WFH Diaries: Silvio Caielli of the community

With the coronavirus pandemic surging anew, most folks are still working from home. We're continuing to check in with creative professionals to see how they're faring. Below, we chat with Silvio Caeilli, creative director at cross-cultural creative agency the community. 

Born in Argentina from Italian parents, Silvio joined the agency in 2017 following a stint at Colenso BBDO in New Zealand. His journey across the world has seen him create work for Europe, Latin America, North America, Asia-Pacific and the U.S. Hispanic market. His work for Coca-Cola included the first-ever spot created and produced in Latin America to air during the Super Bowl in the U.S.

With more than 15 years working across three different countries, in two different languages, and for more than 20 brands such as Mountain Dew, Verizon, Amnesty International and Corona beer, to name a few, Silvio knows a thing or two about how to tackle change and make the most of it.

Give us a one-line bio of yourself.

A multi-awarded creative director who doesn't care much about being multi-awarded or being a director, but about being creative. 

Where are you living right now, and who's with you?

I'm living in Surfside, Miami, with my wife Sofía and my daughter Filippa.

What's your work situation like at the moment, and how is it evolving?

Luckily for us, our clients share our same philosophy: Never stop, and always try to find a new way forward. We've kept a steady pace these last few months. We've been very busy lately finding those new ways of understanding the landscape, rethinking our game, and identifying innovative opportunities. I'm currently working on some big projects for Verizon Fios, as well as a few pro-bono ideas to help some small brands and businesses get out of this crisis in the best possible way. There's always something to do.

When do you expect to return to the office?

I heard something about January. Hopefully, that means January 2021. Who knows?

Describe your socializing strategy.

Phone calls, audio messages, Zoom conferences. I'm not struggling with our new social life as much as other people I know. I find that human connections are somehow more real, more authentic, than before the pandemic hit. 

How are you dealing with childcare?

Trying to educate, stimulate and have fun with a 2-year-old. You know … not easy. Every 10-minute break is gold. All things considered, I think between my wife, Moana, and me we're doing a good job.

What are you reading?

The Autobiography of Malcom X by Alex Haley.

What are you watching?

Not much. I find podcasts more inspiring than TV these days. HBO's The Plot Against America was the last series that I really liked. Aaron Sorkin's MasterClass was pretty good, too, and I'd highly recommend it to any copywriter. 

What are you listening to?

Dan Carlin's Hardcore History, Nikole Hannah-Jones' 1619, and Fiona Apple's Fetch the Bolt Cutters on repeat. 

How are you staying fit?

I'm not.

Have you taken up a hobby?

Watercolor painting. 

An awkward moment since all this started.

Saying goodbye after a work meeting is a new art that I definitely have yet to master. That and trying to sing "Happy Birthday" with 20 other people on a video call. Everyone's all out of sync, it's a horrible thing. We should ban singing "Happy Birthday" until we can do it all in person again. 

An aha! moment since all this started.

Answering your "How are you staying fit?" question. I'll get on it right after this interview. 

What's your theory on how this is going to play out?

I have no clue what will happen. Nobody does. But whatever ensues, I believe it will happen the same way as the virus spread: gradually, then suddenly. In the meantime, I feel we should use this time to connect with ourselves and with our surroundings. As individuals and professionals of this industry, we have a responsibility to do our best for us and those around us. 

See the full #WFH Diaries series here.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and the founding editor of Muse by Clio.

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