Following Adrian De Sa Garces into the Wilderness of Creative Technique
Adrian De Sa Garces always looks for an opportunity to elevate a concept by exploring a technique in a way that’s in harmony with both the narrative and emotional threads. In Adrian’s experience, every project has its own unique challenges and puzzles to be solved, but coincidentally, this is where the magic happens. The majority of Adrian’s work consists of two layers – the narrative component working in tandem with elements that transform the everyday, elevating it into a new space. In an industry that’s afraid to focus on artistry, Adrian takes the lead on creative and pushes the envelope in terms of exploring the ridiculous and the surreal. The need for flexibility and balance is imperative when one must nail their approach, find what makes sense, and most importantly, serve the story.
“Getting people to open their minds to what’s possible is a technique in itself,” says Adrian. “Fully committing to the idea and making someone feel comfortable with it, tethering them to it, gives me a creative playground in which I can infuse craft. There’s no perfect method because every project is its own but the more imaginative we can be, the more we can amplify creativity with technique.”
What The Flying Fish?! for Flying Fish and Allergies Don’t Have to be Scary for Flonase are two projects where concepts were pushed and a world of off-beat characters were embraced in strange and wonderful places. In the first, Adrian saw an opportunity to be wild with how things came to life visually as the spot progresses, while in the latter he grabs the attention of the audience from the outset with a massive allergy monster that’s somehow completely relatable.
On the other hand, his work for McDonald’s and Cadbury is quite technique-forward, but one would never know with the gradual build of emotion in both. Regardless of any capability constraints, Adrian never allows the story to suffer. In Triplets, he created a cartoon world within a womb that feels organic and heartwarming, whereas, in Daddy’s Little Girl, he was limited to one perspective (that of the parent) but still managed to move the viewer with dynamic storytelling.
Eleanor was founded upon the idea of inspiring the advertising industry through craft and seeks to work with directors such as Adrian who are in tune with the soul of a campaign. Our work doesn’t revolve solely around visuals, nor is it completely story-based. We take ideas and bring them to life – it’s as simple as that, darling.