With a master in Anthropology, introductory classes in advertising, and refined copywriter skills in various hip agencies - Circles collab being the latest, Teodora was the recipient of a resounding Silver in the Young Lions Eurobest competition, a couple of years back, alongside Andrei Popa. Out of 25 teams from all walks of industry life enrolled @TheAlternativeSchool’s 2024 edition to solve the 3 competition briefs aiming for a Young Lions spot, the duo did it again, winning a place in the Design category. 

To check Teo’s pulse, read the interview below.  

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

When it comes to advertising? In my mind, briefs are like maths equations, and I have to admit that I quite enjoy finding a solution, in this case, an original tension that fits well until the end. But in general, like any Gen Z, I place a lot of emphasis on my personal life; it makes me happy to be in a situation where I have a good work-life balance, like I am now. 

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

All children are creative. Role-playing games, inventing situations, giving extraordinary functions to ordinary objects. What is actually special maybe about me is that I have preserved a bit of that creativity and refined it as an adult.

3. BEST CONTEXT EVER FOR INSPIRATION WAS 

People and conversations with all kinds of people, any people. I'm not saying anything new, but for me the most important skill in advertising was that I immersed myself in multiple worlds. I've been to fancy parties and to the stadium, I talk with my neighbours in the building and with my classmates from the master's program. Everyone has something interesting to say and everyone has good stories.

4. THE PROJECT YOU LOVED MOST 

I wouldn't say that I have a favourite project so far, but rather a category of projects that I enjoy when they come to me. I'm referring to those where advertising is done by 'letting go of the brand' and focusing on a social insight, communities or art, preferably without too much bullshit.

5. THE PROJECT OTHERS LOVED MOST

 The people around me, especially those outside the advertising industry, get excited about musical projects, but aren’t we all excited these days? In the movie 'Demolition Man,' there's a scene where the characters, having arrived in the future, discover that people now listen to only commercial jingles on the radio; normal music no longer exists. Let's hope we don't end up there. :))

6. THE BEST THING ABOUT LOCAL CREATIVITY IS

 I think all the flaws that Romanian society has, and that we generally don't like, are the ones that generate creativity and contrasts, and personally, I like that.

7. BEST STATEMENT OF LOCAL HUMOR 

Just like above, the everyday flaws or finding humour in misfortune. Most people have it. Like some nights ago, I ordered a Bolt cab and I got a Tesla with the plate number “GPL”. Like that.

8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES 

Adaptability maybe?! There are few creatives who get to work on huge budgets, so they manage to generate creative products even so.

9. BEST PLACE IN BUCHAREST

In any garden, in the summer, with a local DJ playing music in the background. Also, the park in my neighbourhood is nice, IOR, a place where you can still sunbathe in a swimsuit by the lake.

10. BEST PLACE IN ROMANIA

Wild beaches where you can camp, like 23 August or Vadu, and also plenty of mountain side villages, more or less traditional.

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

I guess the negative label of “Eastern European” misleads people into thinking about us as backward or more isolated from an informational and cultural point of view, compared to the western countries.

12. ROMANIA SHOULD BE KNOWN FOR 

Being still a nice canvas where you can do so many things. For yourself and others.

13. YOUR VIEWS ON SPIRITUALITY 

I am at the point where I look at different forms of spirituality with a curious eye. I guess ever since I graduated Anthropology my views on spirituality changed and gained a rather social perspective. But what I don’t like for sure is people who judge or mock other people's spirituality and “don’t understand why they believe such a thing”. That’s just stupid.

14. YOUR VIEWS ON MONEY 

I love money. Money is good. Money should not be left aside for the sake of “passion”. And something related to the industry: you cannot charge creative work hourly. A creative idea can come in 5 minutes, but is the result of maybe years of accumulated culture and knowledge. 

15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE 

Books: for me its anthropology books and fiction, but not those rated with “New York Times Bestseller”, that’s usually a red flag for me. And I don’t find advertising books necessarily inspiring. 

People on social media: don’t isolate yourself in a bubble, follow people with whom you don’t relate and don’t like (politicians, influencers, local celebrities).

Movies: European movies, always follow local festivals for suggestions and new movies. A genre that I feel like it’s less known is social documentary, like the ones from Astra Film Festival, IDFA, Doc.Berlin. Mubi is a platform where you can find many. 

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

I knew the answer right away, it’s Felicia Simion, Romanian photographer and I would say also ethnographer. Love her work and her attitude towards her work and the world. 

TEODORA’s bio:

Teodora is The Exes Copywriter, the team competing in TheAlternativeSchool’s most recent module and qualifying for the Young Lions design competition happening next week in Cannes. She kicked-off her career in ADC*RO School and continues to learn through her everyday work at Circle’s Collab, her current agency.

Her curiosity towards the world took her forward to the Master’s of Anthropology, where she gained more insight into everyday life and a more social perspective to introduce in the campaigns. 

In 2022, together with her Art Director, they won Silver in the Young Eurobest competition, out of 87 teams. Following this prize, Young Cannes Lions is the next station to challenge their joint creativity.

Note: The cover picture is signed Manole Sava, Green Mind Studio.