Quevedo: La creatividad Iberoamericana tiene mucho peso en la industria a nivel mundial
The main Creative Director at Richards/Lerma, Aldo Quevedo, is one of the representatives of the Hispanic market who will evaluate the Production category at FIAP. “This is the third time I participate as a jury member. It is very important to me, because this year FIAP has been entirely reinvented. To be part of this is something big. FIAP has always been the creative thermometer of the region, and in my opinion, Ibero American creativity is very important for the industry worldwide. In FIAP is where these big ideas are recognized.”Quevedo explained that they have great expectations over the way to evaluate production, taking into account that content now comes in a great deal of formats. “I understand that it is going to be unique and that Simón Bross, as jury President, is going to mark a line to reward work that show more creative quest.” His recommendation for brands is to seek balance between a great concept and execution. “I would tell them to venture into experimenting with production techniques and new technologies to see how the limits of what is possible can be extended” he added. Quevedo believes in ideas that are recognized in festivals, that are also real projects and achieved great results for clients. “We are in an important moment in the industry, when we must raise awareness at agency level, and even at a personal one” he said. “The biggest challenge is to combat distraction. This year, Hispanic agencies like ALMA avoided distractions, and had a historical performance in Cannes. We hope they repeat in FIAP.”
