5 Minutes with… Mike Arciniega

Mike Arciniega is the founder and creative vice president of independent Mexican creative agency, Archer Troy – a company he started at just 25 years old. Archer Troy’s creativity and effectiveness has since been recognised at festivals around the world, from The One Show to the Clio Awards, Effies, El Ojo de Iberoamérica and more.

Starting his career on the marketing team at Warner Bros. Pictures, Mike’s career has involved creating campaigns for some of the entertainment world’s biggest franchises and brands, including the Harry Potter series, The Lord of the Rings, Fast & Furious, Walt Disney Pictures, Twentieth Century Fox, Sony, LEGO and others. An advocate for Mexican creativity, Mike also is one of the creative minds behind the campaigns for Mexican cinema’s highest grossing releases, including ‘No se aceptan devoluciones’, ‘Nosotros los Nobles’ and ‘Qué Culpa tiene el Niño’.

LBB’s Ben Conway caught up with Mike to discuss his pathway into the industry, his great inspirations, and how Archer Troy is ‘taking everyday ideas to the next level’ to put Mexico firmly on adland’s map.

LBB> What creative content inspired or interested you most as a child? 

Mike> In general, I have always liked visual arts - art, illustrations, and paintings. Since I was a child, I have been very close to them, taking classes and workshops. I was very lucky. In terms of content, I was a fan of ‘E.T.’, ‘Gremlins’, and ‘Superman’, and on TV I never missed ‘Mazinger Z’, ‘He-Man’, ‘The Dukes of Hazzard’, ‘The Incredible Hulk’, and ‘Bionic Woman’. IN terms of commercials, I remember Apple's ‘Think Different’ and some Pepsi and Michael Jackson ads.

LBB> You started your career at Warner Bros. What was your role there? What were some of the most important things you learned during that time?

Mike> I was 20 years old when I started this journey. Two years later, I joined one of the most important film studios in the world: Warner Bros. Pictures, simultaneously turning down a job offer at Virgin, after winning Gold in the most important Mexican design award at student level of those years: The Quorum Award. I still remember the incredible feeling of walking up to the majestic Palacio de Bellas Artes stage to receive the award. 

At Warner, I became a publicity manager and part of the marketing team that launched films in Mexico, such as ‘Harry Potter’, ‘The Lord of the Rings’, ‘The Dark Knight’ and ‘Man of Steel’, among others.

My greatest learning has been all the knowledge and expertise I have gained in the entertainment industry. This unique knowledge is focused on advertising and film promotion, two concepts that I have been shaping for many years – always with the clear objective of creating advertising that doesn't look like advertising, ideas that don't interrupt, ideas that entertain, and not just advertising to sell products, but ideas to inspire and change people's lives.

LBB> You started Archer Troy with only four years of experience. What kind of business did you want to create? And how did you become so confident after such a short time in the industry?

Mike> It was always clear to me. I was 25 years old, and I don't remember or know of anyone in Mexico starting their own agency at that age. It was a question of courage. My artistic background was also a point of difference – no creative founder in Mexico with artistic roots has taken his agency to this level. It was a huge challenge.

And it’s not impossible – that sounds like conformity comfort. It’s daring because the competition in the industry is getting tougher every day. Today, more than ever, being independent is more than a business model – it’s an attitude. It’s no longer just about network agencies or creative boutiques but about consultancies, creative media agencies, in-house agencies and even production companies competing in creative pitches. There are more and more players competing in the same industry, more and more projects, and fewer and fewer peers.

In that context, independence has always felt good to me. We don't have to report a number to New York because we don't have to depend on a headcount or a global board to approve the ideas. That's why we're proud to say we're the most independent of the independents, because unlike all those agencies with their own surnames in the name, Archer Troy wasn't born of creative immigrants who decided to start their own business, nor was it conceived within another agency, nor was it born of the need of the bosses in global holding companies to have their own business and stop having bosses.

Archer Troy was independent from the start, and it was not founded by a creative VP of a ‘big’ agency. It was founded with desires and dreams that today have made it a solid agency with unique expertise, awards from the best festivals in the world, [that is] loved and recognised by its clients – which matters most. 

You don't have to come from an agency to do the best creative work because the best ideas need autonomy, and in a world that seems more complex and obsolete, independence tastes good. In the most independent of independent agencies, it tastes better.

