Campaign’s Creative Faces to Watch 2021 – Nicolas Garcia, Senior Creative Copywriter, VMLY&R COMMERCE
Age: 29
Nominated by Mauricio Sanaiote, Creative Director, VMLY&R COMMERCE
If there is someone who has everything to write a bright future in advertising, it is Nicolas Garcia. Not that his story is not already brilliant, after all, having some Cannes Lions and Effies in his CV, at the age of 29, is something remarkable. But Nico, for the closer ones, has the potential to do even more. A copywriter with sharp writing, always in search of the best possible idea. He never rests. He knows how to think strategically and, as no one else, knows how to propose the best creative solutions that answer to the most diverse and complex business problems. Keep an eye on him.
Bio
A Copywriter and Ad-Nerd, obsessed with powerful words, bold ideas, and clever strategies. A failed football player on a journey to become a legendary adman. Curious, driven, and utterly passionate about changing people’s behaviour through bold strategic and creative thinking.
I have been slinging ink, winning pitches and creating integrated campaigns for over seven years, working for world-class brands such as Heineken, Samsung, Nestlé and MetLife. I’ve picked up a couple of awards along the way at Cannes, D&AD, One Show and Effies, just to name a few— though I like to think my best work is yet to come.
Guiding principles
Always follow your intuition. We live in a world where algorithms are threatening to take over the creative world. Scary stuff. The only way to save our industry (and jobs) is by doing what machines can’t. They cannot feel, wonder, empathize. They have no intuition. That’s our real competitive advantage.
How has Covid changed your job?
It forced me to redecorate my living room to create the perfect Zoom background. And it made me miss the office. Some of the changes we experienced will definitely stay, but we can’t ignore how important human interaction is for our industry. Brainstorming through a screen is pretty damn difficult.
Side hustle
In my free time, I enjoy writing and cooking. But I do one considerably better than the other. So, I’m now working on the first draft of my very first book—and no, it’s not a cooking guide.
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