22 Creative Directors Who Are Completely Reimagining What’s Possible in Advertising

The minds behind some of the year's best and buzziest ads

David co-conspirators Juan Peña and Ricardo Casal brought the Heinz ads from Mad Men into the real world, and hacked Google Home for the Whopper.

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.”

 

Jennifer Barclay
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.”

Keats’ work is informed by the belief that most people just don’t like ads, plain and simple. “So the least you can do is try to make something interesting. Anything less and you’re just wasting their time,” he says.

Miller’s advice to fellow creatives is succinct: “Be hungry, be a student, be a sponge, and most importantly, be humble.”

 

Louie Calvano and Samantha Bordignon
Creative Director and Senior Copywriter, DigitasLBi

This pair helped bring to life the “Care Counts” campaign for Whirlpool, which put washers and dryers in schools to help kids who don’t always have access to clean clothes—and who often skip school at a result.

“Seeing this kind of creative thinking in action reminds me of the potential our work can really have, that creativity is responsible for more than just entertainment or beauty,” Bordignon says of the One Show gold Pencil winner. “When you apply it to real problems, creativity can be a potent tool for change.”

She finds creative inspiration in diversity. “When you’re living every day in the same bubble, it’s easy to forget that this world is a huge fucking place!” she says. “There are so many people out there with ideas and life experiences that are nothing like your own. Each one can push your brain a little further outside its comfort zone.”

“Pay attention to life. That’s where the ideas are,” adds Calvano. “If you actually listen to people and honestly care about people, you get so much genuine insight to draw from and make the work more resonant. Whether it’s for laughter or tears, if all you know is yourself, you’re going to have a hard time connecting with others.”

 

Brian Farkas and Tylynne McCauley
Associate Creative Directors, 180LA

This ex-Pitch pair were the force behind Boost Mobile’s brilliant “Boost Your Voice” campaign, which turned Boost stores into polling places in low-income areas to combat unequal voting access. That work will undoubtedly earn them more Cannes Lions to go with the two golds they won at RPA for Honda’s Project Drive-In.

“Voter suppression is real, and it’s an issue undermining the heart of our democracy. Every American deserves a chance to be heard,” says Farkas. Adds McCauley: “It wasn’t just an ad. It was a brand sticking up for its customers through a civic action.”

Going beyond ads is a theme for this team.

“I’m a big believer in ‘action over ads,’ using advertising to do something, not just say something,” says Farkas. “This type of work is almost always a huge pain to make, because there aren’t any standard processes for it. It requires persistence and a willingness to figure things out from the whole team. But in the end, it’s worth it for the client, the agency, and most importantly, the people you’ve been able to affect.”