2 Minutes With ... Bianca Guimaraes, ECD at Mischief
Bianca Guimaraes is an executive creative director at Mischief@No Fixed Address. She joined the agency last summer and quickly made an impact—making "VILFs" to get OkCupid daters to vote, encouraging people to "Send Noods" in the form of Kraft Mac and Cheese, and creating Kim Jong-un and Putin deepfakes to help save U.S. democracy with an anti-corruption not-for-profit.
She came to Mischief from BBDO, where she was nominated for an Emmy three times, and went on to win in 2020 (for "Back-to-School Essentials" by Sandy Hook Promise). Her other BBDO work included THINX's "MENstruation" and "The Epidemic"—the latest installment of an anti-bullying drive in which Bianca has worked closely with Monica Lewinsky.
Ultimately, she hopes her achievements can encourage more young women to consider advertising as their profession and inspire women in the business to see a future in it.
We spent two minutes with Bianca to learn more about her background, her creative inspirations, and recent work she's admired.
Bianca, tell us...
Where you grew up, and where you live now.
I was born in São Paulo, Brazil, and currently live in Brooklyn.
What you wanted to be when you grew up.
I wanted to be a teacher. I remember preparing homework for my parents and getting mad that they wouldn't take it seriously.
How you discovered you were creative.
It wasn't until I was in college, where I found myself enjoying and thriving on the creative concepting advertising classes.
A person you idolized creatively growing up.
My mom and her sister owned a fashion store. I grew up watching them sketch collections, produce them, try on all the clothes to make adjustments, etc. I remember being fascinated with the boards they had up in their offices with their sketches, trends, pieces of fabric and Pantone strips.
A moment from high school or college that changed your life.
I lived in New Mexico for six months as an exchange student during high school. That was a very unique experience and it made me realize I wanted to live abroad in the future.
The first concert you saw, and your favorite band or musician today.
I think my first concert was from Gilberto Gil, a Brazilian musician. My favorite band today is Galinha Pintadinha. Brazilian parents will understand.
Your favorite visual artist.
Your favorite fictional character.
This sounds like a security question that I can't remember the answer to. I'd try Mrs. Maisel, Kate Foster from Workin' Moms, Amélie Poulain, and then get locked out of my account.
The best book you've read lately.
I've been listening to podcasts more than reading lately. My work partner, Kevin Mulroy, got me into Criminal.
Your favorite movie.
Your favorite Instagram follow.
How the Covid-19 crisis has changed your life, personally or professionally.
Professionally, it made me leave my previous job to help start a new agency, which has been the most fun I've had in advertising so far. Personally, it allowed me not to miss my son's bedtime and to spend more time with him in general.
Your favorite creative project you've ever worked on.
The "Back to School Essentials" film I did for Sandy Hook Promise, along with some lovely humans, comes to mind for a few reasons: It's a cause I'm very passionate about, I really admire the people running the organization, and the team behind it—agency and production side—include some of my favorite people in advertising.
Your favorite creative project from the past year.
The campaign we created for Represent Us. We used deepfake technology to have Kim Jong-un and Putin talking about the fragility of America's democracy. I chose that because it seemed like one of those ideas that you riff with your team as "Imagine if we could do this," and we actually found a way to make it happen. We unearthed a completely different way in to talk about a topic that was very noisy.
Someone else's creative project that inspired you years ago.
Dove "Real Beauty Sketches" made me jealous. That campaign started a new trend of stunt-y ideas in advertising.
Someone else's creative project that you've been impressed by lately.
Invisible Creatives (invisiblecreatives.co), MoreGrls (moregrls.com.br), Elas na Gringa (elasnagringa.com) and Pimp My Portfolio (pimpmyportfolio.us). All amazing projects by creative women who are trying to make the industry more balanced.
Your main strength as a creative person.
Your biggest weakness.
I move at a lightning pace, and there are so many situations which benefit from a slower approach. I can get overeager with my thoughts and forget to punctuate them. There's value in slowing down.
One thing that always makes you happy.
One thing that always makes you sad.
Living far from my family and friends.
What you'd be doing if you weren't in advertising.
I don't have a plan B, so this better work out.