Creatives To Watch
In the kaleidoscope world of modern creativity, where trends shimmer and dissolve in an instant, a new vanguard is emerging. There are the young creatives whose work responds to the spirit of time and redefines it. We had the rare opportunity to dive into the minds of four trailblazing individuals crowned as Art Directors Club of Europe’s (ADCE) High Potential Creatives. These are their stories.
by Burçin Tarhan
ANA GABUNA
Ana’s path to the creative industry was anything but conventional. With a finance diploma and a background in data analysis, her passion for advertising was unexpectedly ignited by a guest lecture. “Since then, I knew that this is what I wanted to do,” she reflects. That same creative director would later hire Ana, setting her on a course of bold exploration.
Her breakthrough came with a prestigious scholarship to Miami Ad School in Berlin, where she honed her craft at top agencies like LePub Milan, LePub Amsterdam, BBDO Berlin, and JvM Spree. Each stop along the way added layers to her creative repertoire. “Every single person I met on this path has been my biggest inspiration,” she shares.
Data Meets Design
Ana’s transition from data analysis to advertising might seem unlikely, but she sees it as complementary. “I’ve always been drawn to structure and logic, and I find ways to bring that into my creative work,” she explains. Her proudest project, Earsafe, which earned a Future Lions award, exemplifies this balance. “We started from scratch, and it was a process that tested every part of me. But in the end, believing in the idea made it all worth it.”
Dreams and Challenges
Ana dreams of collaborating with Max Siedentopf and Jessica Walsh. “Max inspires me every single day with his creativity,” she says. “Jessica was the first person whose work I followed obsessively—and I still do.”
For Ana, embracing the unknown has been both the biggest challenge and the greates reward. “Not committing to just one thing has been tough —but it’s also what keeps me growing.”
KUNAL KHADE
For Kunal Khade, creativity isn’t just work—it’s a way of life. Born in India and now based in Amsterdam, his journey spans Mumbai, Milan, Vienna, New Mexico, and Berlin, each city shaping his artistic vision. With a background at Ogilvy and Leo Burnett, and award-winning campaigns at Cannes Lions and ADCE, Kunal blends global insight with emotional depth, crafting stories that transcend borders.
Kunal’s curiosity lies at the intersection of art, creativity, and spirituality, as he continuously explores how stories shape our experiences and connect us as humans. “Cities are my muse,” Kunal says. “Every place has its rhythm—the art, the architecture, even the people’s conversations can spark an idea.” Whether it’s exploring new places, meeting people, or finding creativity in the mundane, Kunal thrives on constantly refreshing his mind.
Solo Trip to Himalayas
In 2021, Kunal embarked on a 3,000-kilometer solo motorcycle journey through the Himalayas—an odyssey as much within as beyond. “The Himalayas teach you humility,” he reflects. “You realize how small you are in the grand scheme of things. It gave me a new lens to view my work and my life.” The vast, unpredictable landscapes taught him that nothing is permanent: “It reminded me to live fully in the present moment,” he says. The journey was humbling: a lesson in resilience, uncertainty, and the fleeting beauty of life.
His storytelling reflects that same depth. “Unseen Heroes” (2020) shed light on the invisible labor force behind global supply chains, while a 2021 campaign for a renewable energy brand proved that sustainability and humor can go hand in hand.
Among his creative inspirations? Spike Jonze’s Welcome Home for Apple HomePod. “The combination of profound insight and mesmerizing execution is deeply inspiring. It’s a perfect blend of storytelling and art, where every detail—from the choreography to the emotion—draws you into a world that feels both relatable and surreal. It’s the kind of work that pushes boundaries while connecting with audiences on a visceral level,” he shares.
The Rituals That Fuels Creativity
For Kunal, creativity starts with mindfulness—breathing exercises, coffee rituals, and time in nature keep him grounded. “I stay motivated by consuming content that stimulates my lateral thinking, dancing, staying hydrated, and simply appreciating life’s little moments,” Kunal shares. When creative blocks hit, he treats them like meditation: a walk, a sip of water, and a mental reset.
Despite his accolades, he stays a student of his craft. “Creativity is an infinite loop—the moment you think you’ve mastered it, you’re already behind.” And when he needs clarity? He finds it on the open road, where the rhythm of his motorcycle helps ideas take shape.
