As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a feature focusing on up-and-coming individuals in the ad world.
Next up is Adith Fernandes, senior copywriter at FCB Interface.
While he’s now only 24-years-old, Fernandes has actually been part of the ad world longer than many of his much older peers. As he tells it: “I have been in the advertising world even before I was baptized. I was barely a one-month-old baby on a Sunsilk shoot along with my grandmother. Advertising sets were my playground and a place for me to learn from her.”
Name: Adith Mili Francis Fernandes
Agency: FCB Interface
Position: Senior Copywriter
Hometown: Mumbai. (My parents would want me to say Karwar or Honnavar)
Current Location: Mumbai
Education: Graduated from St. Xavier’s College, Mumbai with a Bachelor’s degree in Mass Communication the same Bruce Jenner became Caitlyn Jenner.
How did you get your first break in the industry?
I’m going to make this sound like a Bollywood movie. I began doubting my work and myself, I was on the verge of leaving advertising. And was already looking for alternate career options. That week, I chanced upon a Getty Images/Kulzy competition post on Facebook; Impress the Ad Guru, Sonal Dabral with your portfolio and get a chance to be mentored by him.
Cut to the climax… I won! And then picked up a bunch of awards back to back, including the International Advertising Association’s Future Leader in Advertising. It will always be a big moment for me because he believed in me when I didn’t believe in myself. The END.
What is your personal mantra?
Create work that makes everyone say, “Why didn’t I think of that?”
Basically, make others jealous!
P.S. This is my mantra for the day, it changes regularly.
From what person, place, or thing have you drawn your greatest creative inspiration?
Mili Fernandes, my mother! Aww moment, right? She is a legendary hair specialist in India with over 40 years of experience and approximately around 7000 hair commercials in her portfolio. Thanks to her, I have been in the advertising world even before I was baptized.
I was barely a one-month-old baby on a Sunsilk shoot along with my grandmother. Advertising sets were my playground and a place for me to learn from her. Sharing ideas at the dinner table has now become a custom at home since I joined FCB.
What do you love about the job?
I feel like a good looking superhero working at FCB. Someone who gets an opportunity to think of ideas to solve the big and small issues that are present in the world.
What about your job are you not so crazy about?
What is some work you’ve done that you’re most proud of?
The Advertising Agencies Association of India briefed us to create a Call For Entries campaign for Adfest’s Young Lotus competition. The theme-‘Stop Food Wastage’. So, to pinch the conscience of young creatives and make them come up with ideas to end food wastage, we visited all the leading agencies and collected the food wasted from their bins. We then made posters using nothing but the food wasted by them.
We even made customized posters for agencies by using their fonts and addressing the agency Creative Heads directly.
Another I worked on was based on the insight that Mumbai loses about 650 million liters of water every day due to leaky pipes. Blue Star Water Purifiers wanted to do something about this. So, we used the advertising space innovatively and created an ad that helps conserve water.
The ad was made up of polyethylene coated duct tape. All people had to do was peel off the ad and wrap it around the leaks in their homes.
If you had to choose another career what would it be?
I’ll delete the ‘if’ part of the question and answer it. I want to be a Restauranteur, too. My dad owns a seafood restaurant called Fresh Catch. Hopefully, within a year or two, we will open another branch. So basically, I’ll be working hard and dreaming off not just winning a Grand Prix but a Michelin Star too.
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