We recently connected with Laia Grassi and have shared our conversation below.
Laia, first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.
To address the question of overcoming imposter syndrome, I’ve been fortunate enough to achieve numerous professional successes and receive industry accolades that have significantly validated my work and efforts in the creative field. Among these, the Cannes Lions Awards stand out as a particularly reinforcing achievement, symbolizing the pinnacle of creative and marketing excellence on a global stage. Additionally, winning a worldwide GenAI competition for CocaCola has been a remarkable milestone, showcasing my ability to innovate and lead in the rapidly evolving intersection of creativity and artificial intelligence. Selling my stake in XELMY in 2023, a company I co-founded and where I served as the Creative Director, was a pivotal moment that underscored my capabilities and the impact of my contributions. Now, as a freelance GenAI Creative Director, these past achievements, especially the Cannes Lions and the CocaCola GenAI competition victory, constantly remind me of my competencies and the value I bring to each project. They’ve significantly helped in mitigating feelings of doubt and imposter syndrome, reinforcing my confidence in navigating new challenges and embracing the evolving dynamics of creative work with artificial intelligence.
Thanks, so before we move on maybe you can share a bit more about yourself?
Hello, I’m Laia Grassi, a marketing visionary who thrives in the dynamic and multifaceted world of advertising and generative artificial intelligence. My journey began over two decades ago, and it has been an exhilarating ride, influencing iconic brands like Coca-Cola, Audi, Skoda, Google, Oreo, and Volkswagen. My recent victory in a global GenAI competition for Coca-Cola marked a significant achievement, allowing me to lead a major project that blends AI with creative marketing strategies.
The founding of XELMY was a pivotal moment in my career. As its Creative Director for five years, I led the agency to become a beacon of innovation in advertising. The sale of XELMY in 2023 opened a new chapter for me, deepening my involvement in AI and its applications in advertising, a field I’ve been passionate about since 2018.
My role as a GenAI Creative Director is particularly exciting because it allows me to merge imaginative storytelling with the latest technological advancements. This combination creates unique and impactful narratives that not only captivate audiences but also contribute positively to society.
The recognition I’ve received from prestigious institutions like Cannes Lions, El Ojo de Iberoamérica, Clio, El Sol, and ECHO Awards has been incredibly rewarding. It’s an honor to serve as a jury member at industry events and share my insights as a speaker, reflecting on my journey through the evolving landscape of marketing and AI.
My passion for artificial intelligence in advertising is more than just professional; it’s a venture into new realms where creativity intersects with technology, leading to groundbreaking marketing strategies. This enthusiasm drives my daily mission to inspire and lead teams toward innovation, fostering a culture of excellence and exploration in marketing.
I’m constantly looking for ways to push the envelope, and my current focus is on leveraging AI to revolutionize how we think about and execute advertising campaigns. The potential for AI to transform the industry is immense, and I’m excited to be at the forefront of this change, guiding brands to connect with their audiences in more meaningful and engaging ways.
As for what’s on the horizon, I’m involved in several exciting projects that continue to explore the capabilities of AI in advertising. These initiatives are not just about selling products but creating experiences that resonate deeply with consumers, fostering a more connected and understanding world. Stay tuned for some groundbreaking campaigns that promise to redefine the boundaries of creative advertising.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Reflecting on my journey, the three key elements that have been pivotal are creativity, adaptability, and a deep understanding of technology, particularly in the realm of artificial intelligence.
Creativity: At the core of every successful campaign and project I’ve worked on lies creativity. It’s not just about having novel ideas but also about envisioning new ways to connect with audiences, tell stories, and solve problems. For those at the beginning of their careers, my advice is to constantly feed your creativity. This can be done through diverse experiences, continuous learning, and immersing yourself in various forms of art and communication. Creativity thrives on input, so the more you expose yourself to, the richer your output will be.
Adaptability: The advertising and technology landscapes are in a state of constant flux, which makes adaptability an indispensable trait. The ability to pivot and embrace change has allowed me to stay ahead of the curve, particularly in integrating AI into creative processes. For newcomers, developing adaptability involves stepping out of your comfort zone, being open to new ideas, and learning from failures. Embrace change as an opportunity for growth rather than a hurdle.
Understanding of Technology: Specifically, a deep knowledge of artificial intelligence and its applications in advertising has been crucial. This understanding has enabled me to innovate and lead projects that are at the intersection of creativity and AI. To those starting out, I recommend diving deep into the technologies that are shaping your field. Whether it’s AI, machine learning, or any other emerging technology, having a solid grasp of these tools and their potential applications will set you apart and open up new avenues for creative and strategic thinking.
To develop these skills and qualities, I encourage continuous learning through courses, workshops, and self-study. Networking with professionals from diverse backgrounds can also provide valuable insights and perspectives. Remember, the journey is as important as the destination. Embrace each experience as an opportunity to learn and grow, and don’t be afraid to take calculated risks. The combination of creativity, adaptability, and technological proficiency will not only enhance your career but also enrich your contributions to the field.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Absolutely, I am always on the lookout for like-minded individuals to collaborate with. People who are open-minded, genuinely human at their core, devoid of ego and envy, and possess a burning desire to shine and elevate the team. I cherish working with people who can seamlessly blend friendship, laughter, and hard work. It’s about partnering with individuals as dedicated and driven as myself, those who have clear, ambitious goals and can execute them with both speed and brilliance.
The essence of the collaboration I seek is rooted in mutual respect, shared passion, and the joy of creating something meaningful together. I believe that the best work emerges from environments where creativity is nurtured, ideas are freely exchanged, and everyone is committed to pushing the boundaries of what’s possible.
If you resonate with this ethos and feel excited about the prospect of creating innovative, impactful work together, I would love to connect. Whether you’re an artist, technologist, strategist, or someone with a unique perspective and skill set, there’s immense value in diverse collaboration. The synergy of different talents can lead to extraordinary outcomes.
To those interested in collaborating, I encourage you to reach out with your ideas, your vision, and what drives you. Let’s explore how we can combine our strengths, laugh together, work diligently, and ultimately, create work that not only stands out but also makes a positive impact. You can connect with me through professional networking platforms, social media, or through industry events and conferences. Let’s start a conversation and see where our shared passions and objectives can take us.
Contact Info:
- Website: http://laiagrassi.com/
- Instagram: https://www.instagram.com/laiyls/
- Linkedin: https://www.linkedin.com/in/laiagrassi/
- Twitter: @laiyls
Image Credits
By Laia Grassi
