Graduate working as Creative Director for Mercedes-Benz
14 December 2021
From Falmouth University to Creative Director for Mercedes-Benz in Latin America, the career trajectory of MA Creative Advertising graduate Santiago Losada is something to behold. So, how did he get here? And what advice does he have for aspiring creatives?
Since graduating from MA Creative Advertising in 2012, Santiago Losada has embarked upon a remarkable advertising career that has seen him work for the likes of Grey London, McCann, Ogilvy, Leo Burnett, BBDO and Saatchi & Saatchi.
Santiago is currently the Creative Director for Mercedes-Benz in Latin America, focusing on creative strategy and art direction for the company. His work has been featured at creative festivals around the world, such as Cannes Lions, Effie, Ojo de Iberoamérica in Argentina, the Festival el Dorado in Colombia and the Global Awards Club.
We caught up with Santiago to hear a little more about his work with Mercedes, his memories of living in Falmouth and his advice to current students.
What are your favourite memories of living in Falmouth?
My memories of living in Falmouth are some of my best. My tutors taught us how to push our creativity even further in different ways. We were always thinking about finding a more interesting way of saying or showing something, which is a lesson that I continue to apply today.
Falmouth is a beautiful place, a small but mystic town where everyone is kind and pasties are everywhere. The people I studied with were lovely. They became great friends who I’d regularly go out to eat, party and have drinks in town with.
I’m planning to travel soon and say hello because it’s a place that had a really positive impact on me.
How did the Creative Advertising MA help you after graduation?
The Creative Advertising MA helped me immediately! Our course leaders encouraged us to pour as much energy into our work as possible, and I think that was reflected in my portfolio after I graduated.
I got my placement at Grey London just a few months after finishing the MA, all thanks to the work I developed during the course.
You need two things to achieve good work: curiosity and craft. Those two things require a lot of time, so I would arrive at the campus at 6.30am every morning to start working.
Then, after Grey, amazing companies like McCann, Ogilvy, Leo Burnett, BBDO and Saatchi & Saatchi came along, which gave me the opportunity to create good work and get further recognition in the industry.
Falmouth is a beautiful place, a small but mystic town where everyone is kind and pasties are everywhere.
Can you tell us about a campaign that you’re particularly proud of?
I recently completed a campaign for Mercedes-Benz, a 30-second advert that was made by three teams spanning three different cities: Bogotá, London and Melbourne. The project itself ran in Europe.
I was in Bogotá when the global creative team gave us the opportunity to share some ideas for the ecommerce of Mercedes - they liked them, so we started developing a global campaign.
I felt really proud of the end result because it’s not just the creative work that matters, but the opportunity to collaborate with brilliant creatives from different parts of the world.
It’s not just the creative work that matters, but the opportunity to collaborate with brilliant creatives from different parts of the world
For all your achievements, the photoshopped images of your dog Pincho must rank as the finest! Can you tell us a bit about Pincho? And why did you decide to create the photos in the first place?
I have a personal project in which I’ve took my dog Pincho (a dachshund, check out his Instagram) and through photoshop compositions I put him in different planets, places and more.
I started as a junior art director and nowadays I’ve been in regional creative positions where mentoring, giving direction and working next to clients are my everyday.
So, I wanted to go back and enjoy being myself just like when I started designing in a small room in Falmouth. Fortunately, these images have been in the New York Festivals, Lurzers Archive and different design publications – people can’t get enough of Pincho!
What advice would you give to students who are trying to break into the advertising industry?
The advice I would give is to not stop practicing. You can slow down of course, but don't ever stop trying. Creativity is a muscle that needs flexing every day. So, the advice I would give is to not stop practicing.
I wanted to go back and enjoy being myself just like when I started designing in a small room in Falmouth... people can't get enough of Pincho!