Darren Kiner
Creative Director
Director
Visual Effects
3D
Project Manager
Art Director
Writer
Alberto Ezequiel Fernández
Q
What’s your experience been like working with such varied brands?
I think working in creativity is a bit like being a chameleon, and having had the chance to work on the challenges of different brands and categories has allowed me to open my mind and explore a wide range of solutions.
Q
What are some of the golden rules you follow as a surefire method to deliver a compelling project?
Never lose curiosity, fun, and depth when approaching the creative process
Q
What do you think sets your work apart from other Creative Directors?
Each person’s experience brings different tools to the table, from their professional journey to the books they read as a child. In this case, I believe my edge comes from taking the time to seek a fresh strategic perspective before thinking of ideas for each project.
Q
How do you balance delivering a high-quality output with meeting tight deadlines?
I come from Latinoamerica. Working under pressure is something I live with. Especially in Argentina.”
Q
Please share some of your most valuable lessons from your years of experience.
I think I have 3 lessons to share:
1. If you don’t question what you do every day, question what you do.
2. Never underestimate the power of a great idea.
3. People drive success more than talent itself.
Q
Can you discuss a time when you had to manage multiple projects simultaneously? How did you ensure each project received the attention it needed without compromising on quality?
When you find the true core conflict of each brief, it becomes easier to see if everything is heading in the right direction.
Q
When creating a brand identity, how important is target audience research?
It’s just as important as what your guts tell you.
Q
What does your creative process look like?
Thankfully, no idea.
Q
How do you lead and mentor a creative team? Can you give an example of how you've helped develop the skills of a team member?
By giving the opportunities: to work nice briefs, to make mistakes, to success.
Q
How did your journey into the creative world begin?
“When I was 5, I preferred commercials over TV shows.”
