“Be simple, be unpredictable” lessons from Brazilian creative director Marcello Serpa

Award-winning Brazilian creative director Marcello Serpa is partner and creative director of AlmapBBDO in São Paulo. Over his 30-year career he has worked for clients including Havaianas, Whiskas and Volkswagen.


At last year’s Design Indaba conference in Cape Town, South Africa, Serpa shared his insights and advice from his three decades in the creative world.

His first lesson is “be simple – try to reduce everything to a single phrase, thought, idea, visual or benefit”.

His second lesson is “be unpredictable – if you are simple and predictable you are dead”.

You can see highlights from Serpa’s talk in the video at the top of the page and watch the presentation in full here.

The next edition of Cape Town’s annual Design Indaba conference will be held on 25-27 February 2015. For more information visit www.designindaba.com/conference.

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  • Mark Benham November 30, -0001 at 12:00 am

    Wholeheartedly agree! It’s how I was trained

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