Hacking voice recognition devices. Turning client stores into polling places. Helping schoolchildren with access to clean clothes. Making a bag of chips that can detect booze on your breath and call you an Uber.
The creative directors and associate creative directors on the list below are changing the shape of advertising in major ways, and exulting in the resulting engagement from consumers. Read below for more on these game changers, and the work that’s making them, and their clients, famous.
Note: Instead of one big list of U.S. creatives, this year we’ve divided it into smaller lists based on rank. We have 1) chief creative officers, 2) executive creative directors and group creative directors, 3) creative directors and associate creative directors (this list) and 4) art directors and copywriters. We’ve also gone international with a separate list of 10 global creative chiefs.
Juan Peña and Ricardo Casal
Associate Creative Directors, David
In their six years at David, Peña and Casal (pictured above) have orchestrated many of its most buzzy campaigns, from Macma’s “Man Boobs” to Heinz’s Mad Men ads to Burger King’s Google Home stunt for the Whopper.
A huge Mad Men fan, Peña was thrilled to bring the “Pass the Heinz” ads into the real world. “It was a dream come true sharing creative credits with Don Draper,” he says. “Taking a campaign from your favorite TV show and making it happen in real life is an unforgettable experience.”
Casal is still smiling about hijacking Google Home devices to get them talking about the Whopper. “We knew we were going to get a couple of people concerned about privacy and invasive advertising,” he says. “We also had Wikipedia blocking us, then Google blocking us, and we were at the office trying to fight them back. But we won the corporate feud. Better yet, we got everyone talking about the Whopper, even robots. That was amazing.”
Peña and Casal are in love with advertising, which is what fuels them. “Work hard. Then work harder. We truly believe talent can be outperformed by passion and commitment,” says Peña. “It’s not just a profession for us, this is our hobby.”
Adds Casal: “It’s something like Rihanna’s song—all I know is work work work. The rest I don’t understand, but I just go along with it and enjoy it. Also, we love paying attention to everything around us, but always from our desktop. The less we move, the more time we have to come up with new ideas. It’s all about thinking and thinking and thinking.”
Associate Creative Director, Roar Groupe
Barclay is the art director on the adorably geeky, pop-culture-inspired, handmade scenes that Arby’s posts to Twitter and Instagram every few days. The nerdy references are completely authentic coming from Barclay, herself a celebrated cosplayer and passionate gamer.
“I’ve always been a nerd, even before it was something you’d consider bragging about,” she says. “Most big brands gloss right over or condescend to these audiences, so tapping into interests I’ve had for my entire life to help Arby’s speak authentically is a rare treat.”
While the Arby’s posts are undeniably goofy, they’re also finely crafted.
“The artist in me loves that we are creating tiny pieces of art by hand from materials that are, to most people, quickly discarded paper trash,” Barclay says. “The nerd in me loves seeing these niche communities get excited about our content and watching them catch each inside joke or reference.” With almost a million people awaiting her latest geeky creation, Barclay couldn’t be happier in her little corner of the social-media world. “It’s rare in this industry that amazing clients, an adept team and your personal passions all come together,” she says. “I’m acutely aware of just how special my situation is.”
Matt Keats and Matt Miller
Associate Creative Directors, Venables Bell & Partners
Partners on Audi since 2011, they shifted into another gear with the account this past year. Their triumphs include the “Live to Drive” campaign, featuring the TV spot “Desolation” and an Airbnb listing for the Death Valley house featured in it (which booked up, staggeringly, in less than six seconds). Just as impressive was “Duel,” the virtuosic reverse-slow-motion spot featuring battling hotel valets, which aired during the three presidential debates.v
“Hollywood’s got the whole epic fight thing pretty locked down. To make one of our own that still felt fresh and original, while also delivering political commentary on the 2016 election, was a crazy undertaking,” says Keats. “We had no idea how well it would work in reverse until we saw the first cut. Also, nothing about it felt like an ad. That’s usually a good sign that you’re doing something right.”