Filipe Medici Interview(s)
Viewpoints about Creativity
In a few words, can you tell us who you are what your job title is?
I'm Filipe Medici, Brazilian creative with 18 years of experience, and I work as Associate Creative Director at VaynerMedia NY.
What word would you best use to describe your office’s culture? Give us an example
VaynerMedia is unlike any agencies I've worked with in my life. They focus on everything new, what's trending. They don't care about the traditional media plan but about connecting and being part of people's culture wherever they are. On TikTok, Roblox, video games, or NFTs. If there is a possibility to tell a story on a new platform, let's give it a try.
If you were stranded on a desert island and could only use one app., which app would it be?
On a desert island? I would choose Twitter. Perfect for watching the news, trends, everything that's happening, and spending time watching the memes that pop up each day.
If you could choose three ads from history that you didn’t work on and add them to your portfolio, which three would you choose? Explain why
Filipe Medici:
- 1 It's a Tide Ad. A campaign that transformed the way we view Superbowl campaigns. It will remain the best campaign in a Superbowl for years and years to come.
- 2 Project Graham. They subverted everything we thought about advertising. No media, no music or celebrity. A piece of art is the most potent campaign against traffic violence I've ever seen.
- 3 Stevenage Challenge. They hacked a game and brought the world's biggest football stars for free to their campaign. Simply genius.
What is your opinion on the growing trend of agencies getting involved with developing products for clients?
Can you watch this case study for Hammerhead Navigation and tell us your thoughts on the product and the campaign?
We are at the best moment advertising has ever had. We used to have print ads and films. Today we can do whatever we want. Creating products that make a difference in people's lives is infinitely more powerful than a traditional media ad.
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