At the end of the year, the Latvian Art Directors Club (LADC) announced some changes: from next year the club will be open not only to agencies but to all creative professionals, members will be able to attend regular lectures, and a new LADC website has also been launched. These and other changes will be implemented by a new team, with Kaspars Eglītis, partner and executive creative director of TBWA\Latvia, as the new LADC president. In the Nice Touch section, Kaspars talks about a certain phenomenon that helps him restart.
«The coolest thing in my life is kiteboarding and the wind itself. You go out into the streets, and you see people struggling against the wind, turning their umbrellas the other way, and papers that have not been properly thrown away flying through the air. At that moment, I usually look romantically up into the treetops, trying to determine from which side of the sky it is blowing today and how hard. The wind is a kind of a glitch for society — it shakes us out of our daily routine, where we tend not to raise our eyes on the way to the daily tram in the morning. I think that is why we all need the wind.
But what I like most is the «orange warning». At that moment, I go to catch the wind at sea. How fantastic it feels to be steering through the waves and controlling this enormous force of nature. The wind teaches reverence, responsibility, and being present. Then I come out of the sea, and I feel restarted — alive to the core and ready to create again.»
Kaspars Eglītis is a creative director with extensive experience and has been working in the advertising industry for more than 17 years. Since 2020, he has been leading the creative work of TBWA\Latvia and is a partner of the agency. Kaspars and his team have won numerous awards for excellence in advertising, working with companies such as McDonald’s, Luminor, Accenture, and others. Alongside creative concepts, Kaspars enjoys creating images, both moving and still.
Since the end of November, Kaspars has been the president of the Latvian Art Directors Club. In 2025, the LADC will undergo a series of changes: the club will be open not only to advertising agencies but also to smaller studios and to creative professionals; LADC will also host regular lectures and international exchange programmes. The club will continue to organise the ADwards festival of creative excellence and will also offer a new format for the LADC Advertising School for new talent.
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