Creative Bites: Murilo Lico

MURILO LICO

CREATIVE DIRECTOR
SANTA CLARA
PORTFOLIO NIGHT 8 SÃO PAULO PARTICIPANT

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Click aqui para a versão em Português.

You’ve been to Portfolio Night before. How would you describe it to a fellow CD who has never been?

“It’s a good opportunity to see work from people who normally would take months just to get a tiny space in your schedule.”

Finish this sentence: “Kids these days…”

“…know exactly what they don’t want, but still haven’t discovered what they do want.”

What’s the first thing a junior needs to know about working at your agency?

” The agency’s philosophy and how we think (and do) communication.”

In general, how well do you think ad schools are preparing students for the business? What could they be doing better?

“I don’t think the schools are ready. I think they are teaching the kids to make portfolios based on winning formulas of traditional advertising. I know it’s not easy, but I think schools should challenge the new generation to think in different ways, with different tools.”

What would you say to a person with one phenomenal piece in their portfolio, but everything else in his or her book is mediocre or worse?

“It might be just luck but as said in Woody Allen’s Match Point, between competence and luck, is better to have luck.”

Portfolio Night is as much about selling yourself as it is getting advice. Combine the two: what’s the best piece of advice you can give about selling yourself and your ideas?

“Let your ideas sell you.”