The temptation to follow your parents' footsteps almost feels old-fashioned in the Information Age.
Within a globalised world, opportunities are out there for those wanting to grab them – and creative director Sergi Pros Granes certainly sounds like someone who wouldn't stand there waiting.
For this Member Spotlight, we are looking into the life of a passionate creative who thinks he may have been a carpenter without going full creative. Though we certainly prefer this outcome below.
Where are you based now and who do you work for?
I’m based in London but I work anywhere. I collaborate with creative boutiques, agency networks, production houses and brands.
If you weren’t in your current industry, what would you be doing?
A carpenter I guess. Like my grand-dad and dad, family tradition. However I have several doubts about it because sometimes I struggle assembling IKEA furniture!
Can you explain your creative process?
I like to analyse the brief deeply and get to the essence of it. I love to overload myself with loads of information until something clicks in my mind. You never know where you can find a relevant insight or an interesting connection.
How has technology affected the way you work (if at all)?
We are more connected than ever. Physical barriers have disappeared and we have access to more information than we can process. Technology has given us more tools and possibilities to explore new ways to connect. It’s a great moment for doing more collaborative and multi-disciplinary work. However, I still love to think using pen and paper though.
What’s your secret to staying inspired and motivated?
I’m extremely curious and I always find inspiring stuff everywhere. Motivation comes from every brief, it’s a new opportunity to create work that can inspire change for people and the industry.
Overall, we are very lucky because our job consists in learning new things every day.
What’s the work achievement you’re most proud of?
A classic, first Cannes Lion won. When the industry recognises your work it’s always especial.
How do you recharge away from the office?
Bonney, my 12-year-old cat. She always turns shitty days into good days.
What advice would you give to other aspiring creatives looking for work?
Don’t get frustrated and be patient, there is a huge world out there in need for creativity. Explore different creative disciplines and have fun with side projects. Use your connections, don’t be afraid to ask senior creatives and CDs for portfolio reviews.
What’s your one big hope for the future of the creative industries?
Brands have realised that only selling products is not enough in this day and age, people want them to take part in society. This is our big challenge, to create campaigns that can go beyond advertising. It’s time to knock mental barriers down and think ideas for the world.