Laureano Grisotto

I adopt a horizontal leadership style, where every team member’s perspective is valued and considered integral to a project. I focus on identifying each colleague’s strengths, weaknesses, and opportunities, which allows them to grow according to their interests and abilities.

I’ve refined this approach while teaching at MiamiAd School across three different countries. For instance, in my role as Director of Innovation at GroupM for the Caribbean, I mentored a junior designer who had never developed a concept from scratch. Through several brainstorming sessions and hands-on work, she played a crucial role in conceptualizing a significant campaign. To this day, we both remain grateful for that experience.

Can you share some of your notable projects and their impact on the industry?

As a Venezuelan who has worked in various countries, I have always kept a close connection to my homeland. Together with four fellow Venezuelans abroad, I co-founded "Wings The Agency," which focuses on innovative communication projects addressing the issues faced by Venezuelans.

One notable project is the "Parkinson Scale Film's," which significantly impacted over 7,000 Parkinson's patients. This campaign became the most awarded in Venezuelan history, including accolades such as the first D&AD, the first Grand Prix, two LIA awards, and 30 additional recognitions.

You can view the project here: https://www.behance.net/gallery/121561013/PARKINSONS-SCALE-FILMS

As a Creative Director dedicated to achieving excellence, my approach to accurately representing a client’s vision begins with a thorough immersion in their objectives and aspirations. We start with an in-depth discovery process to understand not only their needs but also their core values and market purpose.

We then develop a robust and detailed creative strategy, translating it into concepts and prototypes that genuinely reflect the client’s vision. Maintaining open and continuous communication is crucial, as it allows us to provide regular updates and seek ongoing feedback. This iterative process enables us to adjust and refine our creative direction in real-time, ensuring that every element of the project aligns perfectly with the original vision.

Additionally, I facilitate collaborative sessions where the client can actively engage in critical stages of development. This approach not only ensures that their vision is accurately realized but also helps elevate the creative standards of the project, achieving results that not only meet but exceed expectations.

As a Creative Director, managing multiple projects simultaneously is an integral part of my role. On one occasion, I had to oversee the development of several major campaigns with tight deadlines. To ensure that each project received the necessary attention without compromising quality, I implemented a strategic and organized approach.

First, I established a prioritization system based on deadlines and the importance of each project. I then assigned specific tasks to key team members, aligning their strengths with the needs of each project. I utilized project management tools to track progress and ensure that all milestones were met on time.

Additionally, I conducted regular meetings with each team to review project statuses and adjust strategies as needed. This approach facilitated continuous communication and quick problem resolution, ensuring that each project received the required attention and detail without sacrificing quality.

What drives my personal projects is a deep passion for creativity and a commitment to authenticity. I find inspiration in creating work that not only excites me but also makes a positive impact on others. My intuition guides me towards projects that align with my values and interests, and this connection fuels my enthusiasm and dedication.

A significant part of what motivates me is the opportunity to help others grow. I enjoy working with talented individuals, supporting their development, and seeing them thrive within the team. It’s incredibly rewarding to witness their progress and to know that our collaborative efforts contribute to their personal and professional growth.

Moreover, I’m driven by the desire to create work that resonates with its intended audience. Understanding their needs and interests allows me to craft projects that are not only engaging but also meaningful and relevant. By staying true to what I believe in and focusing on the impact we can make together, I ensure that each project is both personally fulfilling and valuable to those it reaches.

My style is rooted in a blend of innovation, authenticity, and a deep understanding of each project's goals. To bring my style into different projects, I start by immersing myself in the core essence of each assignment. I analyze the project's objectives, target audience, and unique challenges to tailor my approach.

I bring forth my style by incorporating elements that reflect my creative vision while ensuring they align with the project's needs. I remain adaptable, blending my style with the specific requirements and brand identity of each project to create a harmonious outcome.

Collaboration plays a key role in this process. By working closely with clients and team members, I integrate their feedback and perspectives while maintaining the integrity of my creative approach. This balance allows me to infuse my unique style into each project while delivering solutions that meet the client's vision and objectives.

Ultimately, my goal is to ensure that my personal style enhances the project’s narrative and visual impact, creating work that is both original and effective in achieving its intended purpose.

Target audience research is crucial when creating a brand identity. It provides insights into the audience's preferences, behaviors, and needs, helping to shape a brand that truly resonates with them. Understanding these factors allows us to tailor the brand’s messaging and visual elements to align with what the audience values, ensuring the identity is relevant and engaging.

Moreover, this research helps in defining the brand’s purpose. A clear purpose not only differentiates the brand but also creates a deeper connection with the audience. It ensures that the brand’s identity is not just visually appealing but also meaningful and aligned with the audience’s values and expectations.

In summary, target audience research is foundational for crafting a brand identity that stands out, engages effectively, and has a compelling purpose that drives long-term loyalty and impact.

My dream project is one that combines my passion for creativity with a meaningful impact on society. I envision leading a project that addresses a significant social issue or challenges a conventional norm through innovative design and storytelling. Whether it's creating a groundbreaking campaign for a cause I deeply care about or developing a transformative product that enhances people's lives, the key is to work on something that resonates deeply on both a personal and societal level.

I’m particularly inspired by projects that foster community engagement and drive positive change. For me, a dream project would be an opportunity to collaborate with diverse, talented individuals to push creative boundaries and make a lasting difference. It would be a chance to blend my creative vision with purpose, creating something that not only stands out but also contributes to a better world.

Finding inspiration is crucial in the creative process, and I use a blend of diverse strategies to generate new ideas. I immerse myself in a variety of experiences, from exploring different cultures and attending events to engaging with contemporary art and media, as well as diverse ways of viewing life. This broad exposure helps me stay open-minded and discover fresh perspectives.

Collaboration plays a key role as well. I prioritize brainstorming sessions and discussions with colleagues and clients to spark new ideas and gain valuable insights. Staying current with global trends and emerging technologies also allows me to incorporate innovative elements into my work.

By drawing inspiration from cultural movements, social issues, and practices across different industries, I keep my approach dynamic. Combining diverse experiences, collaborative input, and contemporary trends helps me generate unique and effective ideas for each project.

I’ve always had dogs in my life, and I actually adopt them. Currently, I have a dog who shows me unconditional love and loyalty, and together we’ve created a unique bond. While I have an appreciation for both cats and dogs, I would choose dogs for their companionship and enthusiasm. Their ability to provide constant affection and joy is something I deeply value.

Before starting a new project, I prioritize gathering detailed information from the customer to ensure creative excellence and project effectiveness. I seek clarity on their goals and objectives, understand their target audience and brand identity, and discuss budget and timelines. Additionally, I examine the competitive landscape to identify opportunities for innovation. This thorough approach enables me to tailor solutions that not only meet but exceed their expectations, driving impactful and creative results.