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The Work That Made Me: Sandra M. Mejía

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Geometry Colombia's creative director on MTV's influence, the Super Bowl halftime shows and how Coca-Cola ads changed everything

The Work That Made Me: Sandra M. Mejía

Sandra Mejia is a creative director, event producer and project manager, working across advertising, music festivals, brand events and art. She is now part of the Geometry Colombia team. She uses her knowledge in operations and production in the creative department.

The ad/music video from my childhood that stays with me…

Without a doubt, I recall the beginning of MTV and remember the music video for 'Money for Nothing' by Dire Straits. Watching how music turned into images opened my mind into imagining that anything could be done if you believed and worked hard on it.

The ad/music video/game/web platform that made me want to get into the industry…

All the TV commercials from Coca-Cola. Every time I saw one of the Coke commercials, I knew that’s what I wanted to do – make people feel what I felt in that moment. 

(Coca Cola is it, Always Coca Cola) 

The creative work that I keep revisiting…

There’s not one in particular, as I love to experience new things everyday – everything is an inspiration. I love focusing on art, museums, and music. Every time I go somewhere new, I love going to local art museums. This year, I went to the National Art Gallery in Washington, DC – I absolutely loved the urban art mixed with classic art. I’m hooked on art and try to get my inspiration from it.

I also search for inspiration in music and music events. Looking at people being entertained gives you a glimpse of what people like and want. I get most of my fuel from watching people enjoying what they’re doing. Watching people jump around at a music concert is my passion. When people are entertained, they show you their best selves – and that’s when you should talk to them, as they are open to both listening and talking.

My first professional project…

Not my first, but clearly my most relevant, was the work I did for Jack Daniel’s in Colombia, from its launch to positioning. Getting to launch a brand through the music industry – an industry I’m fond of – mixed with sensorial experiences is something I’m incredibly proud of. 

The piece of work that made me so angry that I vowed to never make anything like *that*…

As most of my experience comes from experiential, I vowed to myself never to make anything that didn’t make a difference, whatever it may be. I’ve always wanted to do things that stood out. Making something or creating an experience that could be made by any other brand just gets on my nerves. I want my work to reflect the brand it represents, ensuring it has a strong mark.

The piece of work that still makes me jealous…

The Super Bowl halftime show is my biggest wanna-be. From the halftime show to all the commercials aired throughout, it makes me feel I’m not doing enough to get there. Long live the Super Bowl halftime show, year after year.

The creative project that changed my career…

Festival Estereo Picnic is the biggest music festival in Colombia. Being part of the production team on this event expanded not only my career learnings, but the vision of what my future could hold. Understanding the joy entertainment brings to people has given me a vision of what I ultimately want my work to accomplish – a moment of ecstasy in whatever they’re experiencing. 

The work that I’m proudest of…

I try to keep my stakes high and wish that my best work is yet to come.

I was involved in this and it makes me cringe…

I think you sometimes look back and think of things that could’ve been done better, but the truth is that every project I’ve been involved in has made me grow. BUT if I had to name one cringeworthy moment, it would be an activation campaign I did some time back. That’s all I can say! 

The recent project I was involved in that excited me the most…

My latest project – an internal workshop we did for a new client – where we worked together to generate long-term strategies to accelerate the brand’s sales and overall growth. The focus was to provide the tools necessary to deliver creative commerce. The project allowed me to work across all the areas I’m passionate about – creativity, production and teamwork – which was really exciting!

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VMLY&R COMMERCE LATAM, Fri, 06 May 2022 08:09:38 GMT