On My Radar: Roberto Fara

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

I wouldn't point to just one idea; what has inspired me the most lately is the construction of the brand Liquid Death. I’m obsessed with this brand. It's an incredible case of market strategy, generational insight, brand system and ideas. I would highlight the Deadliest Stuff On Earth spot.

What website(s) do you use most regularly? 

Besides of my usual news websites and Google search, I have to say that lately ChatGPT has become one of the sites I visit most frequently. Every day I am surprised by the different ways or uses that my friends and people I know make of the tool.

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

I've just bought and installed solar panels and a Wallbox [electric car charger] at home. I'm just starting my journey towards a sustainable and automated home. 

What product could you not live without? 

If I had to discard bread as a product, then I would say that my laptop is undoubtedly an item without which I could not be. Although it's difficult for me to answer the question, because I could live without technology, living without other basic products would make everything complicated.

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

The Beasts, from Rodrigo Sorogoyen. This film has many things I like about cinema. It grips you, and keeps you hooked even when you know or suspect what might happen. Its atmosphere is so dense that it makes you uncomfortable as a spectator. All this with a simple story, a small-town event filmed with a unique cinematography that respects reality.

What film do you think everyone should have seen?

So many movies. It's hard for me to choose just one because cinema as an art form can't be understood without a wide variety of art pieces, or films. That being said, I'll make an exception and, for me, everyone should watch Apocalypse Now, by Francis Ford Coppola. I especially recommend the extended version, or director's cut. Describing it is difficult for me because, emotionally, it's an extremely complex work in terms of cinematography, acting and the philosophical depth of its story.

What’s your preferred social media platform?

My favourite social network is LinkedIn because it's where I find the most inspiration and knowledge, although it has lost much of its initial appeal. I prefer to share private life moments in person.

What’s your favourite TV show?

The Sopranos. While there have been other shows in my life that I consider on par, or better, this show holds a special emotional connection for me. When I finished the last episode, I cried uncontrollably and felt empty for a long time. They had become part of my life, my daily routine. I was a Soprano, part of their family.

What’s your favourite podcast?

My favourite podcast is Maldición va a ser un dia hermoso (Damn! It's Going to Be a Beautiful Day): it's a podcast that was a podcast even before podcasts existed; it was a pioneer in using cameras in a radio format. It's from Argentina, it covers many topics, and has always been very advanced in terms of technology and innovation information.

What show/exhibition has most inspired you recently?

Recently, I saw an exhibition of [19th century Spanish painter] Joaquín Sorolla and was very impressed by his use of light. I had never seen someone capture ambient light in such a realistic way, to the point where I could think it was photographed with a high-quality digital camera. In this same exhibition, there were immersive projections of his work and a VR experience.

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

The Beatles because, within the same artist, I would have a lot of variety of styles and I couldn't imagine not listening to them anymore.

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

Timings. I feel like we're in a whirlwind that doesn't benefit any of the parties involved; not the client, not the brand, not the creatives, and much less the ideas. If you want to be assertive and capture the attention of an increasingly distracted consumer, overwhelmed by the same whirlwind of life, you need time. You need to let some ideas and thoughts settle, and above all, take care of the execution details. I feel like we're going at a pace that isn't natural to the idea processing; many times, we're up against deadlines that aren't really vital or crucial for the brands. 

Who or what has most influenced your career?

Doubleyou, the creative agency, is undoubtedly the place that has influenced my career the most. Until then, I wasn't keen on joining an advertising agency, I preferred to follow my own path as a creative outside of advertising. It was there that I found an amusement park wide enough for all my curiosity to have space, not just one type of execution but a vast universe of ideas.