Now he strives to push the boundaries of commercial creativity.
September 26, 2024
4AM
5 min read
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Eric Monero | Photo Illustration: Ashley Epping
Eric has lived on three continents and worked for a variety of clients, and is currently the Associate Creative Director of Copy at David&Goliath in Los Angeles.
We spent two minutes with Eric to learn more about his background, his creative inspirations, and the recent work he admires.
Eric, please tell us…
Where you grew up and where you live now.
I was born in Anapolis, in the heart of Brazil, and set off on the road in search of something new when I was 18. Since then I've lived in Brasilia, Sao Paulo, Dubai, and now Los Angeles, where I've been enjoying the sunny vibes for the past year.
How did you first realise you were creative?
Before I joined the advertising industry, I studied IT and law at university. At that time, I was fascinated by discussing advertising with my friend Paulo Ribas in the advertising industry, and we won many creative contests. That's when I realized I wanted to be a copywriter, so I changed jobs and teamed up with Paulo a few times.
Someone you looked up to creatively when you were younger.
My dad. A self-taught electronic engineer, he built gadgets to solve real-life problems, from bedroom dimmers to 50 different bike sirens, as well as alarms, robots and radios. The greatest recognition in my career was realizing that my biggest creative idol also became my biggest fan. Thank you, grandpa.
A moment in high school or college that changed your life.
This was truly a life-changing event. I was diagnosed with an incurable disease and had to drop out of college. I began exploring various experimental treatments. When I returned to college six months later, I vowed to make the most of this second chance. Thankfully, I was cured a few years later, and I still strive to keep that promise every day. #ImpossibleIsNothing.
A visual artist or band/musician you admire.
I am immersed in West Coast culture, listening to Kendrick Lamar and Dr. Dre. In the street art field, I recently discovered Retna. In visual art, I discovered Ed Ruscha.
A book, movie, TV show, or podcast that has inspired you recently.
The film “The Greatest Night in Pop” is more than just music history, offering a glimpse behind the recording of “We Are the World” and the collaborative effort it took to bring it to fruition.
The film “Air: A Story of Greatness” is more than just a story about shoes – it explores the indomitable spirit that drove the creation of Air Jordan.
Both stories show that greatness rewards those who are courageous enough to pursue it.
One of my favorite creative projects I've ever worked on.
#NobelForMileva is important to me for many reasons. Firstly, the incredible stories we told and the fact that Thiago Lacorte and I did it with zero budget. We spent two years bringing together clients, artists, media, production companies, etc. But all the efforts were worth it as the message spread all over the world.
A recent project you're proud of.
My last two “firsts” with my buddy Diego Wortman:
Other people's work that inspired you years ago.
When I first saw Dove's Real Beauty Sketches I thought, “this is going to change everything.” And I was right. Dove raised the bar on so many levels and creators all over the world are now trying to exceed it. I hope someone achieves it and inspires us all to exceed this new benchmark, whatever it may be.
Other people's work that you've recently admired.
The Black Grammys have been gaining attention lately. They're more than just about awards. They're about celebrating the influence and creativity of Black artists and truly showcasing their power to shape our culture. They're about recognizing well-deserved achievement.
Your main strengths as a creative person.
Resilience, or in the words of King Leonidas, “No retreat, no surrender.” Having an idea is the easiest part of our game. Conceiving, selling, and producing an idea requires effort beyond creativity. Not only do we need to keep the belief, but we also need to keep finding new solutions to the challenges that arise.
Your greatest weakness.
A former boss pointed out to me that I was bad at accepting “no,” and he's right. I'm not talking about the kind of “no” that rejects an idea in favor of a better one; I'm talking about the kind of “no” that dismisses a good idea in favor of risk-free sameness.
Mentors who helped me get ahead in the industry.
I would like to thank David Angelo, Ben Purcell, Andrea Siqueira, Mario D'Andrea, Flávio Waiteman, Mateus Braga, Fábio Ludwig and Pedro Garcia. My deepest respect to you all.
How are they giving back to the next generation of creators?
Whether I'm serving as a coach for the London International Awards Global Coaching Academies (LIAisons), reviewing portfolios for The One Club, serving as a judge for Young Lions Brazil, or participating in conference calls with aspiring creatives, I strive to share my experiences and learn from theirs.
What would you be doing if you weren't in advertising?
I might still be trying to convince someone to buy into a crazy idea, working on a product innovation, or making up a myth that no one will believe.
2 Minutes With is a regular interview series where we talk to creatives about their careers, their creative inspirations, the work they admire, etc. If you would like to find out more about 2 Minutes With or be involved in the series, please get in touch.
Shahnaz Mahmood
Shahnaz Mahmud is a contributing writer for Muse by Clio.
