2 Minutes With ... Ariel Broggi, ECD of We Are Social and Narrative

On creating Minions TikTok and finding inspo in Leo Lionni and Stephen Malkmus

Ariel Broggi has over 20 years of experience, working across art, copy and management. He's served brands in the entertainment, technology and CPG sectors. Ariel has also directed for television and co-founded both an independent record label and a nationally distributed water brand.

We spent two minutes with Ariel to learn more about his background, his creative inspirations and recent work he's admired.

Ariel, tell us ...

Where you grew up, and where you live now.

Like most hardscrabble genius mathematicians, I grew up in Boston, mere miles from Matt and Ben. But I live in L.A. now.

How you first realized you were creative.

Watching MTV and compiling notes on the video concepts.

A person you idolized creatively early on.

Leo Lionni. I idolized his style of storytelling and artwork. He was able to reinvent himself as an author and visual artist after a legendary career in advertising.

A visual artist or band/musician you admire.

Stephen Malkmus. I was obsessed with his music, lyrics and album cover art.

Your favorite fictional character.

Jack Walsh and Jonathan Mardukas.

Someone or something worth following on social media.

@luxxury on IG.

One of your favorite creative projects you've ever worked on.

Sketch comedy videos I made with my friends in high school. The execution was terrible, but the concepts and writing were also terrible. I'm relieved that there are no social links to share, although evidence may still exist on a VHS tape in a basement somewhere. Working on a creative project with friends, regardless of the result, was a deeply formative experience.

A recent project you're proud of.

With Illumination and Universal Pictures, we launched the Minions' TikTok channel. It's great to have clients who let us try things and create ridiculously fun content. And it was super satisfying to watch the #gentleminions craze take hold and see Minions: The Rise of Gru open as we crossed the 5-million follower mark.

Someone else's work that inspired you years ago.

When I got my first agency job in Providence, my CD showed me a spot for the Raleigh International Spy Conference and it changed the way I thought about advertising. It was like hearing Minor Threat after growing up on nothing but top 40 radio. Smart, cheap, funny, DIY. But also totally strategic and effective.

Someone else's work you admired lately.

Always a fan of the Young Jerks.

Your main strength as a creative person.

Confidence in my taste.

Your biggest weakness.


One thing that always makes you happy.

The song "Cut Your Hair."

One thing that always makes you sad.

The last bite of a good Cuban sandwich. Also power, corruption and lies (the societal concepts, not the New Order album, which is an all-timer).

What you'd be doing if you weren't in advertising.

Spending way more time alone.

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