Felipe CURY

Senior Creative | INNOCEAN

As a Creative Lead and Senior Art Director for Innocean Europe, based in Berlin, Felipe spends most of his time developing ideas and bringing them to life. This involves leading and working on collaborative creative projects within agency teams and with creative partners such as musicians, directors, photographers and whatever other creative approach the ideas demand.

Felipe has a quite eclectic background, from art school to law and physical education university and finally advertising, which gives him both analytical and logical way of thinking, along with a strong passion for pop culture, politics, economics, innovation and art.

For the last 12 years he has worked both in Brazil and Germany, with some of the most creative agencies and brands in the world on a global level. Those include DDB Berlin, Jung von Matt Hamburg and Berlin, Africa DDB Sao Paulo and Leo Burnett Berlin. Working for clients such as: Volkswagen, Mercedes, BMW, Fiat, Mitsubishi, Google, Ikea, Heinz, Vivo/Samsung, Budweiser, Brahma, Timberland, Warner Channel, to name a few. 

Felipe’s work has won more than 100 awards to date, including 7 Cannes Lions and 1 Titanium Lion, as well as gold, silver and bronze at every major award show. His last campaign, before leaving DDB Berlin, is on the list of the 20 most awarded campaigns of 2018, has won the Fast Company’s 2019 world changing idea, was the second most awarded idea from Germany at Cannes Festival 2018, the most awarded idea at the London International Festival in 2018 and is the first ever Titanium Lion in German advertising history.

questionnaire

What was your very first job? What does it feel like to look back at it now? 

My first job was as an all-round problem solver at a design studio, in the literal sense of the word. From making holes in the wall, to hanging frames, to going out buying snacks for the entire team. When I had some free time, I would sit close to the designers and learn from watching. I see it as necessary to start from a humble beginning, to learn from scratch and value every little step of the process.

Please describe, in your own words, what your current job is and what work it entails.

I lead projects for our clients, working closely with our creatives to develop and execute ideas that integrate design, storytelling, new technologies and so on.

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?

Actually, for me the magic of it is not ever being completely sure about it. If you trace back, of course the dots connect somehow and all makes sense, but I like to have this romantic view of it happening naturally mixed with the feeling of not being completely sure it is the right thing, this mix creates for me the essence of creativity which is being unsettled, always bothered (in the good sense of the word), curious and most importantly willing to explore what is not the common creative world in order to find new perspectives. Out of tension is where the most innovative and creative ideas come from.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?  

Mostly looking at people on the streets. I love to go out for a walk and observer people’s behaviour. Of course, I consume a lot of art, tech related stuff and pop culture in general, but for me there is nothing as inspiring as people’s behaviour. If you can’t connect your brand with people when communicating it, you are most likely irrelevant. And there is no survival for a brand nowadays if they are not relevant to society and part of pop culture.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

Definitely The Uncensored Playlist, for Reporters Without Borders. To fight press censorship, we collaborated with journalists and musicians, turned banned articles into pop songs, and then made them available on music streaming services. By hacking the technologies through a legal loophole, we made all the articles available again in their original countries. I love this idea because in times where technology is being used to spread fake news, irrelevant content and so on, it proves that if used well, new technology and services can become powerful tools for humanity. I believe if a piece of work combines technology, big idea and human execution that is relevant, you create great things that has soul and connects to people.

 

