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Luckily, our early work for Pornhub served as a calling card for brave brands everywhere, and they started to reach out to us so we could apply that same fearless attitude to their campaigns. We had seen too many great ideas die on the vine because of overly cautious clients and agencies, and we didn't want that to happen here. And that’s when we realised the work we were doing on our own was much more fulfilling, so at that crucial moment we decided to take the leap and open our own shop.įrom day one, we had one driving principal for the agency: We didn't want to let fear hold us or our clients back from creating bold work. So we spent the next two years on nights, weekends and vacations building the brand strategy with some memorable campaigns while also putting in 60-hour weeks at the agency. Through a fortunate turn of events, Javi and I managed to land the Pornhub account while we were still working a day job as a creative team at a local agency.
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What gap in the market were you responding to? What was the founding motivation behind the agency?Īlex> Launching Officer & Gentleman was part dream and part opportunity. LBB> You launched Officer & Gentleman in 2014 after working in the industry for some time. I met my creative partner Javi Iñiguez de Onzoño and after a brief stint at CP+B, we had to make a choice between continuing to pursue our careers abroad, or staying here in Madrid – and we chose to stay, which is a decision I’ll never regret. And it was there where I discovered that advertising was so much more than I had been led to believe – and I fell in love with the job. While I was there, I found out there was a Miami Ad School in the city, so partly to continue my education and partly to have an excuse to stay in this amazing country, I signed up. My experience from day one has been of being welcomed with open arms and big smiles, so even though I was thousands of miles away from Miami, it felt like home. The food is out of this world and there’s always something to do but, as cliché as it sounds, it’s really the people that make the city.
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It’s a city of five million people, but it can feel like a small town. At the same time, I was looking for some adventure after so many years of school and part time jobs, so in 2008 I headed to Spain to enrol in an intensive Spanish program in Madrid for a few months. So at that point, I can honestly say I wasn’t all that excited to start my career. As I learned years later when teaching ad students, a lot of people come out of college with only a vague idea of what advertising really is, and I was one of them. LBB> What attracted you to Madrid as a place to work? Was there a culture shock when you first moved there from America?Īlex> After graduating, I was a bit lost. I remember, in one of my very first classes, one of my professors said something like: “Prepare yourselves, because this job is a whole lot of work, and very little pay.” Luckily, as I would find out later, it’s also a lot of fun. Then, when I was in college, I bounced around between a few different majors until I finally settled on advertising, which just felt like a good fit.
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I’ve always loved to draw and write, and I’ve always been a TV and comic book junkie, so looking back now it does kind of seem like destiny that I’d wind up in this industry. Growing up in Miami, I never knew what I wanted to do as a career, but my parents really encouraged my creativity and that’s something I consistently pursued. LBB> Tell us a little bit about your career journey - were you always creative? How did you get into the industry?Īlex> I think, like a lot of people in advertising, I just kind of fell into it. Alex has called Madrid home for well over a decade, with no intentions of changing that, saying that the move is a “decision I’ll never regret.” Today, Alex tells LBB about the Spanish consumers' need for “innovation, emotion, humour”, the strength of creative concepts coming out of Spain, and why seeing great ideas die due to fear was the catalyst to start his own agency.
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LBB spoke to Alex Katz about moving from Miami to Madrid, his start in the industry, co-founding Officer & Gentleman, and working with clients like Pornhub, HBO, Paddy Power, and Beefeater to name just a few. As part of that, over the upcoming months we will be spending time with some of the most exciting creative talent the country has to offer. %% $ %% %% $t('') %% %% $t('') %% %% $t('') %% %% $t('') %% %% $t('nav.Nouri Films, the Barcelona-based production and service company, has partnered with Little Black Book to sponsor the site’s Spanish Edition.