Florencia Potter
Graphic Designer
Art Director
Marketing
Vasanth Seshadri
Q
What does your creative process look like?
1) Understanding the brief.
2) Researching into the subject matter and industry of the brief.
3) Ideating and coming up with a large quantity of ideas.
4) Evaluating to filter out these ideas to finalize the best few.
5) Executing these ideas with attention to craft and detail.
Q
Who are your influences?
Leonardo Da Vinci
MC Escher
Vincent Van Gogh
Salvador Dali
PG Wodehouse
Arthur Conan Doyle
JRR Tolkien
Alfred Hitchcock
Akira Kurosawa
Hayao Miyazaki
Q
Kindly take us through a particular project of yours that you cherish.
My team won a competitive pitch to produce a film for P&G (Gillette) for the Singapore market, working with Olympic champion Joseph Schooling. We uncovered a societal tension in Singapore, that men are under lifelong pressure to be the best in everything. We proposed that being the best is not about individual glory but about bringing out the best in others. You can find out more about this at https://cargocollective.com/vasanthseshadri/Better-Than-The-Best
Q
As a Marketer, is it possible to create anything that you can imagine?
With the right team, it is possible. No one individual will have all the skills needed to create anything they can imagine, but a sufficiently large and varied team can move heaven and earth.
Q
Before starting a new project, what information are you looking for from the Customer? What do you ask them?
What's your objective? What is preventing you from achieving this objective? Who is your target audience? What do you know about them? Who are your competitors? What do you know about them?
Q
Can you discuss your experience working with a team, and how you collaborate with other disciplines?
I'm a copywriter and creative director. I write and ideate. However, I do not design, code, edit videos, direct shoots or build AR/VR experiences. For all the skills I don't have, I reach out to those who have them, and present unified teams to potential clients. This has worked very well for every client I've attracted since starting my own one-man advertising agency (supported by freelancers)
Q
You have worked in a multitude of realms in the entertainment industry, what is next for you? Is there more you want to explore?
I would like to do a wider variety of creative work, across wider categories, reaching wider markets and audiences.
Q
When creating a brand identity, how important is target audience research?
Audience research is the very beginning of everything! Nothing can be done without it!
Q
How did you get interested in creating? What were your early influences?
I started writing stories when I was just 5 years old. My early influences were Hollywood, Indian movies, old American sitcoms, Chinese mythological shows and several others.
