What have in common an exquisite musical education, arts and humanities competitions and social media talent, leading to viral results ? Apparently a lot. Mara Lacatus, half of the winning digital team competing @TheAlternativeSchool’s Young Lions competitions on Invizibilii.ro’s behalf is the answer. Mara is a marvelous mix of Hercule Poirot kind of instinct for the relevant insights, combined with a remarkable retina and flair for the unexpected. Probably her time in Paris, studying Luxury marketing and interning for Prada Beauty had a word to say in her taste, evolution and way of thinking-feeling. Let’s dive into Mara’s world with the hearts wide open. 

1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?

I love creating things – be it content or campaigns - that have a powerful story behind them, to integrate details with meaning, that may not be so obvious for everybody, but when you discover them, they make you go “oh!”, like when you guess the clue in a mystery. 

2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY 

I think I started showing my passion for learning and creating in a very early stage – when I was less than 2 years old, I knew all the alphabet, so my parents took me to a Romanian TV show to test it out in front of the whole country. I learnt how to read very early, I loved to read fantasy books, and later, to write crazy stories as my homework. I think that shows I’ve always loved to tell stories one way or another. 

3. BEST CONTEXT EVER FOR INSPIRATION WAS

I always feel inspired when I travel, no matter where it is. There is something about getting out of your routine that makes your brain reboot. You get out of your normal flow and enter another one, where new ideas and possibilities come easier to you.

4. THE PROJECT YOU LOVED MOST

It’s hard to choose, but the first one that came to my mind was the time I was doing my internship in Paris, for Prada Beauty, a brand owned by L’Oreal Paris. It was something different for me because I was working in a part of marketing I’ve never seen before – product development. I think that was the moment when I truly saw how luxury brands integrate their storytelling and their DNA in everything that they launch, and I was able to put it into practice myself. I think it was so special because I was working on the Make-Up line (being a make-up lover), which launched only 2 years after I left – so I knew all the insights before it saw the light! I look back at that time and cherish everything I learned from my coworkers!

5. THE PROJECT OTHERS LOVED MOST

I would say that a project that I did all by myself – creating content and managing the social media pages of a music academy in Bucharest - @academiadaiasahia (another big passion of mine), because of the great success and virality that succeeded, especially on TikTok. It gave me a lot of confidence in my skills. 

6. THE BEST THING ABOUT LOCAL CREATIVITY IS

That it gives foreigners such a unique perspective on the place they are visiting or even on life. It takes you out of your bubble and opens another world of creative opportunities. 

7. BEST STATEMENT OF LOCAL HUMOR

Romanian humor is based on irony, sarcasm and self-deprecation and at some point, it might get a bit dark. After all, we have a special dessert to eat when someone dies!

8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

Don’t underestimate them! Romanian creatives are, I would dare to say, smarter than average. They are very passionate, hard-working and involved in their work, but they want their work to be valued accordingly. 

9. BEST PLACE IN BUCHAREST

I love the Romanian Atheneum – especially inside. When I used to sing, it was always my favorite scene to be on, but not only – every part of that building is special. The backstage, the changing and rehearsal rooms. The concert hall itself is breathtaking and shows the resilience, talent, seriousness and passion that Romanian people have.

10. BEST PLACE IN ROMANIA

Romania is very underrated; it has so many beautiful views. If it’s your first time here, Sinaia might be a nice and easy place to start and learn more about Romanian Royalty, enjoy the mountains and eat some traditional food. If you are willing to explore more, I think the Apuseni mountains, and the Danube Delta are places that will truly surprise you. 

11. MOST DISTURBING CLICHÉ ABOUT ROMANIA IN THE MEDIA OUTLETS OF THE WORLD IS

I think many times Romanian people are associated in the media outlets with criminal activities, social issues or the country is seen as a dangerous place. I realized after traveling to both more & less economically developed countries, that Romanian is a very peaceful and calm country. By contrast, Romanians are some of the most hospitable people.

12. ROMANIA SHOULD BE KNOWN FOR

Romania should be known for its innovative minds – from Henri Coanda, the aviation pioneer, to the many talented contributions to the global tech scene that we have nowadays, for hospitality, resilience, hard work and the untouched natural beauty.

13. YOUR VIEWS ON SPIRITUALITY

What you think you become. And it’s never too late to become what you might have been. 

14. YOUR VIEWS ON MONEY

They come and go. You need to know how to manage them, but don’t let them manage you. 

15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE 

As young creatives, we sometimes let ourselves be ruled by emotions and passion and struggle finding discipline. I think one of the first books that changed my perception on discipline is “Atomic Habits” by James Clear. I feel it gave me courage to do the things I was holding back. 

16. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT

I think Tammy Lovin and Christina One are 2 great examples of talented female artists, both integrating the newest digital technologies in their content, but in a very different way. 

In 2024, the Digital team representing Romania in the Young Lions competition is empowered by Invizibilii.ro, a platform dedicated to vulnerable communities, helping people to break the ceiling of instability and reach out for their materialized potential.

BIO:

Mara, a dedicated 25-year-old Social Media Specialist, works with two Romanian luxury brands in the perfumery and beauty sector. Her journey began at a young age, when she started playing the piano and joined the Romanian Radio Children Choir, the most esteemed children's choir in the country. Throughout her youth, she participated in various contests and Olympiads in Romanian language, mathematics and piano, fostering a unique blend of creativity and discipline.

Mara holds a bachelor's degree in Advertising from the Faculty of Journalism and Communication Sciences at the University of Bucharest and a Master’s degree in Project Management from the Faculty of Communication and Public Relations at SNSPA. She started her career as a PR Assistant for a Romanian PR Agency. During her second year of the master's program, she participated in the Erasmus program in Paris, where she studied Luxury Marketing at one of France's most prestigious universities. This experience was a pivotal moment in her career, leading to an internship with Prada Beauty as a Project & Product Manager Assistant. This opportunity provided her with invaluable insights into the intricacies of marketing and product creation within a luxury brand.

Currently, Mara works for Obsentum and Delirium, two Romanian luxury brands specializing in niche perfumery and beauty, where she serves as a Social Media Manager and occasional content creator. In addition to her professional commitments, Mara manages an independent project for a music academy, where she developed their social media presence from scratch, achieving consistent viral success. Her multifaceted experience and dedication reflect her passion for both luxury marketing and social media.

Note: Mara's interview was visually documented with backstage photos from the photoshoot, signed Manole Sava, Green Mind Studio. He is the photographer behind the official pics for #TheAlternativeSchool winners cohort, 2024.