We were lucky to catch up with Bernardo Dalla recently and have shared our conversation below.
Bernardo, thanks for joining us, excited to have you contributing your stories and insights. What’s been the most meaningful project you’ve worked on?
Throughout my life, my intuition has guided me towards connecting with like-minded individuals, leading me to direct projects involving cultural icons such as Jack Box and the legendary Snoop Dogg – that D-O-DOUBLE-G – as an Art Director at TBWA\CHIAT\DAY Los Angeles. The natural synergy between these two icons, blending smooth rhymes with bold flavors, birthed the unforgettable “Dogg in Tha Box” campaign.
What’s the best way to sell Munchie Meals? Well, hire the guy who always has the munchies. This partnership was more than just a collaboration; it was a convergence of late-night legends, SoCal kings, and munchie icons.
The campaign’s genesis began when Jack Box, the fictional CEO of Jack in the Box, posed a question to fans: should he hand the late-night keys over to Snoop? The resounding yes paved the way for the launch of Snoop’s Munchie Meal and a 360 campaign that seamlessly integrated Snoop into the Jackverse.
But we didn’t stop there! We elevated the partnership to new heights by giving Snoop his own Jack in the Box.
We fueled our days by asking the questions we advertisers love the most – the “What if…?”. On a daily basis, we utilized that particular question as a source of inspiration for our creative process, such as: “As a CEO like Jack, what if Snoop Dogg takes over a Jack in the Box, creating a…Dogg in tha Box?”, “What if we Snoopify all the menu?”, What if we invite lowriders to stop by? What if we invite graffiti artists to draw artwork with the community? What if we pick up Snoop from his latest gig? and many others that started to populate our daily thoughts.
From rewriting menus in Snoop’s signature slang to inviting lowrider clubs, and graffiti artists to create with the community for a weekend-long celebration, every aspect of the campaign embodied collaboration and creativity. Besides the unique merch pieces referencing the 90s and the whole decor, you could actually order THA D-O-DOUBLE-JACK, DROP IT LIKE IT’S HOT COFFEE, OH! YOU’RE HEALTH NOW, and 68 more items, “Ya Digg”?
“Dogg in tha Box” wasn’t just a brand activation; it was a cultural phenomenon. It transformed a Jack in the Box in Inglewood, CA into a weekend-long “Snoopification” extravaganza. The store experience, complete with Snoop-inspired decor and exclusive swag, became a celebration of LA culture. This authenticity and connection resonated with audiences, making it one of Jack in the Box’s most successful campaigns to date.
Ultimately, “Dogg in Tha Box” showcased the transformative power of authenticity and connection in advertising and culture. It wasn’t just about selling Munchie Meals; it was about forging genuine partnerships and creating meaningful connections with the community. As an art director, being part of this project reaffirmed my passion for the intersection of art, music, food, and commerce, reminding me of the exhilarating possibilities that lie within creative collaboration.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hello, readers! I’m Bernardo Dalla, an Art Director driven by a fervent passion for creativity and innovation. For the ones who know me, I am a very excited and positive person because I truly believe tomorrow will be a better day. I have always found a way to break an expectation and present something else. Later in my life, I discovered that this is the essence of a creative person, a very strong characteristic of an advertiser.
One very important factor that influenced my way of thinking was to living with the family I had, while my father was a Lawyer, my mother was an architecture and artist, so I am definitely the combination of both sides of the brain, one side to create and think, and the other to make it happen. And besides that, I grew up looking at and embodying art, expositions, and, most important of all – sailing on the ocean – as it makes you think above the horizons.
Transitioning into advertising felt like entering a realm where creativity flourished and I could fully do what I love. I embarked on a personal journey to carve my niche in advertising and cultivate an Art Director’s portfolio, which is something that you constantly work on. I began my career through education, graduating from Miami AdSchool’s Portfolio program and earning a Master’s degree in communications/advertisement from Florida International University (FIU).
It just didn’t stop there as you have got to keep improving and refining the ideas and campaign. The good part is that when you keep showing up and doing your best, people and institutions start to recognize you!
As an art director, my passion lies in developing concepts/ideas rooted in cultural insights – I called it culture engineering – ensuring that every visual element remains consistent and captivating throughout the entire creative journey. Overall, my motto is – let’s make it happen! I am willing to produce the assets as well, so when needed, I will solve the problem by either finding the best design, editing the video, or adding motion graphics. There is nothing that we can’t do or learn, so my eyes are everywhere to make it happen.
How about pivoting – can you share the story of a time you’ve had to pivot?
I believe the most expressive situation that I had to pivot happened in my career.
How can someone who starts in law school end up filming, creating, and editing advertisements?
My journey into the industry began by developing extra projects aside from the law studies exams and assignments.
With the eagerness to create and do something different, I initially founded a student association called the Junior Enterprise as a volunteer work at my college.
In the Jr. Enterprise, I was in charge of the marketing department to expand its presence and growth on the campus and further clients.
I started loving this venture, as I was growing, learning, and connecting with various people from different levels.
Surrounded by opportunities, I felt a compelling call to craft designs, produce videos, and inspire others for business, friends, and family. Though unconventional, this realization underscored the belief that everyone’s journey is uniquely their own, urging me to fully embrace this newfound direction.
This is the reason why I discovered my passion in law school – it was there I tried the most things, getting it right and wrong on designs and videos. Every project was an experiment to try something new.
During this time frame, I was also a part of my family business development of a coworking and conference business, and backed up by my creative steps I also took over the marketing and communications department, bringing storytelling and fantastic visuals to the brand.
Ultimately, most people would recognize me as an advertiser, designer, and video editor which made me think – “What If… I start an advertisement carrier”?
After graduating in Law, transitioning into advertising felt natural. From day one of my career, I was inundated with advice on how to break into the industry—but I had to embark on a journey to carve my niche in advertising and develop an Art Director’s portfolio because getting to this point isn’t that easy – you got to work, think, get feedback and make sure those ideas work.
Following my graduation from Miami AdSchool and FIU, I delved deeper into understanding the industry’s pulse. Collaborating with fellow graduates, I engaged in solving competition briefs, particularly for prestigious platforms like the One Club and D&AD. These exercises honed my skills in devising creative business solutions, leading me to develop solid and innovative ad campaigns that stood out in the competitive landscape.
Step by step, I kept building up and showing up, going from agency to agency finding the right people and places to connect. If you’re anything like me, you understand that chasing dreams is a journey of progression. It starts with that initial step, then we ascend stairs, scale mountains, or venture wherever our aspirations lead us, embracing the limitless possibilities ahead.
What do you think is the goal or mission that drives your creative journey?
My goal is to help clients bring their visions to life through captivating visuals and compelling narratives. One of the key problems I solve for my clients is translating complex briefs into a solid idea and concept that is visually engaging content and resonates with their target audience.
I am against following a trend for the sake of following it. Our human nature is intended to follow a group of people to keep in motion and connect, out for other reasons, of course, but advertisement is like culture engineering, so I focus on looking out into current moments and trends that tie to the brand and brief we are working for a great solution, in that way we can show up much more authentic and with a purpose and reason behind, which is what this current moment is all about – the purpose of actions.
With all of that said, like a maestro of culture, I tune into the rhythms of the present, harmonizing trends and moments that echo the essence of the brand and the essence of the brief, orchestrating a symphony of innovation and connection.
Contact Info:
- Website: https://bernardodalla.com
- Instagram: https://www.instagram.com/bernardodalla/
- Linkedin: https://www.linkedin.com/in/bernardodalla/
- Youtube: https://www.youtube.com/@Bernardodalla