Universal Art Director

That energy that’s a bit more precious than gold, which can elevate a campaign or logo to a high level of creativity and aesthetics—or not.

I know that music is a universal source of inspiration. It inspires a boxer, a chef, or a designer. People, with their life stories or particular moments, can also inspire us. The work of others certainly does.

However, the aim of these words is to uncover those almost hidden sources of inspiration, ideally ones that are universal like music.

Personally, when I watch series or movies about cooking, the world of chefs, or the restoration of spaces like homes or offices, it activates something in me—it connects me to that inspiring restlessness. Similarly, any film centered on challenges or personal growth does the same, especially if it has a powerful soundtrack.

I’ve seen people who find their spark while experiencing nature, listening to rivers or the sea. I believe this is a personal matter, and we are fortunate if we can discern those triggers to use them as needed.

Exploring different forms and places of inspiration can be almost a necessity. In a world where creativity is essential in nearly every profession, a little inspiration to start, resume, or continue is always welcome.

I believe that feedback—both what I receive and what I give—should have certain characteristics to be effective, guiding the process and helping us bring the creative product to its best version.

No ego: Never from a pedestal, but with feet on the ground. Remember that it’s a person or people receiving it. Use the right tone so that the involved parties can hear you; be cautious of those who “speak for everyone,” as they are often seeking the spotlight, much like in a circus.

Clarity: Avoid embellishments or sophisticated language. No examples that distract from the main point.

Honesty: Be truthful about what’s necessary for the creative product to grow, but especially for the individuals receiving the feedback.

Conciseness: Get to the point so that time can be effectively used for creation.

Contribution: Always offer something constructive, such as: “This doesn’t work because it has been done before” or “Using a simpler font and this color treatment in the photograph maintains the essence of the idea while presenting it in a fresher way.” And one detail: if it’s written feedback, proper spelling and grammar are mandatory, showing respect for the reader.

Always keep it positive, aiming to build up, even when facing something that seems completely unworkable.

Fame has a lot of shine, and like everything that sparkles, it’s incredibly attractive. So much so that, much like the moon’s influence on the sea, our judgment, criteria, and purpose can become altered. So, what’s wrong with that, you might ask? Perhaps that “wrong” varies depending on each person’s culture, values, and background. To me, fame appears shiny on the outside, looking great from afar, but up close, its imperfections become apparent. It also feels hollow inside. Fame is fleeting and, as a result, painful; today you may be “the flavor of the month,” basking in all the spotlight, but the next moment—goodbye! On to the next.

On the other hand, prestige isn’t flashy for everyone; it’s far more permanent and absolute. It’s built on credentials developed over time through consistency and what we might call a certain vision. It withstands the tests of time and trends. Prestige is akin to a deep conviction or creed—one that isn’t negotiable. It instills trust and security. There are famous brands and there are prestigious ones, just as there are professionals across various industries. A valid question might be: With whom do I want to do business—someone famous or someone prestigious? My answer is clear: my goal is prestige; I’ll leave fame for others.