Pablo Pérdigo

Pablo Pérdigo (Advertising, 2021) is an advertising creative who has worked on campaigns for leading brands such as L’Oréal, Heinz, Pepsi and Pull&Bear, and artists including C. Tangana. In this interview, he speaks with honesty and personal insight about his professional identity in a period of change, the key lessons from his university years, his transition to the world of work and the challenges of being a young creative in a constantly evolving industry. He also shares what fuels his creative process, the importance of curiosity and an approach to life that combines strategy, irony and an appreciation for small moments.

• Who is Pablo Pérdigo? How would you describe yourself, and what motivates you in your daily life?

I find describing myself somewhat of a challenge. Perhaps that’s a task best left to others. If you’re asking about the professional sphere, I could say that, although I have done campaigns for major brands such as L’Oréal, Heinz, C. Tangana, Pepsi, Nude Project and Pull&Bear, as of this month, for the first time in my life, I can describe myself as “unemployed” – though certainly not “inactive”. Perhaps by the time this interview is published, that will have changed, as I’ll be starting at another advertising agency in a few weeks.

• What lessons from your time at university have had the biggest impact on your professional development?

To answer this question, I will borrow an idea from Genís Roca, who says that “a person’s real curriculum is made up of people – those you have worked with, learned from and shared projects with.” In this sense, my most valuable takeaway from my university years are my colleagues, especially my friend Edu.

• What was your transition from the academic world to the professional world like?

It was a bit like trying to eat an unpeeled walnut or going skiing: the effort and the reward don’t always match. You work a lot and get paid very little.

• What challenges does a young creative face in such a constantly changing industry?

I believe that tactics constantly change, but strategies are far more enduring. That is why the main challenge for a young creative remains the same as ever: thinking before acting and finding a solid communication strategy.

We live in a very fast-changing environment, where it’s easy to stay at tactical level – responding quickly to briefs, creating things just because they look cool or even answering interviews – without pausing to consider what lies behind them. In my case, knowing that this interview will reach former communication students, I see it as more of a showcase or a small personal ad than a simple answer. Ultimately, it is also a form of networking (I dislike this English term that we use instead of simply saying “meeting people for personal gain”). I do not know if it will work, but for me, it is always better to have a bad plan than no plan at all, even if that means making a fool of myself more times than I would like.

• What inspires you to create?

My notebook. When I’m unsure which direction to take, I always return to it. I’ve been writing down ideas, phrases and reflections in it since I was 15. It doesn’t matter where they come from – a book, Instagram or a bar bathroom – they always get me in a reflective mindset, which makes it easier to come up with ideas.

• In your daily work as a creative, what role does curiosity play in your process?

A big one. I feel like it would be very difficult to make a decent living in this profession without being curious.

• Which project are you especially proud of?

What my partner and I are gradually building together.

• A phrase that represents you: “Enjoying the little moments”
• Your favourite music: Leiva
• Your favourite place: The beach in Arenys
• A film or series you would recommend: The Bureau