David Fernández Umbra seeks to create pieces where art direction and audiovisual narrative coexist in balance, always adapting his style to the communication needs of each brand and the nature of each project. After working for national and international brands in Spain, he comes to Mexico City to explore the creative possibilities in this growing market. “More and more people are approaching brands that share their values, their vision of life and their purposes.”
1 . What opportunities do you see in the Mexican market? Why your decision to come to Mexico?
The large size of the Mexican market and the considerable volume of consumers mean that it is full of creative possibilities. This is one of the reasons why I have come to Mexico, in addition to the challenge of contributing my experience with national brands.
2. What are you looking for when telling a story?
When we talk about commercials, it is essential, first of all, to analyze the client’s communication needs to adapt your creativity to their commercial objectives. From there, my personal approach focuses on working equally on both the narrative and the final craft. And thus connect directly and universally with the consumer through sensations and specific moments.
With these elements, we have the ingredients to create a personalized narrative for each client.
3. What do you think consumers expect from brands?
Nowadays, there is a certain disenchantment on the part of consumers towards brands, which forces each of them to communicate brand values beyond their products. I believe that more and more people are approaching brands that share their values, their vision of life and their purposes.
4. What are David’s goals for this year in Mexico?
My goals for this year include entering the Mexican market as much as possible, contributing my creative vision to the projects and exploring the resulting synergy to the maximum. I am excited and expectant about what is to come.
