Sergio Gordilho is Chief Creative officer at Agencia Africa, Brazil. He talks Apple’s “Think Different” campaign and the next big thing in adverting.    

How I got into advertising...

My grandfather and father were architects. It was my natural instinct to follow in their footsteps. Throughout my studies I realized it would be very frustrating for me to work only in architecture.

  My particular skill set and the search for financial independence led me to take on several different creative projects while I was still studying, including illustration jobs, designing creative labels and even becoming a cartoonist for a major newspaper. At first I thought that all the projects I had been working on were separate ways of communicating my creative mind. Soon, I understood that they all spoke the same language.   I was approached by the creative director of a large local agency who had seen my work in the daily newspaper. Suddenly all that extra work I did in college paid off and I’ve never looked back.  

 

At the moment I am working on...

Soccer, soccer, soccer. I am creating campaigns for our clients for the FIFA World Cup 2014 in Brazil. Brazilians love soccer. It’s more than a sport; it’s our religion. The World Cup is finally coming to our fields, our temples. I am proud to have designed the logo for the FIFA World Cup 2014 with my team.

 

 

The first thing I do in my day is...

New age, new tools. I always try to keep up with the news and events happening around the world, straight from my phone. Modern times make being up-to-date extremely easy.

 

The best piece of creative work around at the moment is...

This is difficult. I do not want to go off on a tangent but with so much great work out there, across so many channels, it’s difficult to choose only one campaign. If I had to pick a recent one I loved personally, Dove’s “Real Beauty Sketches”, which collected well deserved awards at Cannes.

 

This year I’ll be attending...

It’s always nice to have the privilege to attend festivals and to connect with our community as well as to be inspired by other creative minds. I try to focus on events that pertain to our market, both supportive or inspirational to the type of work we do such as; Cannes, El OJO, Wave Festival, Crystal Festival, Miami ART BASEL, NY Frieze Art Fair, Sundance Film Festival and I Saloni Milano.

 

The next big thing in advertising is going to be...

A new Facebook, a new Google - something we can’t even begin to think about. It will totally revolutionise our lives and we will wonder how we ever lived without it.

 

The piece of ad work I wish I had thought of is...

I really liked “Think Different” and “The Crazy Ones” created for Apple (1997). More than a TV commercial, it was a vision of what would come ahead. From then on, we saw the emergence of Google, YouTube, Facebook, Twitter and many other online and social media platforms.  

 

In a film about my life, I’d like to be played by...

If I had to think of an actor, I would have to pick someone who can play multiple roles. The advertising industry in an ever evolving country, such as Brazil, requires a constantly transforming personality. Our most valuable asset, as individuals, agencies and members of society is the ability to lead a creative life – one that not only adapts to change but that also influences change. With all this said it might be hard to pick only one actor.

 

My last social media update said...

Being a father these days means more than just standing on the sidelines; you must also participate. For example my latest Facebook post was: "I’m taking my daughters to New York to attend the Justin Bieber concert” with a photo included of course.

 

In up and coming talent, I look for...

The Three Ts: talent, tenacity and a team player.

 

A piece of criticism I’ve received was...

I have a tendency to want to do it all. I was an art director when I started my career, which in those pre-computer days meant doing all the work from scratch. Today I’ve taught myself to delegate and work as a team.  

 

The last piece of music I listened to was...

I have an extremely eclectic taste when it comes to music, from Jorge Ben Jor in preparation for the FIFA World Cup 2014 campaigns to tunes from New York’s hip hop scene such as A$AP Rocky.

 

 

Apple (1997) "Think Different" by TBWAChiatDay