Method Breakdown: Marcello Serpa
Serpa is one of the few creatives worldwide to receive both the Clio Lifetime Achievement and the Cannes Lion of St. Mark.
The complete breakdown goes public on April 13, 2025.
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Marcello Serpa
Marcello is the former owner and creative director of Almap/BBDO.
Before retiring from advertising in 2015, he was honored with The Clio Lifetime Achievement Award and the Lion of Saint Mark Award at Cannes—the two most significant recognitions a creative can receive in the advertising industry.
Marcello’s approach to art and creative direction shaped an insane amount of memorable work.
Some of His Work
Volkswagen: Double Check / Havaianas / Pepsi: Surfers / Pepsi: Beckham / Volkswagen: Dog-Fish / Getty Images: 85 Seconds / Volkswagen: Sign Language
This interview was recorded in São Paulo for Method Studio Season One.
Method Breakdown
We distilled Marcello’s method into 37 bite-sized videos, neatly organized across 5 key areas of creative development. Enjoy.
1. Creative Psychology and Resilience
2. Creative Concepting
3. Presenting Ideas
4. Craft
5. Creative Direction & Leadership
1. Creative Psychology and Mental Resilience
2. Creative Concepting
Here’s the link for John Cleese’s talk that Marcello references in the clip above.
3. Presenting Ideas
Craft
5. Creative Direction & Leadership
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