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Inside Voices

Leonardo Arcoverde, SVP, Creative Director, Area 23

Juror Leonardo Arcoverde is an award-winning creative with a decade of experience turning briefs into ideas that win clients, launches and the occasional trophy. Now serving as SVP and Creative Director at Area 23, he’s worked across everything from cars to cancer drugs and is a proud member of The Academy of Interactive & Visual Arts. A full-time dad and part-time geek, Leo is also a photographer and comic strip artist. As a juror, he believes great work “passes the mirror test”, holding up something real that makes people nod, laugh or feel seen.

What does a typical day look like for you?
As you grow into more senior roles, like ACD, your mindset shifts. You’re still the creative you’ve always been, but now you’re also thinking about the business of advertising and the managing people side too. My mornings kick off with status meetings, team check-ins, and a flood of emails and headlines. From there, it’s reviewing projects nearing deadlines, jumping on whatever fires pop up, and carving out time to turn raw ideas into something tangible whether written, sketched, or storyboarded.

What’s your dream project?
Honestly, it’s a cliché: “always the next one”. I love what I do, and I don’t believe in “boring” projects. To me, every brief is an opportunity: either it challenges you to develop something new and learn in the process, or it opens doors to the “exciting” ones.

What keeps you curious?
What keeps me curious? Culture. Everyday life. The stuff outside advertising. I’m always watching, reading, listening, because that’s where the sparks come from. The world out there feeds the work in here.

What’s the secret to connecting instantly?
Find the truth—whether it’s cultural, behavioral, or emotional. People connect when they recognize something real, something that feels authentic to their lives.The secret is holding up that mirror in a way that makes people nod, laugh, or even get goosebumps—because they see themselves in it.

What’s the first thing you look at when you view an entry?
Craft. How well it’s put together says a lot. And then, surprise—those little unexpected touches that make me lean in and want to see more.

How do you recommend packaging up an entry for The Communicator Awards?
Think of it like telling a great story. Don’t just show the work—set the stage, but get to the point. Set up the challenge, show the idea, and highlight the impact—without over-flourishing. Judges see a lot, so make it clear, concise, and easy to appreciate why your work stands out.

 

Well Said.

 
Don’t wait to show your work to industry leaders like Leonardo. The Early Entry Deadline is tomorrow, Nov. 7th! Enter now to take advantage of preferred early pricing.

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