September is Colombian month at inVisible Creatives. The World Loves Colombia shines a light on the Colombians who have caught international attention.
One such talent is Juliana Arboleda, Art Director at TBWA\RAAD in Dubai.
How did you get the international attention you got?
My partner and I won the chance to join the Young Lions competition at Cannes to represent Colombia in 2016. This recognition, and having a portfolio with more ideas than just good looking designs, coupled with my curiosity is what has opened many doors in advertising and what has given me the opportunity to work as a creative in Buenos Aires, Long Beach CA, Bogota and Dubai.
In what way is Colombian creativity unique?
Our social reality makes us more empathetic and flexible when facing briefs. From an art direction stand point, we are more detail oriented.
From what you observe, what do you think are the main differences between working in Colombia and abroad?
The corporate culture is stronger in Dubai.
Who inspires you in this industry?
People who use their creative power to create cultural relevance and help other people, and not just to win awards. To name a few: Mary Dauterman, Micaela Gallino, Piera Luisa and Laura Visco.
Despite the attention you and your work has gotten, do you ever feel visible at work still? Did you ever at the start of your career? What did you do to overcome it?
Moving abroad was challenging, because you have to start from zero to build a network, to gain the trust of your team in order to get more credibility and get involved in more interesting projects. This was something that made me feel quite invisible at the beginning of my Dubai season. But always bringing fresh ideas to the table and putting a lot of effort to make these ideas a reality helped me to overcome this.
For people who feel invisible professionally, what would be your advice?
Build your own creative community with people you admire and trust. Put yourself out there even if you are full of self doubt. Share your point of view. Speak up if you don’t like an idea or think could be better. Ask good questions. Use clever arguments to sell your ideas.
What is the piece of work you’re most proud of having worked on?
We brought to life the first Arabic countdown for the first-ever Arab space mission to Mars. It was a simple yet effective idea that raised the voice of the Arabs to make history addressing pride in every citizen in MENA. It is great to know that your work was part of such important moment in history and helped bring hope for future generations.