Cassandra Shuber & Daniela Marino | Next Creative Leaders

Now in its ninth year, Next Creative Leaders is growing, expanding, and showing the world what advertising and design can be when you lift up every voice on your creative team. In the future, Next Creative Leaders hopes to continue to uplift women, trans, non-binary and gender expansive creatives as well as focus on growing the diversity of voices we honor. Below, co-founder, Laurel Stark, introduces some of the Next Creative Leaders to keep an eye on. 

Cassandra Shuber & Daniela Marino
Associate Creative Directors, Edelman

Pronouns:

she/her

Based:

New York, United States and Toronto, Canada

Hometowns:

Toronto, Canada

SEE CASSANDRA & DANIELA'S ENTRY

What is your “breaking into advertising” story?

We stumbled upon a Facebook post for an opportunity at BBDO Toronto while still in school. We had no portfolio (yet) and had never been on a real interview before. But we also had nothing to lose. The next day, we were invited to meet with a group of CDs who decided to take a chance on us. With so much gratitude and excitement, we started the day after graduation.

What’s your creative partner “meet cute”?

It was our first day at OCAD University. We both sat right in the front row. Cassandra asked me if she could borrow a pencil and the rest is history.

What’s the piece of NCL winning work you’re most proud of and why?

Our Runway For Water campaign is one of our career (and life) highlights so far. We had the opportunity to travel to the other side of the world together, to tell an important story about the intersection of women’s rights and water rights in India. As two women ourselves, it was such an eye-opening experience that was humbling and empowering all at the same time.

Who would you thank in your Next Creative Leaders acceptance speech?

The ones who gave us our first real gig (you know who you are). Mom and Dad. Our high school art teachers. And Leo, our “shared” emotional support dog.

What’s the most important lesson you’ve learned this past year?

Don’t downplay your accomplishments – you’re probably more talented than you think. We’ve been so fortunate to be recognized in the industry this year more than ever and we are extremely grateful for it.

What are your secret creative superpowers and how do you flex them?

We can read each other's minds. Seriously. If one of us doesn’t say what we’re thinking, the other one will. We have an almost telepathic creative bond and an extremely connected creative vision.

"It’s never just one person inspiring us. It’s always changing. And, oftentimes, it is who we find ourselves surrounded by."

What is the thing you admire most about each other?

Cassandra: Definitely Daniela’s patience and persistence. She’s also always so detail oriented and organized. Beyond being my personal proofreader, she’s also my biggest supporter and when the days go dark, she is always there to make sure we get through it together.

Daniela: Her feistiness! Cassandra is never afraid to stand up for herself, for us, or for our work. No matter who’s in the room, she’ll always voice her opinion and challenge the opinions of others. She’s so passionate and I’m forever blessed to always have her in my corner.

Who is inspiring you right now and why?

It’s never just one person inspiring us. It’s always changing. And, oftentimes, it is who we find ourselves surrounded by. It can be our niece’s and nephew’s childlike wonder or our team’s contagious optimism that gets us fired up. Sometimes it’s the set designer of a play or the costume designer of a film. Other times it’s just the sense of humor of our Dads.

How are you leaving the work and the workplace better than you found it?

We always come to the table with a collaborative spirit and an open mind, making sure that all voices are heard. We’ve also always been passionate about mentoring other creatives and giving back to our ad community.

If you could go back in time, what would you say to yourself, on your first day as professional creatives?

Ask less permission.

SEE CASSANDRA & DANIELA'S ENTRY

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