McCanners of New York: Maria Useche
Welcome to 'McCanners of New York', a series that delves into the lives of the talent behind McCann New York's greatest work. Featuring employees across departments and various roles, this series is an exploration of their personal stories, side-hustles, passions and the projects they cherish.
'McCanners of New York' offers a glimpse into the lives of these talented advertisers, showcasing both their professional and personal journeys.
In this edition, we’re getting to know Maria Useche, art director, McCann New York.
Q> Why did you decide to pursue a career in Advertising?
Maria> I pursued a career in advertising because it offers a platform to amplify voices and advocate for causes important to me, including immigration and community empowerment.
Q> Are there any campaigns that really helped shape this interest for you and informed your pursuit of this career?
Maria> I started as an intern at McCann, and during that time, I was able to work on an intern-led project that centred around supporting immigrants who are on the path to citizenship for the client Hornitos. We leaned into my lived experience and pitched a 'Border Bar' to reunite families, inspired by my 10 years of not being able to see family during our path to citizenship.
Q> Outside of work, do you have any personal interests or hobbies that you're particularly passionate about? Has this hobby/passion influenced your work in advertising at all?
Maria> Outside of work, I own a small print shop called Raíces Berracas where I create pieces inspired by my Latin experience. This personal passion has influenced my professional work by infusing it with authenticity and a deep connection to the communities I serve.
Q> Tell us more about how you’ve been able to connect with local non-profits. Is there any work you’re particularly proud of from these collaborations?
Maria> My print shop Raíces Berracas, which translates to Brave Roots, has allowed me to start making work that directly relates to my Latin heritage and audience. As my audience has grown, I’ve been able to connect with non-profits across the country to work on design projects like website and merch design.
Q> Can you share a project or campaign you've worked on that you're particularly proud of?
Maria> One project I'm particularly proud of is 'The Beauty Of…,' a Visual Podcast for Ulta Beauty. This project showed me for the first time how a simple conversation can have a significant impact on sensitive topics. We were tasked with creating a space for meaningful conversations, which led us to make a podcast that touched on topics like Fatness with Virgie Tover, Girlhood with Dylan Mulvaney, and Menopause with Stacy London. These conversations were designed and researched by the team to bring a range of perspectives when inviting guests on the podcast. I was incredibly proud to work with a remarkable team that had the ability to create the space for such inspiring work.
Q> What advice would you give to someone aspiring to pursue a career in advertising, especially at a large agency like McCann?
Maria> To aspiring advertisers, especially at large agencies like McCann, I'd advise staying true to your values, honing your craft, and never underestimating the power of collaboration and empathy in creative work.
Q> What is your favourite area in NYC and why?
Maria> Brooklyn Bridge Park is my favourite! It's beautiful with great skyline views. I love roller-skating there - it's the perfect escape in Brooklyn.
Q> If you could recommend one hidden gem in NYC that not many people know about, what would it be?
Maria> A hidden gem in NYC that not many people know about is El Museo del Barrio, a museum dedicated to Latin American and Caribbean art and culture. It's a treasure trove of inspiration and history. I hope in the future I can be more involved in a project that has a Latin point of view at its core and I can use the museum as a resource to inform it.
