On My Radar: Nico Poalillo

What’s the most creative advertising idea you’ve seen recently?

As much as I consume advertising like an absolute addict, I think it’s hard to break through the noise. To me, one the best pieces I have seen recently was the campaign around Doechi’s last album. The fake “sitcom” she made was just brilliant.

What website(s) do you use most regularly?

I will always feel tenderly towards Vimeo. But right now, I’m loving Are.na for inspo. It’s a peaceful little ecosystem that resets my creative palette. Something about it, the fact there’s no algorithm and it’s just based on other creatives you like, makes it seem more organic and analogue than how I’m used to finding inspiration.

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

Honestly, none. No, I am not going to tell you to ‘touch grass’, but I really don’t need more tech. My CarPlay hardly works already, and my iPhone constantly overheats as I try to track miles for my dang S-Corp because getting paid 1099 is a pain in the ass, so you got to offset that shit somehow. Beyond that, I think the less techy we are in this industry the better. I know people like flashy stuff, but it feels like we’ve really lost the story. God bless all the young kids that are still just running around shooting skate videos on terrible little cameras and telling stories with nothing.

What product could you not live without?

Probably a handful given how turbulent the world is, but outside of sheer survival-related products, I would be a mess without my journal. I’m not trying to be cute, but I process every thought, feeling and creative idea by writing them down in real time.

What’s the best film you’ve seen over the last year?

A Bridge Too Far is a masterpiece. It captures the varied elements of WWII and D-Day through a bit of humour and from the perspectives of many of the different countries involved.

What film do you think everyone should have seen?

A Taste Of Cherry is up there. It’s a visual time capsule of 1990s Iran, and a masterclass in restraint. It’s always been a big inspiration for much of my own work. Long live Kiarostami.

What’s your preferred social media platform?

The preference would be none, 100% of the time, but Instagram has opened a lot of doors – and continues to – for me.

What’s your favourite TV show?

I am really showing my lack of hip media consumption here, but True Detective (yes, obviously the first season) really did it for me. It’s such a tremendous example of what two actors with chemistry can do.

What’s your favourite podcast?

I am not much of a podcast listener truthfully, but usually the BBC when I wake up.

What have you been most inspired by recently?

Deafheaven’s newest album, and the storytelling around it. I’ve worked on a longer-form piece of narrative film for them that ties into a few of the songs within the album and, man oh man, it’s unbelievable. It’s a privilege to work on something outside of the traditional music video, and I can’t wait for you to see it.

If you could only listen to one music artist from now on, who would it be?

Mgła all the way. The Polish 'black metal kings' do it for me. Much like Deafheaven from my previous answer, Mgła’s storytelling and musical prowess is just perfect in my eyes, and is a massive inspiration for what I do as a creative.

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

The singular thing I’d love to change is the fear we are feeling as vendors. On the agency front, fight for good creative. Lean in, trust your vendors to do what they do best and let them fly. Operating from fear will just create mediocrity.

Who or what has most influenced your career?

Heavy metal. The individuals within the genre have always pushed to standout from one another and have created this wild, sonic tapestry. It takes true courage and some insane willpower to push the boundaries of that genre, and it’s constantly inspiring to me.