In the world of advertising, words hold incredible power to move hearts and minds. For Leonardo Aravena, an award-winning copywriter from Santiago, Chile, creativity is more than just a career—it’s a lifelong passion. His work for prominent brands such as Pepsi, Dove, and Mobil, along with his recognition at the prestigious Cannes Lions Awards, has solidified his reputation as a force to be reckoned with in the industry. I had the pleasure of sitting down with Leonardo to learn more about his journey, creative influences, and what drives him to push the limits of storytelling through advertising.
Adana Vincent: Leonardo, thank you for joining us today. Let’s go back to your roots—where and when did your journey begin?
Leonardo Aravena: Thank you, Adana. I was born in Santiago, Chile, in 1991. I’ve lived in Santiago my whole life, except for a brief period when I did a school exchange program in Tarrytown, New York. It was a great experience that opened my eyes to a different world, but Santiago has always been home.
AV: What inspired you to become a copywriter?
LA: I’ve always wanted to tell stories. I loved words, books, ideas, and cinema from a young age. Initially, I wanted to be a filmmaker, but when a friend suggested advertising, I realized it could be the perfect fit. It was a way to merge my interests, connect with people, and explore different media. Once I started, I knew I’d found my place.
AV: What made you choose copywriting over other roles in advertising?
LA: During my studies in Strategic Communication and Branding, I realized copywriting was my calling. Turning words into ideas felt powerful. A professor encouraged me to pursue this path, and as I began working, I understood it wasn’t just about talent. It’s about honing your craft, learning from mentors, and pushing yourself to create memorable ideas. Copywriting lets me explore many facets of creativity, from scripts to campaign concepts.
AV: You’ve worked on some impactful projects throughout your career. What has been your biggest achievement so far?
LA: I’m proud of winning the Bronze Lion at Cannes in 2022 for “The Legacy of Tomiii11,” a campaign we created for the Nuestros Hijos Foundation, which supports children with cancer. It was the culmination of months of hard work for a cause I truly believe in. Early in my career, I also won the Grand Prix at the ACHAP Festival in Chile for “El Otro Lado de la Historia.” It helped put me on the map in the industry.
AV: Those are impressive accolades. What influences or inspires you in your work?
LA: Inspiration can come from anywhere—movies, music, art, or even a good conversation. I’m inspired by filmmakers like Coppola, Scorsese, Hitchcock and Chilean directors like Pablo Larraín. I admire how they create worlds that resonate emotionally. In advertising, I look up to legends like Ogilvy and Lee Clow and draw inspiration from contemporary creatives in Latin America and Spain.
AV: Can you tell us more about your creative process?
LA: My process varies depending on the project, but I usually start by questioning the brief. Is this really what needs to be done, or is there another angle? From there, I think about the tone and brainstorm with my team. Once we land on a concept, I develop a creative idea and work with the team to bring it to life. I also allow myself moments of free-flowing creativity without constraints—those often produce the best ideas.
AV: What has been the biggest challenge in your career so far?
LA: The 2020 pandemic was a huge challenge. We were in lockdown for nearly two years, and adapting to remote work was tough. We had to reinvent our processes and find new ways to keep the creative energy going. But I was fortunate to have a supportive team, and we managed to produce some great work despite the circumstances.
AV: Looking ahead, what are your professional goals?
LA: I want to keep creating work that’s relevant and inspired, but I also want to challenge myself in new markets, like the United States or Europe. I’m curious to see how my skills translate in different cultural contexts, and I believe it would be a valuable experience to broaden my creative horizons.
AV: What advice would you give to someone looking to break into the field of advertising?
LA: Work hard—there’s no substitute for it. Identify your strengths and weaknesses, and don’t be afraid to ask for help where you need it. Focus on finding opportunities that help you develop your talent. Money and recognition will come, but you need to be in a place that values your creativity and lets you grow. Most importantly, don’t let insecurities or criticism distract you. Believe in yourself and keep pushing forward.
AV: What keeps you motivated to continue creating and evolving?
LA: It’s the possibility of discovery. Every new project is like turning the page to a blank chapter—you never know what you’ll uncover or how it might impact others. That excitement of creating something new and the chance to inspire and connect is what drives me. My philosophy is simple: stay curious, keep learning, and always strive to tell a story that makes people pause, even if just for a moment. Those moments of connection and reflection make all the hard work worthwhile.
Leonardo’s journey is a testament to the power of resilience and dedication. Through his work, he’s shown that impactful storytelling isn’t just about creativity—it’s about understanding people and the subtleties that connect us. As he continues to evolve, his vision serves as an inspiration to those seeking to make a meaningful impact in the industry. His success proves that with the right balance of talent and tenacity, words can do more than communicate—they can leave a lasting impression that fosters genuine connections.
Interview by Adana Vincent