Alberto Olivares is one of our creatives at Next Studio. A savvy professional with an extensive experience, very passionate about his work, in this interview he talks about his impressions of creative life in this seven years devoted to our corporate group.
Alberto, what are the major skills a professional would need to become a creative?
Creatives should find stimuli in everything that surrounds them: travelling, reading, going to the theatre or to the movies… Life should be considered precious, as if it could end any time. One of my professors used to say that the creative mind must have a goat’s point of view, as these animals think of everything that surrounds them is edible. The parallelism between the creative and the goat works fine: everything that happens around –artistic manifestations, news, advertisement, experiences- can be digested (i.e. used) as an inspirational tool for our work.
Could you share a little bit of your work methodology or technique with us?
I studied at a performing arts school, so when I start working on a new event project I always visualize it as a big opera or play in which the client brand is the absolute protagonist and a series of actions occur in a plot specially designed to enthrall the audience. Our work beseeches people’s feelings and emotions; a creative must try to understand and empathize with all the people attending an event.
Where do you usually find inspiration for each of your assigned projects?
To me, inspiration is in everything I experience: films, novels, travels… I do not believe in muses or fairy godmothers. My job is about hard work, researching, study, something heuristic. I always try to investigate our clients’ history and values, and I do invest a lot in arts & design magazines and books.
What does your daily work and past experiences bring to you?
Above all, and after 20 years of experience, knowledge is my major gain. I have been working on all kinds of events for all kinds of clients: cars, beauty products, financial institutions, soft drinks, etc. Each of those projects have leave a trace in me, somehow enriching my life.
Describe in one sentence, if possible, what all these professional years mean to you.
A voyage to the unknown in the biggest, funniest roller coaster. I would also quote Antonio Lobato -a famous Spanish sport announcer- in the Formula 1 broadcastings: ‘If you blink, you will miss it!’.
