Ready To Shine: Pablo Rentería

PABLO RENTERÍA

GRAPHIC DESIGNER
PORTFOLIO NIGHT 8 MEXICO CITY PARTICIPANT

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What are you hoping to experience at Portfolio Night 8?

“I hope to experience meeting important people in the advertising world who I can share and discuss my work with. I’d like them to evaluate my work and tell me if I’m worthy to be hired at an advertising agency. This is so important to me because that way maybe they can give me some advice to improve my work and even my portfolio so I can get better opportunities to get my dream job.”

Why is there so much bad advertising out there?

” I think the biggest problem we have in Mexico is the bad advertising on the streets, that’s because people take everything that is given to them and they don’t care if it is good or not. People have no visual culture to compare what other cities around the world are doing to sell goods or services. I know things are different in Mexico City than the way they are in other places, but if we don’t give people the opportunity to make them think by themselves a little at least for a while, we will not know if we can do better advertisements that will work for them and for the companies. We always talk about trying to sell goods or services, but the way that the message is sent to the receiver is as important as the message itself, and there is what our job is, to make those messages look great. Its not everything, but making them look good and making them direct and understandable as well and always remembering that the receivers are not just consumers but human beings. I think that when we understand what being a human being is, we can make better advertisements, comprehensible to all.”

What’s your cure for writer’s block?

“I take a “Creativity Pill” (not kidding!) When I was in school, I used to draw and write things on the last pages of my notebooks, some day I had no idea what to do with an assignment and suddenly I opened my notebook on one of those sketchy pages and I read all the nonsense things I had written in the past and like magic, ideas came to my mind. Then I realised that even nonsense makes you have ideas so I called those nonsense words and drawings “Creativity Pills” Ideas are there, I just have to open my eyes and brain wide to take it out of the paper.”

Which challenge would interest you more and why: doing groundbreaking work on a brand not known for good campaigns, or trying to top award-winning work for a brand renowned for phenomenal campaigns?

“I am more interested in doing groundbreaking work on a brand not known for good campaigns because everybody deserves an opportunity, and doing this kind of work helps both parties. We give the opportunity to a brand to see the light doing things to improve its image, and the brand gives us the opportunity to see how far we can go doing what we love to do.”