Daniel Montiel











The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.

NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.

Grand Jury member Daniel Montiel is a partner and director in Gitanos in Costa Rica. He provides professional advice to several agencies and commercial customers worldwide. Daniel has utilized his creative talents working for numerous clients including Walmart, ICT, Cadbury, Renault, Coca-Cola, Mercedes Benz, Jeep, Mitsubishi, Costa Rica Brewery (Imperial Beer), Essential Costa Rica (country brand) among others. He has participated in the graphic conceptualization of several political campaigns for major political parties in Costa Rica. Daniel shares his creative insights as a juror at international advertising festivals such as the New York Festivals, Granada Creative, FICE (México) and FEPI (Independent Advertising Festival) -Argentina.

He has worked at major agencies in Costa Rica, such as Publimark Lowe & Partners Worldwide, Garnier BBDO, McCann Erickson, Ogilvy & Mather, Father and NBB Y&R. Throughout his career, Daniel has won over 50 international awards in some of the top advertising festivals. He has also been included in the world-renowned Art Direction magazine Lürzer’s Archive and was selected in the special issue “200 Best Digital Artists worldwide 2015/2016”. 

On Judging: 

New York Festivals: Why judge…and how do you find the time?

Daniel Montiel: What do you expect to learn this year from judging and what do you hope to bring back to your creative team?
I hope to understand ideas generated from other cultures, since it is very important the "Glocal" value (global + local) that allows to generate ideas or creativity with very strong insights of a culture and to understand it despite being on the other side of the world, making communication increasingly universal and less advertising. 

New York Festivals: What are your personal criteria for choosing award-winning work? 

Daniel Montiel: I consider that a winning work must be functional, well applied, intelligent and universal, you should not devote a lot of time to understand it and, above all, handle a unified message with the same discourse.
Besides that, it contributes some real value for the brand and the consumer. It should not be ironically very publicity, the unexpected being what I like the most, when there is a deep search for a concept and idea that is not expected.

On Advertising:  

New York Festivals: What philosophy drives your career? 

Daniel Montiel: Creative freedom, minimalism and nomadism are very important in my career, from the beginning of my career I went through many important advertising agencies such as BBDO, Lowe, Ogilvy among others, where I learned a lot, but I always felt the need to move and change constantly, Working outside of an office or desk nurtured my creativity and that of my team. On the other hand, try to communicate with the least number of possible elements an idea or concept I love, minimalism in life, in the music, in my house, in my space is indispensable. 

New York Festivals: What’s the single best piece of career advice you’ve ever received?

Daniel Montiel: Talent is worth nothing without attitude. Have passion (love + madness) 

New York Festivals: What is your all-time favorite ad? Or What are your top 5 favorite ads from the last 60 years?

The independent (Don't Talk)
Apple - Think Different
Nike - Just Do It (1988) 

On Life:

New York Festivals: How do you tap into creativity?  What do you personally do to fan the creative flames?

Daniel Montiel: I move, I look for different work spaces every day, change of routine, work at home, in cafes, on the beach, wherever I go. I exercise because it helps me raise the serotonin naturally and relax completely, which allows me to free my mind.
Cooking also helps me, since I love gastronomy and there is a lot of design in the kitchen, ingredients, colors, flavors, textures. 

New York Festivals: Who is a creative icon that inspires you? 

Daniel Montiel: Marcel Duchamp, all his work inspired me to look for a concept in design, his courage and position before art, how he created his work is still a daily inspiration in my life with DADA. 

Favorite music album of all time?

Daniel Montiel: Dark site of the moon is a true work of engineering and creativity, from its way of recording, its cover and art in the LP, to its legacy and way of listening to it cyclically.

New York Festivals: If you’re binge watching…what are you watching? 

Daniel Montiel: Chefs Table.