Leonardo Arcoverde Interview(s)

My name is Leonardo Arcoverde and I'm a VP Creative Director at Area 23 in New York

Working with cross-functional teams, different backgrounds and cultural variety is amazing. Working with people —and about people— can be very exciting.

This is a very tough question to correctly answer since cultural shifts are faster and faster. In recent years, the main challenge for brands was positioning themselves with their audience. Being just a product seller didn't cut it—actually becoming something meaningful through real actions became essential. People want to identify themselves through what they consume. Now we got AI algorithms coming, and I think their use will shift paradigms again. Maybe now the challenge will be how to become more human, less robotic.

All of them. I can't pick one. I know it's a bit of a cliché, but even the ideas that were not approved or failed and went down the drain made me proud. I learn a lot on every single project. Those lessons keep pushing me to be a better version of myself every day, which is a goal everyone should have.

Data can make us more creative by providing insights and inspiration that we may not have discovered on our own. There's a limited amount of information we can absorb, and data work in our favor to find stuff that would pass by marginalized otherwise. This info can be used to fuel the creative process and generate new ideas. Companies like GE Appliances use data and analytics to design their products. They use data from customer interactions to gather information about how their products are used in real-life scenarios. This data is then used to improve the design of their products, making them more efficient, reliable, and user-friendly. Apple is also a good example of data-driven innovation. Or has been.