Marco Caridad - Art Director

Q1: How long have you been in the advertising and marketing business? How long with Redline?

I started at a very young age, back home in Venezuela. I have always had a passion for fine art and theater. But when I said I was going to study Fine Art in college, my older brother advised that "You should have some skills you can use besides fine art alone." So, while I was studying, I began art directing some television commercials, and it was eye-opening—I could use my visual sense and skills in the business world, too. So, I got my degree in Visual Arts and then pursued my degree in Graphic Design to enhance my professional resume. Then, after I came to the United States a little over ten years ago, I kept studying and ultimately got a Master’s Degree in Design and Media Management. I'm thankful to my brother for his advice because all that experience and training helped me join Redline Media Group. I've been here three years now.  

Q2: What attracted you to Redline Media Group?

I was looking for a company that had strong values. And that's something that I found here. When I discovered on the website that the agency was Native-American owned, that connected with me immediately, because I have an Indigenous background, too. My grandfather on my father's side and my grandmother on my mother's side are Indigenous. The more I learned, the more I just felt like I needed to work here. There's a strong sense of belonging here.

Q3: What are you famous for?

People say that I'm incredibly optimistic. And sometimes romantic! Part of that is my artistic sensibility. I'm also passionate about giving back to the community, so much so that I'm the Vice President and co-founder of The One Club for Creativity, Miami Chapter, with our goal to recognize the excellence of visual art, advertising, and design in South Florida. I am also grateful for the national recognition and awards I received for my Infographic work—I was trained by the lead National Geographic Infographer and worked alongside journalists to create award-winning infographics for newspapers. We made studies showcasing how the government could better address potential catastrophes in the power grid or natural disasters. People also like to hear about how I was the Creative Director overseeing a 360-degree campaign to showcase Lenny Kravitz's brand Afrohead Rum.

Q4: Biggest achievement since being at Redline Media Group?

Being the lead on the team to create the Diversity and Inclusion branding for Hard Rock International. This program has been rolled out, and I'm glad to be able to continue to see the development of the branding and how it's being implemented in markets worldwide.  

Q5: When you think back over your time, what was the single most fun thing of which you've been part?

(Laughs) Redline is a company that tries hard to make sure there are a lot of fun activities to do. The most fun I've personally had has been participating in our Office Olympix. I've also organized myself and five other co-workers to start our own Redline Media Group Tennis Club. We play each week.

Q6: What is your biggest driver? What gets you up and going each day? 

Personally, I feel like I must learn and stretch my skills every day to feel like I am complete. What can I learn today, and how can I go over and beyond with what I have learned? Learning is a significant driver for me. I wanted to hone my copywriting and communication skills, so I actually wrote a book about how to develop your creativity through theatrical practices. It’s a Spanish language publication called, “Desarrolla Tu Creatividad Con Ejercicios Teatrales: Método Kayak.”  You can find it on Amazon right now! I also like to help; that is why I like to teach; some of my prior experiences as an Adjunct Professor have been at Istituto Marangoni and the Catholic University Andres Bello.

Q7: Biggest lesson you've learned in your current role?

I was just having this conversation with other Art Directors in the field while reviewing Portfolios at Miami Ad School. We noticed that the role of the Art Director changes depending on how things are done in any one particular agency. But here at Redline Media Group, I'm pleased to have learned that titles don't really matter. What's important is what you put into your work, how much you care about your company, the brands you represent—and most importantly—how you feel about the quality of the work you are doing.