good first of all nuance things the
creative work is not a job that
whether a single person is a team
this is something that we want to inherit from
rebirth in the renaissance we
they sold the idea that genius genius
there are no hard-working people who
has a talent and not talent when
added jobs usually reaches
new places and surprising places
In addition to sums a lot of talent or sacas
doing important things and things
good good for you and good for
so that those of the others consume
when we talk about challenging the rules
is the first reflection of 20 was the
that was probably something very bad and the
minister coordinator or Basque box despite
not wait for reality I would study the
final
when you work to surprise arrive
messages from the Chilean team a
idea a product or service is to apply
the norm is constant surrealistic by
cell phones asked for coordination and
a campaign that forced me to do
with the subject of legislation
the campaign also currently long
It was on television at 45 seconds
normally formats vst 10 and 20
seconds each a long campaign but the
challenge was to explain some fees and that
called nobody is this challenge because the
mark well then if you got that
flames that a lot of people lost money
so the challenge was to make a
very long announcement that explained amount
of fees and get no one to
call to change is a challenge throughout
rule
from the cen in very rare times pp
also working for a brand of
cars with big from very early he
in an advertising agency and 21 years
that he did not have a driver’s license
dedicated to study all of life and not in
barcelona is studied in barcelona had
a motorcycle and me but I did not need a license
of car at that time did not have 73
years writing for for a brand of
cars the enjoyment of driving
these things when you are when carlos de
icaza advertising creativity in
our state many times to put of
hats various different phrases
mimic to mimic in guilds and in
things that have nothing to do with you
and that makes you have to be
constantly breaking the boundaries
with those who after his dismissal and that be
stable system in a system based
in standards are norms necessary standards
that they assure by the good coexistence
among all that ensures many things very
good but if you are a person
creative or what have trend
ooo interest in creativity
as this can can reach
appease or not comment that they do not grow
the talents that are also necessary
in society we have not heard that from
that if you do something you have to do it well
this is a lie is done is something that is not
you have to do it wrong game without hits three
strikeouts there will be regular
if you keep insisting then in the end you
it will be more or less 10 and if also
hot issues exported then
There will come a day that goes very well and is
the basis of learning and this is something
with what somehow especially
in schools during childhood not
because it ends up creating a series of
limiting beliefs in one is difficult
to break and that luckily and you finish
dedicated to creativity and you have the
luck is an honest person
creative and you can get out of here not the
creativity because humiliated and you can
put into practice everything that is not
was concentrated or the rules said
that you could not do it dedicated to the
creativity is something is something very nice
if you like
I always say that there are two types of
creatives are forbidden and those who
they suffer
the one who lives it is the typical motivated
run by references that are
want to the thousand that always gives
the return is what happened anything
coming to work and this is very
necessary within the department
creative and then you’re suffering it the
who suffers it is also another type
of very necessary character within a
creative team because the one who suffers it
is the one that is going to be waiting to bite
the legs of everyone making their
work that things have their place
that everyone between when they play is very
important when you enter the guild
creative when they entered a
creative department that counts today that
realizing what your profile is
who live it or who suffer it
because the day you have to ride a
creative team
the good creative teams are
compensated have people all the deadlines
as I said is the sum of talents
what works but sum of talents
you must also add the sum of
team profiles is somewhat balanced is
something that has everything has people
ready to score goals and people
prepared so that you do not get
when I started I started in a
agency with 21 years and then when
I entered the faculty, I realized
that studying creativity was like
study croissants you can do the
1 florida croissant theory delay
20 until you do not start doing 303
students with horns is not a trade it
can theorize about the trade is true
but the more you dig deeper
Sometimes you’re having that possibility of
develop a job so better than
come out
in first of career already in the first
day I started working in the agency and
that applied clear of two years until
that the creative director bought me a
holder there every day I turned to
home thinking nothing of that was not
for that I listened to what they were
it happens to college mates
ingenious themes and good little by little there
something important and we go or that to me
like to share with people you want
case the ability you have to start
the creativity that are two concepts
first that there is one
that is very important to learn to
learn creativity by osmosis
one can not do operative joseph bouquets
he said that he wanted to affect from
creative director of this director
sympathetic creativity according to
characteristic of the individual
people believe that it is not creative is a lie
we are all creative what happens is that
is a muscle is a facet of the
intelligence that some exercise more
because for a subject of psychology the
perception and of interests and others
they exercise less but we are all
creative
then it is when one begins in the
creativity sector whatever
have I would like from the
