Rafa Antón, socio fundador y máximo responsable creativo de la agencia China
Rafa Antón, founding partner of the agency China, spoke to PRODU during the 2015 Ibero American Advertising Festival where he was head of the juries of Graphic Production Techniques and did a presentation on the creative process and the feeling it involves.”There are many things behind what a creative is. A creative suffers, makes an effort, asks himself questions and constantly mortifies because he thinks he hasn’t done the best he could have”, he said. “I think it is good that we can talk about this aspect of the industry in a forum”. For creatives, levels of insatisfaction are extreme, they go from feeling they are good, to feeling they are a fraud. That is why he recommended his colleagues to enjoy their limitations. “We aren’t good at everything, it is ok to choose a job in which your frustrations are an advantage”.According to Antón, creative autonomy can be found anywhere, but it has helped him to have his own agency. “For me, to have my own agency is the path to achieve better ideas, it is not an end in itself. I don’t feel a special motivation in setting up something of my own; of course I feel the satisfaction of being in a place where I can make decisions I believe in”.During his presentation he said, “they say that a creative has no life, I think we have an infinite number of lives, we are curious and passionate”. For Antón, his work with ideas is what makes him get up every morning to go to the agency.
FIAP arrancó su edición 2015 en México con conferencistas de primera linea
