THE PHILIPPINES, OCTOBER 3, 2011: Marlon Rivera, fresh from his highly successful directorial debut Ang Babae Sa Septic Tank, the Philippines’ entry to the 2012 Academy Awards, emerged with another blockbuster last week in the form of a jam-packed Raw School first lecture as he shared lessons from early in his life, from the theater, and from the advertising industry itself.
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Speaking in front of a record-breaking 89 young creatives in attendance, Publicis Manila’s president and chief creative officer compared his theater experience to the advertising practice. “We can’t all be divas at the same time. Hindi pwede ‘yon (That can’t be),” exclaimed Rivera to a burst of laughter from the audience. He said that a creative team should be composed of “one star, two supports, (and) three extras”. While not an exact formula, Rivera emphasized that a balance of different personalities in a group will ensure that things will get done and get done better.
Rivera also shared tips and realizations from books, industry experts, and even singers, which he, in turn, uses and applies everyday in the office. Quoting Emerson, he said: “Anything that is not necessary is not beautiful.” Equating it to a creative brief, Rivera said that he practices a “if it is not necessary, take it out” policy.
Rivera shared the advice of Raul Castro, executive chairman and chief creative officer of McCann WorldGroup Philippines: “First be clear, then be creative.” An adma shouldn’t explain an unfamiliar concept with other unfamiliar concepts or terms. This is explained by Occam’s razor, the philosophy that recommends choosing the simpler one between two choices.
Rivera closed his talk with pieces of advice for the Raw School students. “Don’t be a pain. It’s just a job,” he said, no matter which way your career goes. He ended with the lyrics of Debbie Gibson’s “Electric Youth”: “Don’t underestimate the power of a lifetime ahead.”
The next Raw School session on October 6 features DM9 JaymeSyfu’s Herbert Hernandez. Call Vanne at (02) 893-1205.
Image courtesy of Brandie Tan via Flickr
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