“The time has come to stop playing with the rules of others”: Juan García-Escudero and Jesús Lada launch Creative Studio skin

Jane Anderson
Jane Anderson
Juan García-Escudero y Jesús Lada

Juan García-Scuderuntil March of last year Chief Creative Officer of TBWA/Spain; and Jesús Lada, Creative Director of Havas until last June, have launched their own project. Will now concentrate their creative vision and commitment to emotions on Creative Studio skin.

We both came from a trajectory of years in multinational”, Explains García-Escudero in statements to Reason.WHY. “That moment is now, and it catches both in a similar situation. In addition, we have worked together before, we understand each other very well and we have a lot of love
The time has come to stop playing with the rules of others“They have expressed in the presentation of the agency on LinkedIn.

They have worked together at the counterpute and Leo Burnett Madrid agencies

They coincided at the beginning of their races at the agency Counterpointand after a few years apart, they met again in Leo Burnett Madrid directing the creative department. Together they created “Justino”, The 2015 Christmas Lottery announcement with which, among other things, they achieved a Grand Prix in Cannes Lions.

Their trajectories are now joining Creative Studio, an agency with which They claim the power of emotions to prevent advertising from becoming a landscape and indifferent. “We are both recognized in the industry to know how to touch emotions“says Juan García-Scuder to this medium.”We firmly believe in the power of emotions to generate memory and move to action. And emotions of any kind: laugh, amazement, crying ..

The emotions that have captured in their most outstanding campaigns, whether they have worked together or separately, star precisely, the Creative Studio Leather Presentation video. “Justino”, “the time we have left”, or “the most anticipated order”, are some of the ones that appear.

Its objective is to guarantee those who go to Creative Studio skin that what they are going to receive will not leave indifferent. An ambition that perhaps is complicated in a context of Budget reduction, short -term vision and performance search. Asked, García-Scuder says that, precisely because of the current situation of the sector, skin has a hole in the market and many things to say.

In emotions it is where we are most comfortable. There are still advertisers who believe in brand construction because they know that it is the most profitable in the long term”, Says a Reason.WHY. And add: “And not to go indifferent and not being a landscape is also effective in the tactical plane. Emotions are also necessary to stand out in Black Friday

They assure that this commitment to emotions and that belief in the communication humanity will also apply to your way of working. We have been in great structures in which humanity is easily lost and contact with the client is not how we believe it should be. Skin is also a personal, close, in which trust is built in each step of the process”, They point out in their statement.

As they point out this way of working is already in action, since they ensure that skins You are already working with customers. Moreover, as one of its founders moves, the agency already has a shoot for next week for a client for a client in the United States. They ensure that this can be understood as a declaration of intentions of the type of projects that wish to launch the market.

In addition, Jesús Lada and Juan García-Escudero gave a recent sample of his work together with “Socorro”, a terror short film with which the Creativity Club communicated its new legal advice service.

The trajectories of Jesús Lada and Juan García-Escudero

Jesús Lada It has a more 25 -year trajectory in the advertising sector. He began to develop his experience as Copywirter in Strawberryfrog Amsterdam and Jung von Matt, until in 2001 he joined, in that same position, to counterpoint/bbdo.

Later he assumed the responsibilities of Associate Creative director in The Vidal Partnership and, after this, he served as creative director of El Laboratory for four years. In 2014, Leo Burnett joined as Executive Creative Director, and in the last stage, which has lasted almost eight years, has served as creative general director in Havas.

For its part, Juan García-Scuder It also has a long career in advertising. He began his professional career as a designer at Lowe Lines Madrid and continued counterpoint and J. Walter Thompson. In October 2011 he joined Leo Burnett as creative general director, until December 2019 when he assumed the position of Chief Creative Offer in TBWA/Spain, since he has held until March last year.

The work of both has been recognized at national and international festivals, and has received prizes in Cannes Lions, C de C, the Sun, the Effective Awards or the Ibero -America eye.

More info.: Creative Studio skin