jury

Creative Director | STUDIO AHIRA
Head of Inhouse Agency | E. BREUNINGER
Executive Creative Director | JUNG VON MATT
Marketing Director | STRELLSON
Head of TV | HAVAS WORLDWIDE
Prod Operations Mngr. I OLIVER AGENCY
Managing Creative Director | HAVAS MUNICH
Sen. Art Director | DONKEY COMMUNICATION
Managing Director | BEHIND THE SCENES
Senior Creative | AKQA
Head of Art Buying | JUNG VON MATT
Senior Creative | BBDO
Creative Director for Mercedes-Benz | ANTONI
Head of Creative Services | ESCADA
Founder | BUREAU BRAUNE
Head of Integrated Marketing | HUGO BOSS
CEO | AUBADE
Global Marketing Director | BORGWARD
Executive Creative Director | THJNK
Sr Director Communications | LUFTHANSA
Creative Director | GRABARZ & PARTNER
Senior Creative | INNOCEAN
Creative Director | LUKAS LINDEMANN ROSINSKI
Senior Creative | INNOCEAN
Brand Experience & Brand Design Strategist | VOLKSWAGEN
Senior Creative | SERVICE PLAN
Head of Production | ABOUT YOU
Head of Art Buying | OGILVY & MATHER
Art Director | WORMLAND
Lead Producer | HAVAS
CEO | HESSNATURE
Executive Creative Director | WUNDERMAN
Digital Director | PWC
Creative Director | MUTABOR DESIGN
Head of TV | SELECTWORLD
ECD | PAHNKE MARKENMACHEREI
Executive Creative Director | ANTONI
Creative Head & Publisher | MFK PUBLISHING
Creative Director | KALTES KLARES WASSER
Creative Director | KOLLE REBBE
Exec. Prod. & Head of moving images | ANTONI GMBH
Art Buyer | OTTO
MD & partner | SERVICEPLAN Berlin
Creative Director | JVM
Creative Director | METAPULSE
Senior Creative Manager | SERVICE PLAN
Creative Director | SERVICE PLAN
Executive Creative Director | ANOMALY
Executive Creative Director | ACHTUNG
Group Creative Director | KOLLE REBBE
Director Brand Strategy | VOLKSWAGEN
Sr. Director Creative | UNIVERSAL MUSIC
Advertising Manager | FERRERO
Executive Creative Director | LA RED
Creative Director | HONEY
Executive Producer | PAHNKE MARKENMACHEREI
Sr. Art Dir | LUKAS LINDEMANN ROSINSKI
ECD | ZHOI HY CREATIVE STUDIO
Creative Director | SELECTWORLD
Creative Director | BB 235
Creative Director | DDB BERLIN
Creative Director
Brand Director | HIGHSNOBIETY
CMO | WORMLAND
Creative Director | WE-ARE-OPEN
Creative Director | GGH MULLENLOWE
Creative Director | KEMMLER KEMMLER
Creative Head Marketing | S. OLIVER
Executive Creative Director | KOLLE REBBE
Head of Art Buying | PRODIGIOUS
Head of Art Buying | TRACK
Founder | CFS KRUG
Creative Director
Senior Art Director | FISCHER APPELT
Art Director | AEYDE
Brand Strategist & Mktg | ANDREAS MURKUDIS
Creative Director | MARIO LOMBARDO
Creative Director | RIEGG & PARTNER
Creative Director | ANOMALY
CCO | GREY
Creative Dir. | Deutsche Fussball Liga
Creative Director | MINI - BMW GROUP
Creative & Art Director | INNOCEAN
Head of Brand Marketing | MYKITA
Senior Art Buyer | FCB Hamburg
Sen. Art Director | WORMLAND
Creative Director | ÜBERGROUND
Marketing Director | ELECTROLUX
Head of art buying | SCHOLZ & FRIENDS
Creative Director |
COO & Executive Producer | KURZGESAGT
VP Marketing Director | LILIUM
Creative Arts Consultant | HEIMAT
Art Producer
Creative Director | GRABARZ & PARTNER
Head of Agency Producing | WIRZ
Head of TV & FILM | JUNG VON MATT
Creative Director | MYTHERESA
Executive Creative Director | THJNK
Executive Creative Director | WIRZ
Creative Director | KOLLE REBBE
Creative Director | KOLLE REBBE
CCO | PAHNKE MARKENMACHEREI
Head of Marketing | ZINO DAVIDOFF
Managing Director | ROSENDAHL BERLIN
Executive Creative Director | STRAIGHT
Creative Director | STUDIO CHRISTIAN RUESS
Executive Creative Director | RUSKA MARTIN
Creative Director
Executive Creative Director | TERRITORY
CD & Founder | DONALD SCHNEIDER STUDIO
Director | SCHOBER DESIGN
Chief Creative Officer Germany | HAVAS
Head of Art Buying | PHILIPP UND KEUNTJE
Brand Marketing Mngr. | MYKITA
Managing Director | PRISM
Art Buyer | FREIESARTBUYING
ECD | SERVICE PLAN
Creative Director | OLIVER AGENCY
Marketing Dir. & Art Buyer | WORMLAND
Creative Director | CONDENAST
Creative Director | HONEY
Senior Art Dir.| DONKEY COMMUNICATION
Creative Director | GRABARZ & PARTNER
Creative Director | FRANCES UCKERMANN
Head of TV | JUNG VON MATT
Head of Brand Marketing | EBAY
Lead Creative | APPLE
Senior Art Buyer | GRABARZ & PARTNER
Marketing & Communication Advisor
Creative Director Art | ÜBERGROUND
Director of Photography | LOVED
Head of Art Buying | HEIMAT
Executive Creative Director | HEIMAT
Executive Creative Director | SERVICE PLAN
Head of Marketing | SIEMENS
Owner/Partner | SOLOMON WINTER
Art Buyer | TRACK
Hd. of Creat. Concept & Com. | THOMAS SABO
Creative Director | OTTO
Managing Director | THJNK