LBB> What is your day-to-day like at Archer Troy? What gives you the most satisfaction during a working day?

Mike> I try to keep it as normal as possible. Being hands-on is essential in an organisation as dynamic, agile, and fast-paced as Archer Troy. I am involved in everything but give space to my closest team. I value ideas above all else and we work as a team to bring each of our ideas to the forefront. Rigour and demand are our mantras. My main and greatest satisfaction is being able to support and guide my teams in the pursuit of great projects, making things happen, and taking our everyday ideas to the next level.

LBB> You've worked on campaigns for many media and entertainment properties, including some of the world's biggest film franchises – Harry Potter, Spider-Man, The Avengers and more. What are some of the projects you're most proud of? 

Mike> I'll start with ‘Corrido of Duty’, the first song in history to glorify the heroes of a video game. It was a piece of content for the biggest video game in the world [Call of Duty], and with over 40 million views today, it’s the most viewed branded content in history with a positive sentiment.

Other projects:

‘Porn Education’ - The first pornographic film to teach young people about sexual and reproductive health.

‘Life Key’ - An idea that uses your head to save motorcyclists' lives.

‘Prejudice’ - An awareness campaign against racism.

‘The Payback’ - The scariest vegan horror film you've ever seen.

‘Fast and Furious X’ - A brand experience for over 25,000 fans where we broke all records.

‘The Live Trailer’ - The first trailer you can't see but can feel.

‘Therapy Book’ - A therapeutic notebook between parent and child.

‘Missing Voices’ - The song of nine women who changed the anthem of a country.

‘Hoy No’ - Another Mother's Day to talk about.

‘Encierro’ - The first film to be shot while you watch it.

‘Lego Challenge’ - With two bricks, you can tell a million stories.

‘Captivity’ - Now you know what it feels like to be imprisoned.

‘The McPin’ - The Mexico City sky becomes an advertisement.

‘We are Spider-Man’ - The first transmedia anti-spoiler campaign in the multiverse.

‘Which Minority Motherfuckers?’ - A short film about being proud to be Mexican.

‘Lego Brickers’ - Imagination doesn't need instruction.

LBB> You've also worked closely with Mexican cinema. What are some of your favourites from that industry and is it an underrated industry worldwide? What makes Mexican creativity so special?

Mike> ‘Amores Perros’, ‘Sexo Pudor y Lágrimas’, ‘Todo el Poder’, ‘El Callejón de los Milagros’, ‘Temporada de Patos’ and ‘Y tu mamá también’ are some of my favourites. As advertising creatives, it’s definitely one of our greatest contributions to have had in our careers the first, second, and third highest grossing releases in the history of Mexican cinema.

Undoubtedly, Mexico continues to be one of the strongest markets in the world, and our advertising industry has also grown stronger. Advertisers and brands have seen Mexico as the place to build their regional strategies, and the Spanish-language market is growing in numbers and results. Mexicans are creative by nature. Our roots and the colourfulness of our folklore set us apart. We have a rich and unique culture, which is why our gastronomy, architecture and music stand out around the world. Once and for all, Mexican advertising creativity should be a regional power and a world reference.

LBB> Looking at the industry in general, what (or who) inspires you? How is the commercial space changing and what could the industry do better?

Mike> The work of [filmmakers] Alejandro González Iñárritu, Guillermo Del Toro, and Alfonso Cuarón is inspiring. They are compatriots who set the pace and define what is and isn't done. In advertising, David Droga is one of my references. I am frustrated by conformism, comfort, and all the time wasted by not being demanding in everything done in this profession.

LBB> What are some of your most exciting 2024 projects and partnerships?

Mike> We are happy with our new Techo, Google, and Lego projects. ‘Address the Invisible’, a social initiative where technology dignifies communities that no one wants to see. ‘Lego Infinite Possibilities’ is an experiment where we use audio, a big imagination trigger, turning words into an audio brick to create the first 'audio-bricks'. And our international campaigns for Change the Reef, Peta in the USA, and Yango in Colombia.

We are also very excited about our recent opening in Miami. Our projects will include an expansion plan to other cities.

LBB> Outside of work, what do you do to clear your head or stay fresh? What do you think drives and motivates you at work and in your life?

Mike> Creativity is everywhere. Getting out and about, having fun and travelling are crucial to keeping you sharp. There is time for everything. I am motivated by my love for my family and the people I love. My life and my work complement each other.