Pro Hello: Madalena Gonçalves

 

Madalena> I’m an art director currently based in Milan, Italy, working at LePub, an amazing agency full of creative opportunities. It’s the perfect place to match my ambitions in the industry.

Madalena> 'Trust The Twist' for Oreo was a really fun campaign to work on. We collaborated with our office in Amsterdam, which runs the account. The whole campaign is based on the action that most people do with an Oreo -- twisting it open. In doing this, the creme always sticks to one side, and that’s where the illumination came from -- we turned this consumer behavior into a way to make decisions based on which side the creme ends up. Me and my partner brainstormed for months on funny left and right options people could have fun with by twisting a cookie. And beyond that, I worked on the art direction of the campaign.

Madalena> I got into the industry like most people, I believe – by mistake. I've always been an extrovert, so my parents encouraged me to pursue something related to communication. But it was only when I met some random strangers one night back home in Portugal, who told me they were studying advertising in London, how amazing the course was and that there were no exams -- only practical work -- that I discovered something I would love to study. I quickly discovered there were exams anyway, but at least it wasn’t maths.

Madalena> I started my career in London. Fresh out of University, I worked at Havas London and Leagas Delaney London, to name two of them. Later on, after the pandemic, I moved to Milan to work at Publicis Italy (now LePub Milan) where I’ve been for the past three years.

Madalena> Last year, together with LePub Amsterdam, we worked on the launch of Toblerone’s new chocolate line, and the whole concept was around the fact that the chocolates look like diamonds. So, from there, we developed a campaign comparing them with luxurious jewels, and for that we did a lot of research on jewels brands. It was one of the first projects I followed from start to end, so it was incredibly satisfying seeing its progress. I spent hours reviewing fashion photos and creating layouts of the look we wanted to ensure the photographer was properly briefed. Being on set with Zach Gold -- overseeing the photography style, model positioning and the intricate placement of the pralines -- was a fantastic experience.

Madalena> Seeing our work for Oreo winning two Cannes Lions was a proud achievement. After two years of working on the campaign, and knowing my parents saw it live in my home country (Portugal) is something that I won’t forget.

 

Madalena> I believe people and agencies come to me for different reasons. One of them is my international background. Having lived in multiple countries shows that I can easily adapt to different environments. I also think that having a diverse portfolio that shows my thinking for different kinds of brands is important to understand me as a creative, and how I’m not stuck in working just for one type of product, but for any kind.

 

Madalena> Lately, my biggest rant is about the importance of going on set. I believe that in order to grow as a creative professional, even the most junior creatives should have the chance to attend a shoot when production kicks off, since there is so much to learn. It’s not just because seeing your work finally becoming reality is the best part of the process, but that it's important to nurture young creatives so when they grow, they can be more independent.

With set experience, someone can fix unexpected challenges and give a creative turnaround faster, or know how to collaborate with the director and the production company, for example. My promise to myself is that, when I become a creative director, I am able to ensure people go on shoots and learn.

Madalena> I recently realised how much I love working on projects that intersect with fashion. The Toblerone campaign I worked on was a turning point. It involved a ton of fashion research to nail down the right treatments and references, and that whole process just lit me up. It showed me a side of advertising I hadn’t fully explored, but now I know it’s an area that really drives me.

But most recently, I worked on a project that excited me as soon as it landed on my desk. Not only because it was for Sephora, a brand I love, but it was also for the International Day for the Elimination of Violence Against Women. We came up with a film that has a very important message -- when a partner dictates how much makeup you can wear, it’s a form of control and a warning sign of abuse. Having a strong purpose behind it made the project even more exciting. Knowing that my work can make a real impact and potentially help people is incredibly rewarding.

LBB> Who are your creative heroes, and why?

Madalena> That’s a tough question! For me, creative heroes are people who use their work to create real change or express themselves with courage, especially in difficult circumstances. One of my personal heroes is António Variações, the groundbreaking Portuguese pop star and gay icon.

Variações was a fearless, trailblazing artist whose energy and vision helped Portugal shake off the shadows of a repressive regime, sparking cultural renewal and pushing boundaries around identity and self-expression. One of my favourite songs of his, 'Estou Além', captures the restless and eager dissatisfaction that haunted him. "I’m fine where I’m not, because I only want to go where I don’t go". I think many of us can relate to that feeling, one way or another.

LBB> Outside of the day job, what fuels your creativity?

Madalena> If creativity is connecting unexpected dots, then anything can fuel my creativity. So ultimately, being informed with any kind of information. With that, I mean what’s happening in the world (news), memes, stand-up comedy, films, travelling, listening to people’s conversations, people’s stories, TikTok, Twitter, Dad’s jokes, not very known facts, etc...