Our exploration of the brilliant minds on our jury continues, and this time we’re highlighting a creative leader who has spent over two decades shaping the future of the industry. From groundbreaking professional accomplishments to personal reflections, our Q&A series offers an exclusive look at the individuals behind the decisions.
In this fourth installment, we proudly present Lulo Calió, Chief Creative Officer and founding partner of Togetherwith, a trailblazing independent agency network with offices spanning Buenos Aires, Mexico, Louisville, Miami, and New York.
What's your favorite branded video content?
One of my favorite pieces of branded video content is a documentary I had the privilege of watching exclusively at the Cannes Lions Festival 2024. It was for L'Oréal and titled "The Final Copy of Ilon Specht." The film explores the legacy of Ilon Specht, the radical creative genius behind the iconic "Because I'm worth it" tagline for L'Oréal Paris. Her fearless approach reshaped beauty standards and empowered women worldwide, leaving an indelible mark on the advertising industry and beyond. The film powerfully reminds us of the enduring impact that bold, meaningful creativity can have when paired with a brand's purpose.
What's your favorite book?
My favorite book is "The Woman Destroyed" by Simone de Beauvoir. It's a poignant, profoundly honest exploration of aging, loss, and identity. The book delves into women's emotional struggles at different life stages, offering a profoundly empathetic and thought-provoking perspective on resilience and self-discovery.
How do you unwind after finishing a big project?
Doing something that doesn’t demand anything from my brain - purely mechanical and manual. It could be fixing something, watering plants, or any simple activity that helps me disconnect and reset.
What's your personal mantra or motto in the industry?
My personal mantra is rooted in one core principle: honesty. For me, honesty goes beyond simply telling the truth - it's about being intellectually transparent and ensuring that every idea, strategy, or solution truly serves the brand's best interests, even if it means taking risks or saying "no" to something more accessible or more profitable.
Trust is the foundation of solid and lasting relationships with clients and teams and can only be achieved through honesty. This mindset drives me to deliver the right solutions, not just the convenient ones, ensuring authenticity and integrity in everything I do.
If you could work with any brand, which would it be?
Without a doubt, it would be Nike. It's the brand of all brands - the ultimate benchmark in creativity, storytelling, and cultural impact. Of all the major brands, it's the only one I haven't had the chance to work with, making it even more special. Nike's ability to inspire through innovation and bold messaging is unmatched, and collaborating with them would be a dream come true.
