On My Radar: Bitan Franco

What’s the best ad campaign you’ve seen recently?

Channel 4's We're The Superhumans [below].

What’s the most recent piece of tech that you’ve bought and why?

I have had to buy an extra battery for my iPhone as it has become my main camera on travels.

Facebook, Instagram or Twitter?

Facebook is my main playground. But I also use Instagram for showing my photography skills (if I have any), and Twitter to get quickly informed about any topic that is hot, with several points of view at the same time. I like that.

What’s your favourite app on your phone and why?

WhatsApp. Because it’s extremely useful.

What’s your favourite TV show and why?

I don’t really have a favourite TV show, but I don’t think there is any TV show better than watching the entire Barton F Graf 9000’s reel.

What film do you think everyone should have seen?

Pixar’s Inside Out [below].

Where were you when inspiration last struck?

Probably swimming, driving or doing anything but sitting on a chair.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I remember when, before the economic crisis, creative departments were big and solid, with a lot of creatives, most of them very senior and talented. But also marketing teams used to be brave, always trying to be different to the rest of the brands by pushing creativity, but, sadly, not anymore. Now most of them just want to keep their jobs. 

If there were one thing you could change about the advertising industry, what would it be?

I’d name, as marketing directors of any brand, only people who love or who have the potential to love that brand, and so to make it stand out from the rest.

What or who has most influenced your career and why?

What influences me everyday to keep working hard and believe in creativity, are ideas. Whether they are advertising commercials or a new design of a chair, seeing great ideas come to life is what makes me hungry to observe, think and do. 

Talking about advertising itself, the thing that has influenced most my career is probably Wieden + Kennedy’s work. That’s what makes me want to become the best creative in the world every single day, since a lot of Nike commercials ago.

Tell us one thing about yourself that most people won’t know…

I’m not sure if I’m a copywriter or an art director yet.