Maddy Kramer from LatinWorks: Total Market opens many doors to the use of universal insights

Maddy Kramer, Interactive Art Director at LatinWorks, draws inspiration from her experiences when making a creative piece. In an interview with PRODU she says that being at the forefront of of technologies helps in the making of spots.”I was lucky to live in many places“ (Argentina, Miami, Sweden, San Francisco, NY, LA and Austin) where I learned from many different cultures.From each of those places I draw inspiration to solve the next brief. I am always updated regarding technology and that also helps. For me, advertising never ends. During all those years I was also interested in other projects: I have been volunteer in nonprofits, courses, hackathons, etc. All this adds when drawing new ideas”. She makes it clear that Total Market does not condition creativity. “I think Total Market opens a lot of doors to the use of universal insights. At the end of the day, there is nothing nicer than seeing a commercial, regardless of which language its in, that speaks directly to you. Last year I was lucky to be in Cannes as Young Creative and, in the awards of the Film category, I saw how people from all over the world, applauded the Argentinean Coca Cola Ad, “Being parents”, enthusiastically. There I understood that if your insight is real, there are no barriers to stop you from transcending to any part of the world.”