Interview
Bernardo Marques Dalla
United States
Bernardo developed his creative skills when he was in law school. He knew art direction could solves business problems distinctively and outstandingly!
1 Please give us a brief bio of yourself and your creative background.
My creative background started with the curiosity to ask why and interpret things differently. Starting my undergrad in law school brought me the knowledge of interpretation and the ways that society works. As controversial as it may seem, my creative career began in law school. I would be the creative person around people to develop business and bring innovative ideas, design, and video skills to the table. I was the founder of one volunteer junior enterprise business during undergrad and a coworking & conference space business. As I had a will to grow my career (and still have), I moved to the United States to pursue what I love the most - creativity with direction. In other words, art direction. Graduated in 2021 with a master's in mass communication - Global Strategic Communications - at Florida International University and Art Director at Miami Ad School. While attending the masters, I was the Jr. Art Director/Marketing Assistant at the Office of Social Justice & Inclusion at FIU. That allowed me to work with the team to expand social justice awareness with great campaigns and events on the campus. At the moment, I'm embarking on opportunities to develop myself as an art director.
2 What made you become/why did you choose to become a creative?
It definitely started to fulfill what I believe the most and utilize my creativity for good as a way to have a balanced life full of joy, where you know that you are working because you believe in it so much that you are a part of something bigger. On a bigger picture, I believe in teamwork - that we are better, stronger, and determined together. Working with art direction means solving business problems in different ways. This requires many good people, the will our belly to connect and inspire people in different ways. The intention is to bring the unexpected when people would never expect that connection. I believe it all, and I dream about a better creative World.
3 Tell us more about your business/company, job profile, and what you do.
I recently graduated from Miami AdSchool and Florida International University with a combined master's program for communications and art direction. As an AD, ideas are a playground. The mission is to bring brands to life. Work with a copywriting partner, explore new concepts and new ways of communicating your client's promise.
4 What does “creativity” mean to you?
Creativity means bringing different concepts and ideas to execute a work together with a direction, connecting dots not connected before. The results: bring tangible solutions, innovating, disrupting, and inspiring people who possibly had never considered that possibility.
5 To you, what makes a “creative” idea and/or design?
A strong concept behind it that people can understand and relate to it combined with excellent craft.
6 Tell us about your creative and/or design process.
I usually follow 4 steps: First: Preparation. Gather facts and existing ideas about the problem to think, think, and think. Ask people and Give freedom to my imagination. Second: Find a path. With the information studied, I lay down a couple of trajectories and ideas that could work well and visualize them in my mind taking some notes or quick illustrations and mood boards. Third: Let it go! Have the problem in your mind. Go meditate, exercise, watch a movie, read a book or even talk to someone. Fourth: Manifestation. EUREKA! Take a note of that. The fun is over
7 What's your favorite part of the creative process and why?
The discovery process. Every time we go deep into the creative process, we discover more about who we are and how well we can connect with people. The consistent work brings us better experiences as art directors to keep connecting with people in meaningful ways.
8 Describe your creative style and its main characteristics.
My creative style is based on interpretations of our reality, science, the cosmos, how humans behave and think. My creative style means bringing this curiosity into other people's minds to think differently. We need to enhance creativity and curiosity for a better renewable and innovative world.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
As a Brazilian, yes, the bright colors of nature inspire a colorful and optimistic mood. Also, Brazil is such a multicultural country filled with warm people. It brought a lot of understanding of different groups and how to connect with a specific target audience.
10 Congratulations! As the winner of the 2021 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
I'm so thrilled to see good work coming to life, and most importantly, being recognized. With great (a lot!) teamwork, Kapil Khemlani (copywriter) and I (art director) developed this campaign for Duolingo, and we won a GOLD AWARD for the Muse 2021 competition! It is an honor, and I will keep pushing forward and working as a team.
11 Can you explain a bit about the winning work you entered into the 2021 MUSE Creative Awards, and why you chose to enter this project?
We created the #duelingo project based on our own difficulties in learning a new language. This process could be tedious, but if we find meaningful ways to learn, maybe people could engage more in learning another language. Why not try it with music? Our ability to learn a new language is strongest "until the age of 18". Even though learning an entirely new language may get tougher, our ability to involuntarily remember songs remain with us for a long, long time. Hence, Duolingo brings #duelingo, a new way of learning languages - through karaoke experiences of the songs we already know, to duel with people we love to sing along with.
12 What was the biggest challenge with this project?
Sintethize such a complex trend campaign into the Duolingo platform, creating advertising on different mediums, such as TikTok, PR stands, print, and digital ads.
13 How has winning an Award developed your practice/career?
It has been giving me recognition of outstanding work coming to life and into the advertising industry.
14 What are your top three (3) favorite things about our industry?
Interacting with people in different ways. Being free to come up with ideas and working with amazing creative people as a part of a time to make something bigger than us.
15 What makes your country specifically, unique in the creative industry?
Brazil is basically a mixture of many races. As a result, people possibly became more creative, sensual, musical, talented, and good-humored. People usually have a high sense of humor and are willing to connect. The advertising industry embodies the culture of the people and their behavior for meaningful messages.
16 Where do you see the evolution of creative industry going over the next 5-10 years?
The future of the creative industry will appear with causes. Excellent and transparent causes for a better world - whether supporting a specific group of people, bringing awareness about an issue, or enhancing the product or service's experience for a better life.
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
To pursue, think and ask whether this idea is working 100% or if it could be taken a step ahead. While that, keep looking for inspiration. We never know when the Eureka moment could arrive.
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
To keep developing campaigns, learning from experts, partnering up with people, and looking for inspiration, either on other portfolios, Behance, Pinterest, etc. Our goal is to develop great thinking, ideas and make an intelligent direction. On the side, I do believe that looking out for our inner creative talent enhances our vision. Mines are design and video making.
19 Tell us something you have never told anyone else.
My greatest inspiration comes from the movements and positions of the planets in our solar system. The whole cosmos is a wonder, and we can understand so much of ourselves as we dive into the unknown - with a direction, of course.
20 Who has inspired you in your life and why?
My father is the greatest career inspiration of my life; as a fantastic lawyer, he can create intelligent insights from the Constitution and laws for his client's concrete case and bring the voice of justice.
21 What is your key to success? Any parting words of wisdom?
Effort, discipline, and most important of all - consistency.
22 Do you have anything else you would like to add to the interview?
It is an honor to be a part of the Muse Creative Awards. I will keep pushing forward and creating outstanding campaigns. If you liked our talk and would like to reach out, please let me know at https://bernardodalla.com
