MANILA – Working behind the scenes of some of the country’s most memorable campaigns is Mike Sicam, Executive Creative Director of OgilvyOne. adobo magazine sits down with this creative to talk about Superman, furniture, his dream wardrobe and melted faces.
1. What does design mean for advertising?
Design by definition is a creative solution, whether functional or visual, for a user in mind. Design is inherent in what we do in advertising since we also deal with specific consumers to communicate ideas. Design is a way of delivering our ideas to make it memorable to our consumer.
2. Any standout campaigns you remember that shows this?
Share A Coke. It’s a good example of how design breathed new life into an iconic brand. Packaging design was intrinsic to the campaign. It’s also a testament to the power of graphic design in building a strong brand. Despite not showing the name, the red and white swirl carries all the feelings and imagery we have towards Coke.
3. What is your favorite font and why? Do you encourage your art team to design custom fonts?
I’m embarrassed to admit that I like Arial (hahaha). Maybe because it was so accessible at the time I was learning the computer way back when, and everyone I knew loved Helvetica.
It’s not a perfect font I know, but somehow the simplicity helps me in my thought process when making decks. However, I don’t ever encourage my team to use it at all in art direction. That would just be a sign of laziness.
4. What architectural structure or piece of furniture do you admire and appreciate?
I discovered mid-century modern furniture when I was in school through a friend. From that period, I admire Eames’ molded plywood chair. Mainly because of the form and the use of the material. There’s a version of the chair that has a heart-shaped hole. A bit cheesy, but I thought that little detail gave the chair a sense of humor.
5. What can we do more as an industry to promote good design?
As an industry, we should never undersell design. Because all that obsessing matters. Making things simple/pleasant/friendly is a lot of hard work.
To other designers, be open-minded and inclusive. We’re all on the same boat.
To students, be experimental. Learn from the best, but develop your own approach. Always push the boundaries of what design could possibly bring.
6. What is your fashion brand of choice? If you were asked to redesign your usual wardrobe or outfit, what would it look like?
I recently learned about decision fatigue from one of our Planners. It’s the effect on mental energy when faced with too many options. If I could redesign my wardrobe, it would have to be a basic uniform. Something I don’t need to spend mental energy thinking about. One look for all occasions. Similar to Steve Jobs but with lots of hidden pockets for all the loose change I carry.
7. Can you pick a design element or product that reflects Philippine design ingenuity?
The Barong. It’s uniquely Filipino. It uses local materials and it’s functional. Visually, there’s a lot of room for personality. It’s also very telling of our attitude as a people – we’re laid back, breezy and easy-going.
8. Which superhero has the best-designed costume?
Superman. It’s iconic. It’s not very attractive, but I guess that’s what makes it memorable. Plus, that combination of blue, red, and yellow. Who would dare think of designing that these days?
9. If you are into gaming, which game has the right look and feel to keep the players hooked?
Sadly, I’m not much of a gamer. Being a creative, though, I do feel a lot of pressure to be into gaming. I have horrible hand-eye coordination.
10. What is your most often used emoticon? Design a new one.
The emoticon I use the most: the “thumbs up”.
My emoticon? The Facemelt. One you use when faced with amazing design.
Mike Sicam is the Executive Creative Director of OgilvyOne Manila. He is a Product Design graduate of Art Center College of Design.
