Luis Paulo Gatti
LUIS PAULO GATTI
ASSOCIATE CREATIVE DIRECTOR
SAATCHI & SAATCHI DUBAI
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.
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.
Grand Jury member Luis Gatti is an Associate Creative Director at Saatchi & Saatchi Dubai. He began his advertising career in 2007 in Rio de Janeiro and then moved to São Paulo in 2010 where he worked until 2015 when he moved to Dubai. In these past 10 years, he has achieved recognition in the main advertising festivals including Cannes Lions, D&AD, Clio, London Awards, One Show, New York Festivals and others. Since 2015, Luis Gatti is sharing his knowledge as an advertising teacher and is part of the Miami Ad School team.
New York Festivals: Why judge…and how do you find the time?
Luis Gatti: Being the jury in a festival is a wonderful experience. Especially in a festival as huge as the NY festivals.
Apart from evaluating projects and works done around the world, I believe this is a great opportunity to express my point of view and discuss trends and observations with creative leaders from all over the world.
In order get myself prepared for this, I follow websites of great ads and communication strategies. I consume as much content as possible. I also ask other professionals about their opinions on behavior, trends as well as technology.
The best way to get myself prepared for this is to make this a routine in my daily life and also work. Because before I judge a case, I would first like to know the story and background of the idea first. This will help me to make a more solid and thorough assessment on the work.
New York Festivals: What are your personal criteria for choosing award-winning work?
Luis Gatti: A winner idea needs to be fresh with proven results. Most importantly, it needs to be relevant to the target. I believe that I can’t judge based only on my personal opinion. I need to see the bigger picture, how the campaign impacted the target audience and how it stood out from the clutter of campaigns and information on different media that are constantly being pushed to the audience every day.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Luis Gatti: I don’t think I can give an answer without making a generalization. But what I can say is, there are clients who understand that they can’t just talk about their products, they know they need to create a link, build a relationship with the consumers, by showing how their product is relevant in the consumers’ lives. A fresh point of view, with a true insight as well as a modern way of crafting, can create a powerful and amazing campaign. But is this new in advertising? I don’t think so. All the best campaigns use this formula. Geico and Burger King are definitely the two brands tick all the boxes. Geico use their Youtube Channel, not only as a place for them to show their ads, but also to create a somewhat real “TV Channel” where consumers subscribe and spend hours consuming their content.
New York Festivals: What philosophy drives your career?
Luis Gatti: I always try to remain positive and excited and remember every day why I chose this profession in the first place. This never fails to make me happy and motivated.
I also try to understand what everyone in my team wants to achieve. Understanding the people we work with, as well as their goals, makes it easier for me to create an environment that’s conducive for my team to grow and be more creative. It is good for the agency, as well as the people.
New York Festivals: What’s the single best piece of career advice you’ve ever received?
Luis Gatti: I'm from Rio de Janeiro and my dream was to work in São Paulo.
A few years ago, I traveled to participate in a portfolio night and I was fortunate enough to be evaluated by Anselmo Ramos.
He didn’t like my portfolio. I asked him how I could make it better so that I could join a great agency. He told me that, due to my lack of experience I should mix real projects that I’ve done, with ideas that I want to do.
This would show how far I would go to see an idea come to life, and this would definitely arouse the interest of Creative Directors in big agencies.
I followed his advice. For 3 months, I focused on ideas that I’d like to do, I created the presentation boards, I put them on my portfolio. When I presented my new portfolio, I managed to land a job at Publicis Sao Paolo. Two years later, I was hired to work with Anselmo in Ogilvy.This is the advice I tell my students and aspiring creatives who are just starting in the creative world.
New York Festivals: If you could live anywhere, where would it be?
Luis Gatti: This question answers one of the reasons why I love to work in the creative industry. Working at an advertising agency gives you the opportunity to live where ever you want to.
When I moved to Dubai, I did not know a word of English. But being in the creative industry, I’ve had the opportunity to travel to places and meet people from all over the world.
For now, I am very happy in Dubai. If I wasn’t here in Dubai, my place of choice would be either Australia or New Zealand. Both countries have wonderful climate, and the people are very friendly. And let’s be honest, these countries are doing amazing work in advertising, aren’t they?