What would I modify: Chloe Saintilan, R / GA

As part of the CR series, which examines what changes creatives would make to their industries after this enforced embargo, we speak to Chloe Saintilan, Senior Creative at R / GA New York

Originally from Australia, Chloe Saintilan gained her advertising experience at agencies like Republic of Everyone and TBWA Sydney before moving to the US in 2018 and joining R / GA New York as Senior Creative. She has been there ever since, working across projects that ranged from a music video for a Grammy-winning artist to a Matchbox car celebrating a female racing car champion for Mercedes-Benz.

The pandemic certainly didn't stop Saintilan's creative phase. Since the lockdown began, she has worked on a series of reactive campaigns for some of R / GA's key customers, while also starting a new company, Merch Aid, to help small businesses that are being forced to close or make significant changes to their stores Business models.

Here, Saintilan talks about the challenges of bringing a new business to life remotely, how it has adapted to the madness of the lockdown workload, and why the pandemic is changing the advertising industry for the better.

Go to lockdown We had several major productions in the works. One of them was supposed to be shot at a giant baseball game that apparently went out the window as soon as Covid really started, and the other had to fly to lots of places too, so both were immediately put on hold. Immediately we were working from home, getting used to working exclusively through Slack and Zoom, but also trying to keep up with all of those letters coming from brands that needed to act on what was going on. It was about getting started right away and quickly learning how to use these tools to keep business running as usual.