4 months ago
Carolina Gambôa was a self-proclaimed introvert as a kid. She spoke rarely but rarely but used her love of creativity, whether that be in the form of her outfits, approach to schoolwork or even inventing games, as a form of expression. Even these days she is a keen illustrator alongside her day job as an art director at Cheil Brasil. She knew she wanted to work in advertising since she graduated from high school but her pathway to agency life wasn’t immediate. Her first ever internship was creating social posts and banners for a stockbroker. But that just accelerated her hunger to work as a creative at an advertising agency.
Addison Capper chatted with Carolina to find out more.
LBB> Where are you from and what kind of kid were you? And what role did creativity play in your childhood?
Carolina> I'm from São Paulo, Brasil and I was a VERY introverted kid, the kind who barely speaks. But I was also very curious and observant. I must admit that this personality extended to adolescence and is still part of who I am, even today. Because of that, I believe that creativity played a very important role in my life because I could express myself through it. I loved to draw, create different things for schoolwork, wear clothes that showed my personality, invent games.
LBB> How did you first get into the industry? What was your very first job?
Carolina> When I graduated from high school I already knew that I wanted to study advertising and work with a creative team, it was the only entrance exam I took. I had a lot of fun creating things in my life, why not work with it? When I was in the second year of college, in 2012, I got an internship to take care of the social media of a stockbroker. I used to create posts and banners. I spent a year doing it until I realised that I had to go work in an advertising agency if I wanted to achieve my goal of creating relevant things and building a career. And that's how it started!
LBB> What was your first creative milestone in the industry – the project you worked on that you were super proud of?
Carolina> The project we did for Unicef to make people aware of natural childbirth, for sure. In Brazil, many women are unaware that they have the right to opt for natural childbirth because public hospitals are instructed to perform cheaper procedures, such as a cesarean. So it was a very beautiful process, which aimed to inform women about their rights, done by a woman-only creative team (from the VP to the assistant).
LBB> Which other pieces of work are you particularly proud of and why?
Carolina> I also really like the campaign we did for Natura, telling the story of the women involved with the brand. It was the first time that I participated in a piece of work that we mixed an advertising campaign with illustrations. We created some illustration packs, each one telling the life story of these women and the result was awesome!
LBB> You're an illustrator as well as an art director. Tell me about your illustration. What inspires you to draw? And how would you define your style?
Carolina> A while ago I heard that when children are depressed, they stop drawing. I think that's what inspires me to draw. In fact, it is more how I'm feeling than a demand or a specific thing.
About my style, now you got me! I really don't know how to define my style, because it changes as time goes by. But I can say that I take a lot from old school tattoos with a hint of modern design.
LBB> When did you first start drawing? What are your earliest memories of that?
Carolina> As long as I can remember. My mom is an amazing artist, she always drew absurdly well, I used to watch her and think: this is the coolest thing in the world! And I wanted to do it too. So I remember a lot of scratched walls, destroyed brushes and once I painted my dog, Paquita, in pink (she survived).
LBB> Is illustration just a hobby or something that you'd like to explore further from a work perspective?
Carolina> Certainly a hobby, but a hobby that contributes a lot to my work as an art director.
LBB> Who are your creative heroes?
Carolina> In different creative areas: Pentagram, Disney / Pixar, Douglas Adams, Mcbess, Alessandro Michele, Leonardo Da Vinci, Pink Floyd... we are not talking just about advertising, right?!
LBB> Where do you draw inspiration from?
Carolina> I think that everything around us brings inspiration, but in particular I feel inspired by the people around me and that I admire. I know it's a cliché, but it is true.
LBB> What tips would you give to somebody hoping to break into the creative world?
Carolina> Don't be afraid to show your work, don't compare yourself with others, surround yourself with good people and always keep in touch with the things that inspire you!
LBB> Outside of work and illustration, what are you passionate about?
Carolina> Tattoos, fashion, and Polly, my dog (who I did not paint in pink. Promise).
Cheil Brazil, 4 months ago