CREATIVE DIRECTOR
GAF, PARSIPPANY NJ
Three-time David Ogilvy Award Winner Carlos Caicedo knows the power behind a compelling story. After all, he did begin his advertising career as a writer. Born in Colombia, Carlos studied the humanities before finding his calling in design. Through honest, authentic visuals and an ability to speak to the heart, he creates narratives that make meaningful connections with consumers. Carlos called industry giant Ogilvy home for 25 years, working on such brands as American Express, Cotton, Hershey, and Deloitte. For the past 13 years, he’s been Head Creative Director of the inhouse agency at GAF, North America’s leading roofing manufacturer. During his tenure, Carlos and the creative team have won multiple GDUSA awards. His other awards include the Clio, Effie, London International Award, and Art Directors Club of New York Award. When he’s not directing national campaigns or inspiring designers, Carlos continues to craft his own story as an accomplished fine artist and photographer, with paintings and photographs being shown across the globe. In 2019, his series “The magic world of paper” received a Silver Award from Graphis, and his photography of pencils won a Gold award at the Trierenberg Super Circuit in Linz, Austria.
THE FUTURE OF THE GRAPHIC DESIGN BUSINESS?
The future is bright. The future is NOW. The need for people who can express a concept with fewer words and pictures that connects with an ever-changing audience is more critical than ever. Something that hasn’t changed, though, and never will, is the power of ideas. And nothing can replace the efficacy of emotions attached to them. For those in the field, the gap between the Art Director and the Designer is closing. It’s a trend we all welcome. Opportunities are there for all to seize.
WHERE WERE YOU BORN AND WHERE DO YOU LIVE NOW?
Bogota, Colombia / Chatham NJ
DID YOU GO TO DESIGN SCHOOL?
A DESIGN HERO?
Herb Lubalin
FAVORITE SOCIAL MEDIA?
Facebook
FAVORITE TELEVISION BINGE WATCH?
The Marvelous Mrs. Maisel
FAVORITE PODCAST?
NPR’s Fishko Files
FAVORITE BOOK?
Don Quixote by Miguel de Cervantes
FAVORITE MOVIE?
8½ by Federico Fellini
FAVORITE FINE ARTIST?
William Turner
FAVORITE CAUSE/CHARITY?
ARC
FAVORITE FREE TIME ACTIVITY?
Photography/Cycling
IF YOU WERE NOT A DESIGNER?
Photographer
