Interview
Ted Pedro
Canada
As a fledging Art Director, Ted's vision in advertising has led him to tinkering new ideas and concepts for brands.
1 Please give us a brief bio of yourself and your background.
My name is Ted Pedro and I am a creative based out of Toronto, Canada. I started as a graphic and clothing designer building up my own brand back in my hometown Calgary, Canada. While I was doing that I found myself enjoying being a maker but also coming up with ideas and creating ads for my brand. That's what lead me to be an Art Director in Advertising.
2 To you, what makes a “good” design?
Something that is visually easy to decipher that a person would understand even if it takes them a minute or two. That also has a strong and creative concept behind it.
3 Describe your design style and its main characteristics.
I get inspiration mainly from sports and hip hop. So I would say my style would be more cool, performance, urban, things like that. An example might be the craft that Wieden Kennedy does on their Nike ads, very clean, punchy and cool. Like the newest 'You Can't Stop Us' spot this will always be something that I would aspire to make.
4 Where do you draw inspiration from?
I think the best work is made when it is inspired by your own experiences, I try to get out and do different things that I haven't done before. Also I try to travel as much as I can to get different perspective on the world. But for more immediate inspiration usually past ads, movies or culture.
5 What are your top three (3) favorite things about the digital industry?
1. The Innovation, we are always seeing something new. 2. How it makes everything more convenient. There are always new ways to order your food or travel to places. 3. Video Games. That's a no brainer.
6 Where do you see the evolution of digital industry going over the next 5-10 years?
My inner Star Wars nerd hopes that there will be flying cars, ordering food from holograms, and lightsabers. All jokes aside I see the industry pushing boundaries and creating things never seen before. This industry will have and produce ideas that will change the world as we know it.
7 If you were a student entering this industry or an aspiring Vega Award submitter, what advice would you give them?
Confidence, if you don't believe in your work yet keep going. The work isn't done until you are 100% proud of what you've made. Whether it wins or loses, you did it. Be proud of your work.
8 Do you have anything else you would like to add to the interview?
Thank you for the opportunity and taking the time to view our work. Vega Awards is an amazing award to win. My team and I are grateful to be recognized and we look forward to seeing the great work on the next seasons.