Peer Review: Marcos Pacheco

Who are three contemporaries that you admire?

KAWS blends art with everyday life, creating visually striking and culturally relevant work that merges street and contemporary art. His innovative approach and collaborations with brands like Nike and Comme des Garçons have bridged high art with commercial appeal, making his work widely accessible. His art evokes nostalgia and shared cultural experiences, while his involvement in philanthropic and public art projects highlights his commitment to accessibility and impact.    

Hewlett’s ability to seamlessly integrate art with various media underscores his significant impact on contemporary art and culture. 

Geoff McFetridge has the ability to convey complex ideas through minimalist design, using simple shapes, bold colours, and abstract forms. His creative versatility spans graphic design, illustration, animation, and fine art, collaborating with various artists and brands to push creative boundaries. McFetridge's distinctive aesthetic and innovative approach explore deeper themes like identity and perception, making his work both accessible and thought-provoking. 

Jamie Hewlett has a bold, graphic style that merges comic book aesthetics with a punk rock sensibility. His influential collaborations, such as with Gorillaz, and his contributions to both art and popular culture highlight his innovative approach. Hewlett’s ability to seamlessly integrate art with various media underscores his significant impact on contemporary art and culture. 

Above: KAWS blends art with everyday life, creating visually striking and culturally relevant work that merges street and contemporary art.

Please share 3-4 pieces of work that exemplify great creative direction, and explain why? 

Massimo Vignelli's New York Subway Map prioritises clarity over geographic accuracy, resulting in a visually appealing and highly functional design. By abstracting the complex subway network into a simple, easy-to-read diagram, Vignelli transformed it into both a practical tool and a cultural icon. This map exemplifies creative direction by balancing functionality with aesthetic innovation, using modernist principles to create a timeless and influential piece of design. 

I really dig Martin Glaser. His work is known for its bold, graphic style and emotional impact. His editorial design work revolutionised magazine layouts. 

Pantone Colour of the Year (Pantone). The annual selection of Pantone's Colour of the Year influences design trends across various industries. The marketing around it uses simple yet impactful visuals to highlight the chosen colour. 

Nike's Play New campaign, created by Wieden+Kennedy, encourages people to explore new sports and activities with a focus on fun and self-expression. Featuring vibrant, dynamic visuals and inclusive imagery, the campaign uses bright colours and playful typography to convey energy and excitement. The straightforward message celebrates the joy of being a beginner, embracing failure, and looking silly while trying new things, offering a refreshing contrast to Nike’s usual high-performance imagery and making the campaign accessible to a broader audience. 

Above: Geoff McFetridge has the ability to convey complex ideas through minimalist design, using simple shapes, bold colours, and abstract forms.

What was your journey to becoming ECD at PS260?  

Initially an illustration major in college, I transitioned into film, which sparked my interest in working across different mediums—a crucial skill for any successful Creative Director. My first job out of college was at Graj + Gustavsen, a strategic and creative brand consultancy, where I collaborated with a diverse range of clients on illustration, graphic design, mixed-media, and animation projects. This experience enhanced my adaptability and problem-solving skills and helped me discover my strengths while expanding my professional network. 

Patience is probably one of the most valuable skills for a creative director.

Eventually, I advanced to a few senior designer roles at various companies before moving into freelance work with companies like Nike, Champion, Fila, and MTV. This journey led me to establish my own Motion GFX/Animation company, Ideas & Stuff, where I handled projects ranging across website design, advertising, TV, and film. During this time, I collaborated closely with PS260 on several successful projects, and when the opportunity arose to join the company full-time as Creative Director, I eagerly accepted.

Above: Nike's Play New campaign, created by Wieden+Kennedy, encourages people to explore new sports and activities with a focus on fun and self-expression.

What do you like most about the work that you do?  

Bringing innovative ideas to life, collaborating with an incredibly talented team, and tackling complex design challenges are key aspects of my role. Reimagining PS260’s identity and shaping our brand image and company persona are particularly rewarding aspects of this process. 

A strong vision is the foundation upon which successful creative direction is built.

What is the most valuable skill you’ve learned in your career, and why?  

Patience is probably one of the most valuable skills for a creative director because it underpins the ability to lead a team effectively, manage complex projects, and deliver high-quality work. 

Above: Artist Jamie Hewlett has a bold, graphic style that merges comic book aesthetics with a punk rock sensibility.

What is one thing every ECD needs?  

Vision is Crucial: A strong vision is the foundation upon which successful creative direction is built, enabling a creative director to lead with purpose, inspire their team, and deliver impactful and consistent results. 

The absence of a formal mentor taught me to be adaptable and resilient.

Who was the greatest creative director of all time? Why?  

This is quite subjective and can vary by industry and perspective. Even within a single industry, it’s challenging to pinpoint just one standout individual. However, I really dig Martin Glaser. His work is known for its bold, graphic style and emotional impact. His editorial design work revolutionised magazine layouts. For instance, the iconic I ❤ NY logo, one of Glaser’s most famous designs, is now a globally recognised symbol, demonstrating his talent for creating memorable and impactful visuals. 

Above: Massimo Vignelli's New York Subway Map prioritises clarity over geographic accuracy, resulting in a visually appealing and highly functional design.

Did you have a mentor? Who was it?  

I didn't have a formal mentor, but I approached my career with strong curiosity and a commitment to self-learning. I used books, online courses, and industry events to build a broad understanding of creative direction and design. Surrounding myself with talented peers and colleagues also gave me valuable insights and feedback. 

While many people, both young and old, may feel apprehensive about these technologies, I try to view them as valuable new tools to enhance our work. 

I relied heavily on hands-on experience and real-world problem-solving to learn and refine my skills. I also took the initiative to explore different areas of the creative field, experimenting with new techniques, analysing successful projects, and seeking feedback from clients and collaborators. 

The absence of a formal mentor taught me to be adaptable and resilient. I learned to navigate challenges independently, finding solutions through persistence and creative problem-solving, which has been essential to my professional development.