The Epidemic

Bianca Guimaraes : Mischief Maker

By Alixandra Rutnik on Aug 05, 2020

"...starting an agency during a global pandemic in the middle of a recession is definitely something I didn’t expect, and I couldn’t be more psyched about it."


The deadline to enter Next Creative Leaders is only a few days away, but the effects of winning such a celebrated honor can last for years to come. Don't believe us? Check out Bianca Guimaraes, a member of the 2016 Next Creative Leaders. She was already making noise when she won, and that noise just got louder ever since, leading up to being named Executive Creative Director at the brand new agency Mischief! We also have Bianca to thank for this year's Next Creative Leaders fun and doodle inspired branding.

We had a chance to chat with Bianca about her personal and professional accomplishments, hoping that they'll inspire equally ambitious female and non-binary creatives to enter Next Creative Leaders by Monday's deadline!


Your work is centered around a lot of social causes including anti-bullying, neurodiversity, gun violence, etc. Is there a campaign in particular that had the biggest impact on you?

When I became a mom, working on Sandy Hook Promise took a whole new meaning for me. I’m truly grateful and amazed by how the clients were able to turn their unimaginable tragedy into such an important mission for good.

"We work closely with the clients, who are the true experts in those fields, to make sure our message resonates, is responsible, and creates positive change."

In terms of challenges when working with sensitive subjects like bullying, gun violence, and autism, something I always keep in mind is to not be shocking, graphic, scary, etc. for the sake of it. We work closely with the clients, who are the true experts in those fields, to make sure our message resonates, is responsible, and creates positive change.

If you could write a letter to your 22-year-old self (as you were moving to NYC from Brazil), what would it say?

I would have probably told myself to take a writing class. Even as an art director, I think to be able to also write would have made me more confident and it would have helped me express myself better. Most importantly, I would have told myself to bring a heavier winter jacket.

"I would have probably told myself to take a writing class. Even as an art director, I think to be able to also write would have made me more confident and it would have helped me express myself better."

You were named a “Next Creative Leader” in 2016 when you were an ACD at BBDO NY. You recently left BBDO as an SVP/Creative Director and announced your new role as ECD/Partner at Mischief, New York. Congrats! Tell us about your exciting new career move.

Thank you! I’ve had a great six-year run at BBDO and I’ll definitely miss that place and the people there.

Helping Greg Hahn start an agency during a global pandemic in the middle of a recession is definitely something I didn’t expect, and I couldn’t be more psyched about it. I’m now three weeks into it and there’s so much exciting stuff going on.

You are a mommy to a one-year-old. How have you adjusted to working from home?

Working from home is great in the sense that I rarely miss my son’s bath and bedtime, and I get an extra forty-five minutes of being around him, which I usually would spend commuting otherwise. At the same time, it’s hard to hear him crying or saying “mama” in the background and not be able to go stay with him.

In terms of advice, I found that spending ten minutes with my son here and there, without my phone, and interacting with him 100% makes him way happier than if I try to multitask and work while spending larger amounts of time around him.

" I found that spending ten minutes with my son here and there, without my phone, and interacting with him 100% makes him way happier than if I try to multitask and work while spending larger amounts of time around him. "

When you were asked to design the branding for Next Creative Leaders 2020, what were some of your immediate ideas?

I’m a big fan of the Next Creative Leaders initiative, so I jumped at the chance of designing the branding for this year’s competition. I wanted to create something simple, graphic, and warm. I explored a few different design options and ended up liking the organic nature and playfulness of the chosen one.

BIANCA GUIMARES' PORTFOLIO

 


Are you a talented woman or non-binary person with creative work to share? You should enter Next Creative Leaders! The final deadline to enter is August 10.

ENTER NEXT CREATIVE LEADERS NOW!

 

Title

Sandy Hook Promise - Back to School Essentials

Agency

BBDO New York

Annual ID

OSCR2006

Category

2020 One Screen: Genre / Branded Content

Title

The Epidemic

Agency

BBDO / New York + Sanctuary / Los Angeles

Client

Monica Lewinsky

Annual ID

OS_FI20_040G

Category

2020 Film: Innovation in Film

Title

MENstruation

Agency

BBDO / New York + Biscuit Filmworks / New York

Client

THINX

Annual ID

OS_PR20_014B

Category

2020 Public Relations: Brand Voice

Title

@GoodnessBot

Agency

BBDO / New York

Client

Monica Lewinsky

Annual ID

OS_EX20_070M

Category

2020 Experiential & Immersive: Craft / Use of Technology

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