Leonardo Arcoverde Interview(s)

Viewpoints about Creativity

In a few words, can you tell us who you are what your job title is?

Hey, I'm Leonardo Arcoverde, a VP creative Director at Area 23.

What word would you best use to describe your office’s culture? Give us an example

I think "support" would be it. Simply put, our work culture prioritizes the well-being of employees, and offers support at all levels. I can give you a reverse example: When any team member feels that they will be penalized for failing or even asking for help, they are going to stick to prescribed behaviors, even if they are inefficient or counter-productive. We don't want that. We'd like for our team to flourish and that requires assistance.

If you were stranded on a desert island and could only use one app., which app would it be?

Shoot. Any messaging app: iMessage, WhatsApp, etc. I mean, I like to be alone sometimes, but talking to people is essential for one's sanity.

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

Leonardo Arcoverde:

1 Cadbury's Gorilla - For the brave insanity that it would be to merely present that and get it approved and produced. Also because it's great a good-vibes film.
2 Leica 100 - Beautifully put together. wonderfully reconstructs important pieces of history (and I'm a sucker for photography)
3 Lil Sugar: Master Of Disguise - This work is from a couple of friends of mine. Genius way of teaching kids and parents about sugar, it's danger, and how it can be hidden in food. It should be part of every school curricula. We give our kids way too much sugary stuff.

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?

I think agencies that can do it well should do it. It is —after all— getting human behavior, needs, and desires and bringing them into a product. Advertising agencies are experts in consumer behavior (or should be). So what's better than creating a product with experts in marketing that product? But it has to be well done it's not just advertising, not just poorly put together in any way to sell it. I would probably buy this navigation system a couple of years ago. Now the Apple watch does it better.