Marta Hernández is one of our Art Directors at beon. Worldwide. Her passion about advertising had an early awakening, when she was still a child, following the steps of her father, who was also a professional of this industry. Let’s see her most creative side.
Why you decided to be part of advertising world?
My father works in this industry, specifically in graphic production, and since I was a child I was in contact with printing presses and advertising agencies … I remember that I always observed what they did, I was attracted to that world, and I knew that I wanted to do the same. Anyway, although I knew more about post-production, in the end my vocation led me to the process from the beginning, creativity and design.
After 21 of experience in this sector, would you dare to highlight five skills essential to creative professionals?
1. Be an observant eye, very aware of everything around you, showing an open mind and keeping active.
2. Be self-critical and accept criticism whether you agree or not, as it can always be constructive.
3. Be emotional, because our job is to move people, and for that you should be emotional too.
4. Be confident, you have to trust your good job.
5. Have a high concentration ability to think and get the best ideas you have to keep focused.
The creative mind, can be learned or is it innate?
You learn with years of experience, but not everyone is equally creative, and you do not have to commit yourself to advertising to be creative; a chef, gardener, or comedian can be creative, too. A major force in this is your own personality.
How do you find inspiration? Are there more inspiring days than others?
There are days in which you feel more inspired, yes, but I must to admit that there are projects that can be more stimulating and other much more challenging.
You are currently an art director, what does it mean?
The art director is responsible for capturing an idea graphically, and also executing it and adapting it to different formats.
They say experience is the best teacher, what is Marta’s favorite learning method?
I would say the model trial and error.
If you have to define your style, what it would be?
I do not favor any particular style. Maybe if I worked for a single client I would have it, but with the clients diversity we enjoy, each with their need and corporate line… my portfolio is the most eclectic. You cannot have a fixed style, you have to create and design a brand-new style according to client, briefing, and campaign needs.
What are the elements of a good ad campaign?
A good communication strategy and innovation to grab the attention of the target addressed.