My Creative Hero: Marcel Duchamp
David Sanchez is an associate creative director at Cheil Dubai. He started his career when he was 20 years old. Born and raised in Ecuador, he’s been living in the UAE for more than eight years. He has worked on international and regional campaigns for brands like Coca-Cola, McDonald’s, Dettol, and Heinz. Over the years, he has collected accolades from the region and around the world, including Cannes, Loeries, Dubai Lynx, Clio, and more.
LBB> Who would you say is your creative hero?
David> Marcel Duchamp.
LBB> How long has this person been important to you and what are your first memories of meeting them or coming across their work?
David> I remember studying at university when my professor introduced what he called the most influential piece of art of the 20th century. When he revealed Marcel Duchamp's "Fountain," I was initially perplexed. I had two choices: pretend to understand why it was art or genuinely question how an object could be art and influential.
The professor calmly asked us to imagine ourselves in 1917, a time when art focused on technique, paintings, and divine proportions. He explained how disruptive and mind-boggling it would be to see a mass-produced element labelled as art. He said it wouldn’t be impressive now because we’re used to seeing art like this, but this was the first time it ever happened.
I then came to learn how Duchamp not only created a piece that forced the world to redefine art but also orchestrated a plan to create controversy around his own work. He signed "Fountain" with a pseudonym and published the story in an independent journal he edited, essentially running a PR campaign for his artwork without the world knowing.
LBB> If it’s someone you personally know, how did you get to know them and how has your relationship evolved over the years? If you don’t know this person, how did you go about finding to learn more about them and their work?
David> Though I never had the chance to meet Marcel Duchamp, his story has stayed with me. I often reflect on his work as a benchmark for creativity. While breaking paradigms like he did isn't an everyday achievement, it makes me question about what I do: Is this disruptive enough? There's a clear distinction between pure art and advertising.
Duchamp didn't follow a marketing plan or get his work commented by marketing executives. Advertising borrows from art, but both aim to create something unique and memorable.
LBB> Why is the person such an inspiration to you?
David> I draw inspiration from all creators, across all fields, from YouTubers to musicians. Duchamp achieved what would be the equivalent of winning five Grand Prix in five different years in our industry. He changed culture and his field forever, inspiring generations to come.
Even though he was an artist, not a creative in an ad agency, every good creative I've met would love their work to have a similar impact.
LBB> How does this person influence you in your approach to your creative work?
David> Duchamp epitomises the reinvention and redefinition of a creative field. While his achievements may seem unattainable, we should always strive to replicate his feat. He created a new category within his field, akin to coming up with an idea in advertising that has no category, reference, or previous example. It's about creating something that feels simultaneously right and wrong, so innovative it disrupts norms.
LBB> What piece or pieces of this person’s work do you keep coming back to and why?
David> "Fountain" is the most iconic piece I keep returning to. Then there's "Bicycle Wheel," "L.H.O.O.Q.," and "Nude Descending a Staircase." Each of these works is iconic, reminding us that a single problem can have multiple solutions and that there are always various ways to approach or view things. They encourage me to break free from self-imposed boundaries.
When thinking of his work, I imagine Duchamp asking himself, "Why does it have to be this way? Why can't it be different? Who says art can only be this?" I apply this logic to my work whenever I can, to ensure I consider all possibilities.
