Stephania Silveira Hines
STEPHANIA SILVERIA HINES
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today.
Stephania Silveira Hines, (Steph) brings over 10 years of experience to the jury panel. Steph has shared her talents creative /copywriter working as an advertising creative and copywriter in different agencies between Los Angeles, London, Paris and São Paulo. While at 72andSunny LA for 2 years on brands such as Target, Samsung, Truth and NBCU. Throughout her career, she has developed her creative arsenal picking up some worldwide experience creating integrated, digital and film campaigns at VCCP London, Ogilvy Paris, Ogilvy London, AKQA London, Loducca-São Paulo, Talent, Mccann Erickson and Euro RSCG.
New York Festivals: What are your personal criteria for choosing award-winning work?
Stephania Silveira Hines: Jealousy. I love to see insights that are so brilliant that I get infuriated for not having thought about something similar before. I also value simplicity a lot. When you’re judging work, you want to see ideas that make an impact very quickly. The quicker you understand the insight, the easier it is for the campaign to become big and universal because it can touch a wide range of people, no matter their background.
New York Festivals: What was the first ad you saw that made you say “Wow!” and got you on the track to a career in advertising?
Stephania Silveira Hines: MTV Idents from the 90s. I used to record the 5 second ads on VHS and watch them over and over again. I loved the quirky tone and how they made the brand feel. As a little girl growing up in a small town in the Northeast of Brazil, it was crazy to dream about a career making ads for MTV. Luckily, when I was 20 years old during one of my first internships, I had the chance to create some ads for the brand.
New York Festivals: Has the relationship between agency and client changed and if so how?
Stephania Silveira Hines: For sure. I recently went freelance because I’ve been given more and more opportunities to work directly with clients. It started when a client at Red Bull asked me for a female director recommendation to make a social film. I had never directed a film before, but by impulse I offered to write a treatment. I invited a friend who’s an experienced director to join me on the project. We wrote the treatment, traveled to a camp in Oregon full of female motorcyclists to shoot the film and edited it - all in 4 days. It was creatively very fulfilling to work without all the layers of hierarchy you come across in agencies. I felt really involved in the material and realized why the industry needs to change its model in order to produce better and more affordable work.
New York Festivals: Did/Do you have a mentor and what have you learned from them?
Stephania Silveira Hines: Yes. When I was working at VCCP in London I had the chance to partner with Rachel Robinson, who’s currently an art director at Grey London. I was a young Brazilian writer trying to make it in a foreign city, struggling to express my ideas in a second language. When you work in a different market, it’s easy to feel like your ideas don’t belong. Rachel really helped to bring out the best in me, and to make the most of the thoughts that were very different for the English market, since I came from a completely different background. There’s a lot of talk about diversity at the moment, but very few creative directors that I’ve worked with have the ability to be open to diverse ideas. Rachel was great at that - she never judged or filtered too much. She’s a true creative and will always be my role model.
New York Festivals: If you could live anywhere, where would it be?
Stephania Silveira Hines: London. I’m about to move back to the city after 3 years living in LA. People think I’m stupid. Why leave the perfect weather to freeze my ass off in the rain? But I love the freedom of walking everywhere and soak up the culture. Even using public transport and observing people makes me a more creative person.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Stephania Silveira Hines: I love to write. And I exercise my craft by writing articles to my Medium page (medium.com/@stephaniasilveirahines). It’s a great way to express my thoughts and keep in touch with other writers around the world.