On My Radar: Paul Lovas

What’s the most creative advertising idea you’ve seen recently?

I’ve actually got two favourites; Stella Artois' The Other Beckham was genius. Such a clever twist, and a perfect example of how far you can take a simple idea when you add just the right dose of wit and charm. I also loved the pre-launch buildup on Instagram, where Beckham and Stella were teasing, “Who’s the other David?”

Then there’s Doritos Alien Abduction. Total chaos, in the best possible way. That “come on, man” moment and the twist at the end had me laughing out loud. 

What website(s) do you use most regularly?

Behance for inspiration and trends, YouTube and Vimeo for research (aka getting lost in beautiful content), and Instagram for... let’s call it 'networking' and not just endless scrolling at 2am. 

What’s the most recent piece of tech that you’ve bought?

A shiny new iPad. I originally picked it up just to showcase my video work in face-to-face meetings, but it turned out to be a creative little beast. Editing photos and videos on the go in Photoshop and DaVinci is way smoother than I expected. My old iPad was a mini one that mostly functioned as a remote for studio gear… and occasionally as an expensive coaster, so I was very impressed with the variety of tasks I can use the new one for.

What product could you not live without?

This is easy… my camera for work. Google Maps for survival. And probably beer, because no great idea ever started with someone drinking water.

What’s the best film you’ve seen over the last year?

Oppenheimer. I'm fascinated by brilliant people obsessed with progress. It's like they just cannot help it, you know? Despite all odds. You can really see the quantum nature of his work, on the spectrum between a weapon that stops all wars and one that ends us all, and how that haunted him. Super-intense, visually stunning, and it really makes you think about science, power and consequences.

What film do you think everyone should have seen?

Don’t Look Up. It’s satire, sure, but it holds up a mirror to our world in the most uncomfortably accurate way. I watched it cringing all the way through, laughing at the ridiculousness of it, and then suddenly stopping and thinking, wait, this really isn't funny if you think about it. We live in this world where the simplest, most straightforward truth is twisted to extreme lengths for views, engagement and political interest. Mad. 

What’s your preferred social media platform?

Instagram. Facebook feels like it belongs to my parents, and TikTok for the kids I don’t have yet. Instagram is a middle ground, and I relate.

What’s your favourite TV show?

I don’t really have the patience for series, I’m more of a 'give me the full story in two hours or I’m out' kind of guy. But Lie to Me comes to mind. After watching it, I spent a solid month trying to read everyone’s facial expressions and micro-reactions. It turned every chat into a mini-investigation. It's also another one of those about passionate and obsessive characters that fascinate me. 

What’s your favourite podcast?

I lean more toward video content, but when I do tune in, Scott Chouciño’s podcast and business insights are always solid. Sharp, smart, and occasionally brutal - in a good way.

What have you been most inspired by recently?

Growing up in Romania in the ’90s, there was one thing every kid seemed to dream of; a birthday party in the Ronald McDonald's tram. It was the ultimate fun — bright, colourful, and filled with all the fast food you could eat. But as much as I wished for it, it was always out of reach.

Not sure why, but recently that came to mind, so I decided to create my own version — not in a tram, but in my studio. No Ronald, but plenty of burgers and a whole lot of creative freedom. Who knew a photo shoot could be the therapy I never knew I needed? Soon to be out, so stay tuned.

If you could only listen to one music artist from now on, who would it be?

Right now? Ren. A UK artist I recently discovered. His music is super-expressive, and a little unexpected — kind of like a good ad campaign, now that I think of it. But my all-time favourite might be A Tribe Called Quest. I recently bought a vinyl, waiting for me to own a record player.

If there was one thing you could change about the advertising industry, what would it be?

A few things, but if I were to pick just one, it would have to be the calibration of budget to quality and quantity expectations.

Who or what has most influenced your career?

Honestly, my decision to move to the UK almost a decade ago. The market here is tougher, faster and more competitive, especially in still life. That pressure forced me to level up, and is constantly chasing me to grow. One thing's for sure - it's never boring.