In our latest interview, we talk to Camila Moletta, Design Director at Isobar Brazil, about the current design landscape in Brazil, how technology is impacting creativity, and what inspirations shape her work today.
You’ve worked in brand management for the last 15 years, how has design changed in this time?
Design has always been seen as the “last step” in the process; about shaping ideas and giving them meaning and making them aesthetically adequate to a specific audience. In the last few years, with increased understanding of design methodology and its human-centric, innovation-focused approach, the demand for designers has increased across lots of different industries. Today, companies understand that design can help solve problems, from the smallest to the largest challenges. Having design skills has never been so valued.
You’ve worked in agencies in Rio de Janeiro, São Paulo and London. Are there any differences in the creative process between each location?
There wasn’t many differences in the creative process, but in corporate culture, which ends up influencing how people work together in the studio. I felt very comfortable moving back from London to Rio, specifically because the creative process was so similar in both agencies.
You trained in Graphic Design in London. Did this experience influence your work and your design thinking?
Studying in London was like a clean slate for me. I already had a BA from one of the most prestigious universities in Brazil, but in London you really learn how to think like a designer, question given problems, increase your repertoire and look at everything from a fresh angle, seeking inspiration even in things you see every day. I also learned the importance of authorship, working on self-initiated projects, having a voice and not being afraid to use it.
How has technology impacted creativity?
Technology is fantastic when coupled with creativity, as it help to create seamless experiences that are scalable, helping people interact with a brand in a meaningful way. However, technology alone shouldn’t be the first thing to have in mind when trying to find a solution to a problem, otherwise it feels gimmicky. Keep technology in mind throughout the entire creative process, as well as the people you’re trying to help.
You mentioned that creativity coupled with technology is extremely powerful. What have you worked on that best demonstrates this?
A good example of how technology can help escalate an idea is a self-initiated project launched 2 weeks ago, developed at Isobar Brazil alongside other agencies from Dentsu Aegis Network, called MORE GRLS. Creative women all over the world suffer from lack of visibility — in Brazil, women only make up 20% of creative departments, 2% in leadership roles. This affects not only the advertising industry itself, but has helped create many of the stereotypes women are still fighting today — 65% of women don’t identify with the way they are portrayed in campaigns. More than just creating a movement, we wanted to create a platform that maps who these women are, so that they can be found and get better opportunities — for jobs, interviews, awards’ juries. Technology was instrumental in bringing this tool to life, showing industry leaders, recruiters and the media a huge pool of talented women (1,700 registered in just 2 weeks) and quickly becoming a hub for women themselves.
You use people-centric methodologies to help shape your work. How has designing brand experiences has changed?
Technology has changed everything for CX. Never before have brands had the opportunity to interact with people in their everyday lives, in a truly meaningful way, like they do today. Brands don’t even have to stick to providing services within their industries — a good example is Zappos’ sponsorship to create nursing pods in Atlanta airport. They just need a clear purpose that’s going to drive all their initiatives. That is fundamental. It’s an exciting time for the industry!