Aste Gutiérrez

Aste Gutiérrez

Creative Director at TBWA Chiat Day
New York, United States

About me

I created the Nike Unlimited Stadium LED Run Track (Grand Clio, 15 Lions, 7 D&AD), Smart TXTBKS (Cannes Grand Prix, Yellow Pencil, Grand Clio) and Nike Hyper Court (shared by Lebron himself, D&AD)—among others.

Beyond advertising, I’ve been selected to Esquire's ‘Best and Brightest’, described as ‘14 individuals and organizations changing our environment, circumstances, and minds for the better.’

I focus on creating instant impact. W/in a year of my joining, both BBH and FF won AdAge International Agency of the Year (2016, 2018). My work lifted two unranked agencies to Top 20 in the Gunn Report. I ain’t no Kevin Durant, I’ve never joined a super team to win a championship.

I’m obsessed with apprenticing under bonafide geniuses—no matter how difficult. I spent my formative years w/ two : Fred, who founded Fred & Farid, and Droga protegé Andrew Petch. I owe them everything.

I strive to create work people will wanna Google. But while it’s my digital work that’s earned most recognition, I hate innovation for innovation’s sake, and think too many ECDs focus on being first rather than being best.

My goal is to help a strong Creative Leader build a dynasty the likes of 2000-2004 CP+B, 2005-2008 Droga, 1968-1975 Saatchi.

Positions

Creative Director
New York, United States
March 2018 - Present (2 years 3 months)
So people been asking why I moved to the US, giving up being a Nike CD—most plum job in Asia tbh.Here’s why : For the industry to give a shit about my work, I had to create a giant footprint-shaped LED running track that brought to life sports’ greatest mantra about competition, and do it for the world’s greatest brand, during a sports event of such import it began in Ancient Greece and happens only every four years.Over here, you think of funny phrases that start with DTF.This is why I moved here.
Creative Director for Regional Nike
Singapore, Singapore
March 2016 - Present (4 years 3 months)
Leading creative for Nike in Asia, for brand comms, innovation, digital, retail, and social.

What sets our stewardship apart is that we never create work that's design for design's sake, or tech for tech's sake. Everything we do has an actual idea, in service of the athlete, unfailingly authentic to sport.

Some highlights:
'Nike Unlimited Stadium' LED Run Track, for Olympics
Kobe Film 45s 'Thank You'
Kobe Visit Integrated Campaign 'Last 24'
Kobe Visit Social Campaign 'In the Name of the Mamba'
Lebron Visit Social Campaign
Launched Nike.Com for all markets
Launched NikeID for all markets
Launched official Nike Line Account + Sticker Pack
Co-Head of Creative
Shanghai, China
February 2015 - March 2016 (1 year 1 month)
Led 30+ Creative Department and was member of 5-man senior management team.
More importantly, apprenticed w/ Fred—a true legend—on creating the signature visceral, epic FF work.
Led HP, Audi, Nestle, Absolut, etc.
Creative Director / Writer
Shanghai, China
August 2013 - February 2015 (1 year 6 months)
In my 2nd week, we won Budweiser Greater China. Grew it to agency's 2nd largest account, and managed largest team. Heaps of tech builds—LED KTV rooms, games, sites, installations, apps.

Also led Nike Jordan, regional Unilever, and PepsiCo.

Learned from Johan, Rei, Jasel, London teams, on creating useful, usable, and delightful work.
Creative Intern
PARTY New York
September 2013 - October 2013 (1 month)
Apprenticed w/ the most innovative minds ever : Masa, Tom, Qanta. Helped w/ Intel, Google Art Copy Code.
Associate Creative Director / Writer
Saatchi & Saatchi
August 2008 - February 2012 (3 years 6 months)
Life-changing apprenticeship w/ Andrew Petch, a genius Droga protégé.Global + Local P&G (Safeguard, Head & Shoulders, Olay, Corporate), Sharp, Toyota, Lexus, etc.
Copywriter
Makati City, Philippines
August 2006 - August 2008 (2 years)
First agency. A lot of film, press, flat mailers, and CRM—which lay the foundation for my career.

Canon, J&J, Honda, HSBC, Sharp, Western Union, UNICEF
Guitar Instructor
Yamaha School of Music
April 2005 - April 2008 (3 years)
Taught classical, jazz, electric to students from 7 - 64 years old. Coached them for the annual Yamaha Grand Competition.

Education

English Literature

May 2018 - May 2018 ()

Other professional activities

Yamaha School of Music

Guitar Instructor
2005 - 2008 (3 years)
Taught classical, jazz, electric to students from 7 - 64 years old. Coached them for the annual Yamaha Grand Competition.

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