Hello again! It's been a few months since I've sat down and wrote down my thoughts, but I've been meaning to write more. There is so much that goes through my head these days, that I should truly keep a journal just to log and revisit them later. I've also had some of you reach out since my last write up and say that you've enjoyed my writing style and appreciate my thoughts, to which I say—thank you 💙
I wanted to talk about a topic that has been on my mind for a long time—opening my own studio. For years I've had people in my DM's and texts (family, friends, and colleagues alike) asking or encouraging me to go freelance full-time and run my own studio in the process. I had a good friend of mine even tell me "honestly dude you have so much charisma you'd fit in anywhere” in which I say that I’m blessed to have a supportive group of friends that keep it real with me and my flaws.
It has always been a long term goal of mine to run my own thing. For those who have known me and my work between 2014-2017, you might even remember that I briefly did operate my own studio named “Valiant Pixels” while I was still in school. At the end of it though, as a fresh new grad I wanted to dive head first into the industry and pursue full-time opportunities—and decided to stop working under Valiant altogether in 2017.
This leads me to where I am now, and why I’ve been thinking heavily over these last couple years that maybe it’s time for me to give it another go—just without the previous safety nets of school and living under my parents roof...
Perception
As a person of color, especially one who wants to be a leader in this industry, the odds are already against me in creating a successful business where progress seems to continue to be an uphill battle for people like me.
This isn't surprising to me in the slightest given the history of the ad industry has almost always catered to white men. My 10ish years of being in this industry across full-time, freelance, and personal opportunities have had it's ugly moments. I’ve worked with clients that seem to have preconceived in their head that all hispanic people must be the same shade of brown, being asked to "add hispanic people" to a brand concept ignoring the lighter skinned hispanic people in it. I've also worked with brand consultants who said that the concepts I had "felt a little overweighted with diversity" saying "the majority of people in the United States still identify as white, and we want to make sure we are showing this as a general market idea." as if white people aren't already the general market(?). The most insulting part of this was that the client was in an industry that already has deep systemic issues with trust among black and brown people.
A friend of mine at an agency he worked at told me that he was working on a Pride related project for a client that involved using the colors of the Pride flag. However, after multiple rounds of concepting, the client decided to remove the light blue, pink, black, and brown colors (colors that represent trans and black and brown individuals within the community) from the final work. It went against the values and principles he and his colleagues stood up for among the community, and when brought up to his supervisors, they did not put their foot down hard enough and gave the work a green light. This was probably just to keep the client relationship alive as they didn’t want to cause any tension. I guess if the client has deep enough pockets, all values fade away.
I'm not even going to get started on the interactions I've personally had with people in this industry who have used racially charged slang and have made genuine claims that they "relate" to the struggles black people face. They were white.
It is experiences and stories like these that give me hesitation in building up my own thing today. What will clients think of me and my work? Will they want to work with me? Am I only going to win this work solely for the fact that my studio is minority-led, and they want to use me as a way to validate their DEI efforts? Why is diversity being treated like it’s show and tell?
All of this also revolves around the perception of risk as well.
Growing up and the definition of "risk"
Opening up any business involves risk, but I believe the reason why people of color may be more risk adverse is due to cultural upbringings.
I grew up in an immigrant household where my father came over to Brooklyn from the Dominican Republic when he was young. He joined the military shortly after high school, and took a lot of those upbringings and lessons into his household when he became a father. My mom was born and raised in Brooklyn with my grandparents who immigrated from Puerto Rico, and they both raised me and my little brother in the suburbs of Long Island.
My dad always wanted me to be in a successful and technical industry, specifically engineering. Even though that was something I wasn’t super passionate about at all, I tried all the ways and avenues to see if it was possible. It wasn’t until the summer of my senior year in high school in which I decided to go into the arts and pursue design. I still remember the day I went into his room and told him I wasn’t going to do engineering and that I wanted to go to college for graphic design. I was so nervous, because it felt like I was going against everything he and his family sacrificed to be where he is today. Ultimately he was happy for me and supported me, and eventually came around in saying that he didn’t want to push something on me if it was something that I truly wasn’t happy doing. Today he still stands by that, and is proud of the career paths his children have taken.
I tell this because it demonstrates what it’s like growing up in a household where you have high expectations and that anything “risky” (like starting your own studio) is deemed going off the wrong path. My parents pushed higher education, as not going to college was simply not an option—otherwise I had to get a job and move out. “Quitting” was not an option in anything no matter what the context, and there was a regime in everything you do. My brother and I were taught to be planners and that you had to have a plan in everything and anything you do in life if you ever wanted things to work out. No exceptions.
Now that I’m grown, this is where I sometimes can struggle with what is good risk vs. bad risk. I can have 24 months of savings stocked away, and I will still hesitate on whether or not it’s “right” to pursue something like running my own studio—that failure is scary and is not something to learn from but to avoid. That you need to have a plan or else nothing will ever come into fruition.
Being a leader, and what's next for me
So with all of that being said, I’m sure you may be asking “So Pedro, are you gonna do it?” in which I say…yes—but not in a way that makes me drop everything I'm doing.
I am so damn proud of where I'm at today. In the last six years alone I've been able to rapidly climb the industry “ladder”, starting out as a "Junior" Designer (which btw I really dislike the term junior because it's such a subjective title that is almost always used as a way to pay people less for the same type of work...) at an in-house media company doing sell sheets and mailers, to becoming an Art Director at a creative agency where I'm designing and collaborating with incredible teams—launching campaigns and brands for companies like Uber, Chase, and Johnson & Johnson.
Over the years of working in an agency on a small team of extremely talented and diverse individuals, I’ve fallen in love with mentorship, deep collaboration, and striving for an environment that is full of transparency, growth, responsibility, and learning for those who work with me. This is crucial to me, as I want to be the person that I would've loved to go to during my early years dabbling in this industry ~10 years ago.
I am taking these learnings and am exploring ways that will allow me to start the foundation of creating my own studio so that one day I can drop everything I’m doing and pursue it full-time. I want to continue to grow and be a leader in this industry, and this avenue of starting my own brand studio is just one of the ways that I believe will allow me to reach the heights I want without being just a number on someone else's DEI report.
Till next time,
Pedro
Quote from: Letting the light in: Diversity in advertising agencies
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