HOLA!
Santiago Cancela
creative copywriter
MORE THAN 9 YEARS IN ADVERTISING • SPANISH • ENGLISH • FRENCH • ITALIAN
When people ask me what I do, I answer that I’m a creative. Yes, that’s what defines me, not only professionally, but also in the way I approach life. And no, I’m not a musician, an artist, a poet, or a film maker. I’m barely getting started on that novel I’ve been building in my head for years—and I still don’t know how it will end.
My creativity shows up elsewhere: in not following trends blindly, in always wanting to know whether there’s another option, something new, something more original. I could be working for many creative industries, from board games to fashion, entertainment, or video games, but right now, and for the past ten years, I’ve been working in advertising. I like to think that with my talent, I can help grow the economy of the society around me, and because I genuinely enjoy the process.
My philosophy is that brands are like the heroes of Greek mythology, living through countless adventures: the more feats and exploits they accumulated, the greater their fame became. And if they strayed from their path and fell into dishonor, the world would forget them. Accompanying them on their journey through the global economy, always trying to keep their fame and reputation high: that’s what I like to do for brands. Because when you’re a hero, you don’t need to introduce yourself to the world; the world comes looking for you.
Who wouldn’t like to sit for a drink with Achilles?