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Mentoring for Isabella Ortíz & her Comanda Visual Studio
Project Type
Creative Mentoring
Date
From February 1 to April 15, 2024
Buenos Aires
Argentina
Role
Creative director
Tags
Branding, Storytelling, Writing, Art Direction, Creative Consulting, Project Management
I was always of the idea that, in order to instruct, you had to first learn and then achieve. As if the quality of your work and its good results were what enabled you to educate... How wrong I was! Until one day Isabella came and taught me how to teach.
I felt a great contradiction with my career because I used to put everything on the same scale: objectives, relationships, challenges, changes, achievements, failures, dreams fulfilled, dreams broken, gains, losses, low and highlights, trips, nails, crazy things, quilombos , works of art and real shits... The average was always an unpleasant technical tie. He had a problem and it wasn't with my route, but with his interpretation.
And being in front of Isabella, listening to her, understanding her and designing a plan to help her, gave me the missing angle to find grandmother's jewel: faith in oneself. Because it was the only thing she was missing, and at the same time it was my key to transmitting to her in 2 months everything I learned in 20 years by good means and not by good means. And that's what my creative advice was based on for her and her new personal project Comanda Visual Studio, aka CMND.
So, that faith we had translated into a plan that had it all: well-defined talent, a good background, a SMART objective, clear challenges, established resources, stable contacts and suppliers. There was a lack of a theoretical framework, a structure and a modus operandi, which we refined in each of the 14 meetings we had. Magic and good ideas appeared along the way, and the final result is full of them, but I think the best thing was to dedicate a good time to the diagnosis, so that Isa can externalize everything and not have a single buzz left in her head. There we realized how to organize the project, what tools to use and what we had to get down to earth in order to have a good back and forth with the different players of the project.
In times of confusion, when she felt overwhelmed or the transition with the “old Isa” became longer in time, we repeated like a mantra: “you are in control and you are clear about where you are going.” And meet to meet, doc by doc, week by week, we cover every edge of the project, recording everything with the very useful tl;dv AI and relying on Notion to organize the tasks and their deadlines.
After the background and diagnosis, we worked on his personal story, the story he would build from this great change and what his leadership role would be when launching CMND. Then came how he would tell it and on what channels, and of course what his business model would be in this new stage as a solo artist. There came a time when consulting had become everything in one: a diagnosis, a business plan, a strategy, an action plan, a timeline, a brief for a designer, a photographer and a video maker, a storytelling, a launch campaign and a working method in itself… Exactly what I wanted at the beginning of everything, although I didn't really know how to do it nor was I sure if I could provide mentorship like that.
In short, we worked on this consultancy during the months of February, March and April 2024, while Comanda Visual Studio officially saw the light on June 3, 2024, achieving everything we had set out to do and more, according to the brand new visual strategist Isabella Ortiz.
For my part, as Creative Director during that time I was mainly responsible for:
➜ Professional and market analysis.
➜ Monitoring and coordination of the project in general.
➜ Feedback on each brief for collabs in design, photo and video.
➜ Support via email and WhatsApp throughout the entire process.
➜ Development of the business plan, communication strategy and action plan.
➜ Curation of the personal story, storytelling and art direction of the brand.
If you checked any, maybe we should chat.