Danaë Pimentel Dos Santos’ journey into the creative world is one of bold decisions and genuine passion. Starting as a project management intern at Happiness Brussels FCB, she quickly realised that her heart belonged on the other side of the table with the creatives. That drive led her to the Miami Ad School, where she began shaping her unique voice and visual style.
Today, Danaë is an Art Director at Balloonfish, a Canadian agency known for its smart, cost-effective branding and advertising solutions. Her multicultural background, shaped by French and Portuguese roots and a life spent across countries, brings a broad, deeply human perspective to every project she touches.
For Danaë, creativity isn’t just about visuals; it’s about honesty, emotion, and finding that surprising insight that makes people stop and think. Her approach is rooted in curiosity, simplicity, and a clear sense of purpose. In this interview, she shares her thoughts on the power of restraint in design, how she finds fresh ideas, and why staying inspired is all about surrounding yourself with work that pushes your boundaries. With a grounded take on technology, a deep respect for collaboration, and a passion for creative problem-solving, Danaë is a voice worth listening to in today’s ever-evolving industry.
How did you first get into the industry?
I started as a project manager intern at Happiness Brussels FCB. I loved it there, but deep down I kept watching the creatives and thinking, “That’s where I belong.” Life’s too short to just watch others do it. So I took the leap, applied to Miami Ad School, and that’s where it truly began.
Where are you based now and who do you work for?
I’m currently based in Saskatoon, Saskatchewan, Canada. I work at Balloonfish, a marketing and advertising agency that focuses on cost-effective brand strategy, ad planning, and execution.
What is your personal background and what role did it play in your career?
I’m French and Portuguese, and I’ve lived in quite a few countries for someone my age. I think this multicultural background and my curiosity to understand the world really helped shape how I see things. It pushes me to think outside the box and notice what others might not.
If you weren’t in your current industry, what would you be doing?
I’d still be creating, 100%. I honestly can’t see myself doing anything that’s not creative.
Can you explain your creative process? What makes it unique?
I spend a lot of time digging for a fresh angle, a surprising insight, or something that would make me go, “Ugh, I wish I had thought of that”, if it were done by someone else. I also always check how similar briefs have been answered in the past to make sure I don’t go down the same path. I want to find something unique and true.
How would you describe your style?
Visually clean, smart when it needs to be, and emotionally true. If it doesn’t make you feel something or think twice, it’s probably not for me.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Luke Sullivan and Anselmo Ramos for sure. And I’ve been lucky to work with people I admire deeply: Daniel Correia, Bruno Trad, Virgilio Flores… they’ve each shaped how I work and think.
What tips would you give to aspiring creatives looking for work?
Be bold. Show who you are and what you can bring to the table.
What tips would you give to other professionals to get more clients?
Help each other. This industry runs on connection. We all have different networks, so reach out to your creative friends and ask if they know of any opportunities. You never know.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
The moment I truly understood the meaning of less is more. It changed everything.
What kind of tools/kit/software could you not do without?
Photoshop. That’s my baby. You can take everything else, but please leave me Photoshop.
What’s your secret to staying inspired and motivated?
Looking at other work and thinking, “I wish I had this idea” or “This is genius.” That kind of work doesn’t discourage me, it fires me up. It keeps me moving toward that level.
What’s the work achievement you’re most proud of?
It’s all those moments where you think, “How am I going to pull this off?” ,and then you do. Every challenge, big or small. Oh, and of course… my first awards. That was a good day.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
I mean… is AI still considered a trend? It’s already here. But only a few truly master it, and those will be the best creatives of tomorrow.
What do you think sets apart truly exceptional creatives from the rest of the pack?
The ability to take complex info, mix it all up, and turn it into a simple, brilliant idea. Turning chaos into something that looks effortless. Coming with something that was so hard to find, yet feel obvious, that’s the magic.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
I think it’s divided the industry. Some creatives are against it, others see the potential. Like every big shift, there are always those who resist and say, “It’s not as good as before.” But I see tech as a creative partner. At the end of the day, you can prompt all you want if the core idea isn’t good, the result won’t be either. It’s not about the tool. It’s about the human behind it.
What is the one thing that you would change about the industry?
I’d love to see a real award show for small agencies. I say “real” because a lot of what's labeled “small agency” in award shows is still big in terms of budget. There are so many talented creatives working in truly small teams with limited resources , they deserve a spotlight too.
Any websites, books or resources you would recommend?
Hey Whipple, Squeeze This absolute must-read. Love the work more, and the Deck of Brilliance are great for sparking ideas. If you are looking for advice or mentorship, those are great too: Talk to a creative and re-create.
