Joaquin LYNCH

ACD | ANOMALY

I’ve been working in advertising around the world for the last 12 years.

My first experience was in Buenos Aires where I spent 7 years working for clients like Axe, Stella Artois, Visa, Telefonica at Y&R, DDB, and Ponce/MullenLowe.

After that, I moved to China as a Creative Director at Leo Burnett Shanghai working for Coca-Cola. This meant running the largest brand in the world for the country with the largest population. It was a thrilling and demanding challenge, but very rewarding.

In 2014, I moved to New York, where I worked at Johannes Leonardo. During that time I created multiple campaigns for Adidas, Sonnet, Trident and NBC. 

Five years later I moved to Los Angeles to work at 72andSunny where I worked in projects for  Adidas, Adobe, Virgin, Pinterest and Truth. Very different vibe from New York, but an easy one to get used to.

Today I’m at Anomaly, working with Google and Captain Morgan from the comfort of my home :) Do I miss food truck lunch? Not that much.

questionnaire

What was your very first job? 

I started designing websites for soccer tournaments. Uploading the scores and data of the games and sending spam mails (no, I’m not proud of it, haha) with a very basic software back in 2005.

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

I’m an Associate Creative Director at Anomaly. I work with an exceptional team of account directors, media planners, producers and, of course, my teammate Federico Munichor, to create powerful creative campaigns for very exciting and diverse clients. As an Art Director my challenge is to find the most creative, fresh, visually relevant and effective way to communicate the message of every brand I work with. Fancy way of saying “I have ideas”.

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

I think creativity has always been a major outlet for me since I can remember; design and photography mostly. But if I have to pin it down to one moment it would be in my first year at the University of Buenos Aires when I was studying Civil Engineering (ha! yeah, right!). I was sharing the campus with Designers, that world really caught my attention. I suddenly found myself more passionate about an extracurricular class I was taking on Automobile Design than learning the basics of Algebra. So I had to switch careers.

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

Friends, Pubs, TV shows, the news and  a lot of social media. Trying to absorb street culture as much as possible.

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

I think what I’m most proud of is a campaign I created with my teammate Federico for Adidas Originals with Pharrell Williams. We were working at Johannes Leonardo and we needed to launch Pharrells’ new collection during the 2017 US Open in New York City.

The goal was to deliver a message that could unite New Yorkers during a time where a lot of political changes and social conflicts were dominating headlines. It was super challenging but so fulfilling in terms of creativity and execution. We called it “Don’t be quiet”.

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

Advertising is definitely the discipline I’m most passionate about. Fun and weird ads are my favourites. And of course Film, Design and Photography. 

jury

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Marketing Consultant
Head of Design | 14TH AND MARKET
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Art Producer
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