RIONA S. ROY
Born in India and now thriving in Berlin, Riona’s journey weaves through journalism, lifestyle TV, and the dazzling chaos of advertising. “A career in a creative field was something I always knew I wanted,” she says, “one that involved weaving words together in ways that could provoke, inspire, or simply delight.”
Her copywriting career began in 2018 at J. Walter Thompson, New Delhi, where she honed her storytelling craft. But her ambitions stretched beyond local markets—she craved work that was conceptual, culturally resonant, and globally impactful. That hunger, a quarter-life crisis, and a pandemic led her to Miami Ad School in Berlin. “I found equally hungry creatives and, in many ways, a second family,” she shares.
From there, Riona’s path took her to BETC Paris, LePub Milan, and BBDO Berlin, culminating in her current role at David+Martin. Along the way, she earned accolades like D&AD New Blood Pencils, an ADCE High Potential Creatives honor, and a reputation as a rising star.
Riona’s portfolio spans everything from medical cannabis branding to football club campaigns, but her most meaningful work taps into women’s experiences. “Don’t Look Back,” her campaign destigmatizing menstrual stains, remains a personal favorite. “It struck a chord with so many women in India,” she says.
She’s drawn to bold, authentic storytelling—citing Bodyform/Libresse, Apple Beats’ “You Love Me,” and The New York Times’ “Truth” series as inspirations. Beyond advertising, she admires Marina Abramović and dreams of working with Satyajit Ray, Stefan Sagmeister, Kim Gehrig, and Zadie Smith.
Inspired by Authenticity
Riona’s admiration for bold, authentic storytelling shines through in her influences—from the raw honesty of Bodyform/Libresse’s campaigns to the cultural depth of Apple Beats’ “You Love Me,” and The New York Times’ “Truth” series. Beyond advertising, she finds inspiration in Marina Abramović’s “The Artist Is Present” and dreams of collaborating with icons like Satyajit Ray, Stefan Sagmeister, Kim Gehrig, and Zadie Smith.
When it comes to her creative process, Riona is unapologetically practical: kickboxing, seasonal reading, and the occasional TikTok dive help her break creative blocks. “Sometimes, it’s about finding relief; other times, it’s where unexpected inspiration strikes.”
JOÃO PARREIRA
Born in Elvas, Portugal, and now based in Berlin, João describes himself as “a Portuguese creative who sometimes makes music, plays piano, takes long walks, designs for fun, and scrolls Wikipedia.” A collector of unusual instruments and a self-proclaimed “wannabe cook,” his passions are as eclectic as his talents.
His journey began with a copywriting internship at VMLY&R Lisbon, but his creative awakening came in Berlin at Miami Ad School. “It was a leap into the unknown,” he recalls. That leap led him to work in Milan, Amsterdam, and Berlin, culminating in his proudest achievement: Earsafe, the Future Lions-winning campaign at Cannes. “Starting over after weeks of work taught me resilience. Seeing it come to life—and going to Cannes—was surreal,” he shares.
Inspired by Everyday Passions
For João, creativity is never confined to a single medium. Music, visual art, and even esoteric knowledge shape his design process. “It’s fascinating how an obscure concept in music can unlock something in my design process, or vice versa” he says. The best ideas, he insists, come from the unexpected—whether it’s experimenting in the kitchen, wandering Berlin’s streets, or diving into Wikipedia rabbit holes. “It’s the small, random things that spark the best ideas,” he laughs.
Simple rituals keep his creativity flowing: running, reading, and always carrying a notebook. “Ideas don’t wait,” he says. When stuck, he resets with a walk or a conversation with his partner, Ana. “Sometimes, fresh air and a good chat are all you need.”
If there’s one piece of art João wishes he had created, it would be Brian Eno’s 1/1. “It’s simple yet constantly evolving. It feels timeless, like it’s always existed,” he muses. His dream collaborators? Eno and Portuguese designer Braulio Amado—artists who embody the fearless creativity he admires.
Lessons From the Unpredictable
João’s career began during the height of the COVID-19 pandemic—a time of collective uncertainty. Starting out while working remotely was challenging, but João found unexpected advantages in the solitude. “It forced me to be more introspective, which ended up being strangely beneficial,” he explains.