experience of the 20 years of
experience that came in departments
creative sharing two large
learnings that can be useless what
first that if there are a lot of things
that are learned by osmosis
there are a lot of things that have to
to see with creativity is to learn
just being in a department
creative that have to do with the
ways with ways to measure the
things not because for example you are
following a radio wedge and wedge
have to give 20 seconds you know that the
voice-over can only be three phrases
if you’re working on a campaign
advertising and you know that you have to
they weighed 30 seconds to just thirty
seconds more or less occupy one out
games 12 international references
there are a lot of things that you go
learning simply by watching the
people
to do them and I frequented it
they incorporate other things that in a
faculty teach us this brings me to
the second important point in what
is that we have grown
just as we have grown learning that
you have to do things well and it’s
lie especially if we talk about
trades you have to start playing badly and
little by little the city became better
we have grown up believing or with a
common with with a very belief
important that selfishness is bad the
selfishness creativity is very
well you have to be very selfish when
you start the feet of the years of
profession it is essential that you be
selfish if that boss does not like you
you changed the agency changes if those
peers do not fill changing
yes in the agency where you are in a
where are you the prices that
receive do not have a challenge change
transforming has taken a career
great to win a title that validates
who has the theoretical knowledge to
develop that profession but you lack
the practical one is the practical one you are not going to
learn surrounded by good people
the solution is that every day a
creative department and explain with the
people around you if that does not happen until
fear while losing more of the
time when it is already located when
you have learned when you are already one of those
has always below when you already
are giving responsibility is the
time to be generous and selfish
you have to change it for generosity
you have to share the opportunity to the
that are underneath threshing lean on the
people around you in the youngest
many times engine to follow
learning and keep incorporating things
that in another way even
generationally it would be nothing is
important to have that mirror is well
I understand that I want to know more about
this I want to live from this I want
surround yourself with the best ones to learn
best schools schools are the
best creative departments and when
I’m set to remember to transmit the
trade is not very important
ethically from a point of view
creative
transmitting our knowledge what
that we know where we are from where
we come to the generations that come
after securing a future of the
creativity in a country is the
creativity without a thread and that
and where progress is allowed is very
important he emphasized when we talked
of creativity
we talk about a lot of fields not me
specialized in what would be the
advertising field and one day when I
realized that I was creative and
creative person I dedicated myself to the
advertising but that was actually
creative since I too is something that
I want to share because it generated me
a lot of tranquility I suddenly gave myself
mind that if to me what it gives me of
eating at advertising was what I
I could think about solving problems
of brand communication brands but
He and free time could develop or
feed well open our
creativity
simply for the full for the pleasure
to do it for me this is something that
he also encouraged the genius of
house and creativity to realize
that he has the privilege of living on
what ever happens to the
head that feed it and one feeds
relapse against their own limits
constantly is not an effective phrase
since the style continues to receive in its
own countries
thanks to that this relationship has been
daring to record I dared in his
moment to sing in a punk group
the cne has dared to write novel that
I have not posted new to enjoy
simply or to dedicate my free time
do things for my own pleasure
do it without having that need
enter our society the
creativity is something that I felt is not
true that the quality of associate is
certain exhibitionism
I do not know very creative people and believe
Function stuff is a function of the
needs to present motions
represent things in a written way of
graphical way of musical or as
I do not know many musicians
consolidated groups and even many
Sometimes they are not people who earn a lot of money
with Canarian music or 64 more but the
99% of the musicians are not born money and
play for pleasure for a fusion that
have a mix that they have to create
finally it ends just by saying
that it is very important that we dare
we get attached to look at our
our creative side on the side
creative said borges that sum their greatest
ambition was to put together two words that
they had never been together I do not like
much that phrase because it turns out a little
of what we do national
things that solve problems that
many times putting things together that never
They had been together before and from air
there was something that is new or that makes
advance something that was stuck not that
redefines a place was very trite
is very busy and and dare to look at
and dare to attack to leave your area
comfort there are none that
welfare that causes being subject to
norms makes us move forward
here we do like real people
growing up hurts but when when we have already
grown up
it turns out that we get rid of a lot
of things that did not work before
we incorporate things that do not serve
from now on do not dare to grow
aa daring to do things is through a
trav sa sa move to mature and is dedicated
in addition to an important field such as
advertising within the communication and
help kill a sector
I think they have been used
[Applause]
”
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