advertising ideas. It's what ties a campaign with an umbrella concept that can be expanded in many ways. There is no limit to big ideas because all we need is cohesion. This is your time. Use it for the best because today is a great day to do it! This is your call for an adventure; will you accept it?