French creative agency Fred & Farid Paris recently named Nicolas Berthier as creative director at its West Coast studio FF LA in the US.
Having spent the last year as associate creative director for the company in Paris, Berthier has made the move to Downtown LA's Boyle Heights and will work alongside fellow CD Chelsea Steiger in the role.
Below, he reflects on the move, his experience of working with brands in advertising and how he unwinds away from the office.
Tell us about your new role?
FF Los Angeles is the fourth office of the FF creative community. Moving from the Parisian office after six years there to downtown Los Angeles felt pretty natural.
FF has a strong culture and having the opportunity to take part in the development of FF LA actively is an exciting challenge. Together with Chelsea Steiger, I will serve as creative director on international and US campaigns for HP, Remy Cointreau Group and incoming new business.
How has your background equipped you for today?
I started my creative journey in 2002 at DDB Paris and joined FF in 2013. Having the chance to work closely with the two founders Fred [Raillard] and Farid [Mokart] gave a singular boost to my career. Over the years, I met and worked with the best French and international creative talents, people who always set the expectations higher and aim for creative excellence.
If you weren't in your current industry what would you be doing?
I believe in creativity and how good ideas can have an impact in today's world. I would certainly be creative and challenge myself every day to learn and understand more, whatever the domain of expertise.
What's your secret to staying inspired and motivated?
Listening and learning from the best inspires me. Kindness and passion keep me motivated every day. At FF, we 'think with our hearts' and this motto is our secret.
What's the work achievement you're most proud of?
More than the number of awards, meeting the people I had the chance to collaborate with on my best projects is what makes me really proud. We are collectively stronger and when talents associate and give their heart for the beauty of an idea the magic naturally happens.
How do you recharge away from the office?
I was born and raised in nature and need to connect back once every two months. Also, simply listening to others and allowing ourselves to stay naive and openminded is the best source of inspiration.
What's your one big hope for the future of the creative industries?
One big 'yes!' To diversity and humanity in creativity.
