How did working in advertising teach you to deal with creative frustration?

Dealing with creative frustration Okay, straight to crisps, food represents me, nice.

How did working in advertising teach you to handle creative frustration?

We're off to a strong start. I don't remember...Let's see, where do I start?

I think, in the end, advertising is a constant trial and error,because when I worked in advertising and had creative directors,ultimately, wow, presenting an idea was the absolute motivation of the day.

And you had maybe spent days, hours, even just a morning,and you would explain it excitedly, like: "This is the idea I'm all in for." Suddenly, in a second, that creative director could shoot the idea down, and it was like: "Okay, let's start over." So I think it's always been a career of trial and error, ultimately,that's also the fun of it and easing that frustration.

And it's fine, we move on and go back to the same idea.

Can I eat this afterwards?I studied Advertising and Public Relations, and even during my degree,I felt some frustration, because I knew perfectly well that I wanted to work in digital advertising.

And just in third year, we had a subject about digital media,where we literally learned about banners.

Nothing else, I mean.I finished the next year and I was doing advertising for digital media that had nothing to do with my four-year degree.

I was like, what do I do?Even in the degree, some of the creativity lecturers,it's like, I don't click as much as with the production professor,who I feel will teach me far more about the creative department than the professor who actually works in that field.

And it was like, this weird mix of those four years,I don't think really helped much with what I want to do in the future.

Let's move on.My last internship at university was very well paid for that time, and it was really tempting,because I was earning €1,000. It was like, "Wow, great." It wasn't a creative role, but in account management,and I went: "I'll take it, now I want to earn money." I learned a lot, but mostly what I didn't want.

When you're really sure you want to be a copywriter and suddenly you are on the phone talking to clients all day, it's like, wow,this is burning me out, let's try to make a change. And I thought:"Let's try to save as much as possible from this salary,to pay for a master's focused on creativity." And that's when I decided to treat it like a bootcamp,give it my all.

At that creativity school there were awards every three months for the best projects. Out of three courses I did, I won two.

And for me that was the biggest thing I could have back then,like: "Look, I want to do creativity, and I'm not bad at all." Great, right?

I got my first internship at one of the top five agencies in Spain.

And suddenly I was like, wow, I'm such an ad geek, I love this.

I love that ads still make me cry to this day, because I think,dang, among the whole team behind it, for it to reach an audience and move people like that, there's some amazing work.

I wanted to be 100% part of that.And suddenly I found myself in an agency, fully aware I wasn't going to get the best jobs,which I only wrote copy lines .

And I was like, ah! this is getting a bit far from what I've always wanted to do.

It's true that from that agency, I take with me having written a set of GIFs.

I mean, we had to think of GIFs for Messi.I know there's a GIF out there on Twitter that Messi made for a Lays campaign.¿A coincidence? But Messi did do something I wrote when I was in my early twenties, and it's exciting.

What lifelong lesson have you taken from your work in advertising,for what you're doing now?

I think the biggest lesson is living with that constant frustration,like, wow, nothing ever turns out how you expect, nothing's ever that perfect,but at least it's done.

There's a quote, I can't recall who said it, that went:"Done is better than perfect." And it's so true, when we get really frustrated at Código Nuevo, like, "We can't do it all," "This piece didn't turn out great" and so on, it's like, "Girls,we still managed to release ten pieces this week.

Perfect, they might not all be amazing, but the work capacity that made it possible is great.

So it's like, well, we learn to deal with that little frustration, but we never let the wheel stop turning.