MEET CREATIVE DIRECTOR: LALO DURÁN / by Sandra Mere

Lalo is GOALS. Not just because of his impressive title of Creative Director, but because he was able to take the plunge and co-found his own agency WALO. He's taken charge of his future and that's something we here at Plaid Pony can relate to. Lalo's creative talent has helped build brands like: Pepsi, Southwest Airlines, and McDonald's to name a few. His quick wit and willingness to mentor have been the foundation of the uber-talented team he works with. We're extremely grateful at Plaid Pony that Lalo took time out of his hectic schedule to answer a few of our questions and we hope that his story will inspire you future Creative Directors out there. 

Tell us about your job as a Creative Director and the path that brought you there.

I love it. I love teamwork and I really enjoy being the co-head of creative at WALO, our new agency. Prior to creating WALO, I worked for national agencies such as Lopez Negrete Communications in Houston, Inspire, Moroch and Dieste in Dallas. However, only a few people know that I didn't actually start in the creative department, but rather as a Project Manager.

What was a pivotal moment for your career?

The birth of my daughter, Valentina. Hands down. That was the last push I needed to finally take the plunge into creating our own agency and taking control of the ideas, brands, causes and team we wanted to work with.

What has been your favorite set to work on? Why?

I've worked with Pedro from Napoleon Dynamite, the "leave Brittney alone" guy, Mexican leprechauns, Japanese scientists in the Biblioteca Nacional de Argentina, we've flipped cars in the middle of downtown Miami, shot at the Estadio Centenario de Uruguay (the fútbol cathedral of the world- you know this if you're a real soccer fan) among others. Too many great sets to pick one.

What is one of your proudest moments in your career?

Every time one of my interns or team members gets their work recognized with a great award such as a One Show pencil, a Clio, or a Cannes Lion.

What are some other things you enjoy when you aren't working?

Mountain biking, skiing, runnin, golfing, playing music and obviously spending time with my beautiful family. 

What is your favorite part about being on set?

Craft services. Just kidding. My favorite part is making things come to life.

What does #createmoments mean to you?

Moments are probably the most valuable thing we will ever create. On our deathbed, we won't care about material things. We will care about moments.

What is one thing your fans may not know about you?

That I exist.

What advice can you provide for future Creative Directors?

Take the time to train the young ones. Listen to them. Test them. Believe in them. And most importantly, teach them so greatly that they can take your job so you can move on to the next level in your career.

Check out Lalo in action:

WALO

Twitter: @walo_inc

Instagram: @walo_inc

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