Marcos Kotlhar, Partner and CCO at Le Truc, on His 'Mutant-Grade Hearing' and Creative Philosophy

Marcos is currently partner and chief creative officer at Le Truc. Previously he was the CCO at Ogilvy N.Y., helping steer the agency, working with such clients as  Absolut Vodka, Audi, IBM, Zippo and the New York Philharmonic. Prior to that, Marcos was executive creative director at BBDO where he produced some of the agency’s most innovative work and helped implement new ways to evolve the creative department.

We spent two minutes with Marcos to learn more about his background, his creative inspirations and recent work he’s admired.

Marcos, tell us …

Where you grew up, and where you live now.

I grew up in Brazil—the land where even toy trains get Cannes Lions. I currently live in Brooklyn—the land where zero people care about Cannes Lions.

How you first realized you were creative.

I might be a late bloomer (still waiting for that moment to happen).

A person you idolize creatively early on.

Tibor Kalman, the original editor of Colors Magazine. Colors was like the print version of the internet in the early-90s. It was inspiring to see a designer in the role of global culture commentator.

A moment from high school or college that changed your life.

When I got accepted into The Cooper Union and moved to NYC on a full scholarship. That’s when I started taking academic life seriously. 

A visual artist or band/musician you admire.

Visual artist: I’ve been really into Japanese printmaker Hasui Kawase, for his simple yet powerful landscapes that not only transport you but also feel strangely familiar. He’s not super well-known, but is a major influence to many, including Studio Ghibli, the famed animators in Tokyo.

Musician: Prince, for being a genius and also playing every instrument on his recordings and doing it better than anyone else. 

A book, movie, TV show or podcast you recently found inspiring.

Any documentary by Adam Curtis, who builds some of the sharpest cultural narratives using B-roll from the BBC archives. TraumaZone, his latest series on Russia, is a masterpiece.

One of your favorite creative projects you’ve ever worked on.

“From Love to Bingo” for Getty Images. I had just switched from the design department to creative and was craving a big film brief that, obviously, no ECD in their right mind would give me. So, I reached out to Getty. The budget was not nearly enough to cover the hours needed for research and editing. So, my partner Sophie Schoemburg and I rolled up our sleeves and did it all ourselves. One. Painful. Image. At. A. Time. I legit was traumatized from navigating the Getty site. Thankfully, it paid off. It was one of the first Brazilian commercials to go viral. It picked up some nice awards, drawing attention to my portfolio. It became my ticket to start a new chapter of my career in the U.S. Most importantly, it encoded this “don’t overthink, do it” mentality that I still carry. We did it all again and made a second film the following year.

A recent project you’re proud of. 

Here’s two…

Publicis Groupe’s “Working With Cancer”–an industry-wide pledge to grant job security to employees who receive a diagnosis. I am proud of this one on many levels. First, for the impact it’s making on employees’ lives worldwide. It’s incredible to see a holding company so supportive. It’s also very personal, as I lost my mother to cancer a few years ago. 

Play

And here’s a Holiday ad we made for Snyder’s pretzels that uses one of my favorite insights ever:

Play

Someone else’s work that inspired you years ago. 

Everybody’s favorite ad: Guinness “Surfer” directed by Jonathan Glazer. I saw it on TV while visiting London, in a pub, holding a beer. My 20-year-old brain exploded to bits. I think Glazer does effortlessly the hardest thing ever: he creates images that are completely original. I’ve sent him countless scripts and he always ignores me. 

Play

Someone else’s work you admired lately.

This film: “Best Friends” from Uber One

This Animation: Channel 4 idents 2023

This brand: Teenage Engineering

Your main strength as a creative person.

Not having a traditional advertising background, I usually approach things from an unexpected angle. I also have mutant-grade hearing. I can hear things outside the human spectrum. I drive sound mixers insane.

Your biggest weakness.

I sometimes catch myself writing strategy slides. The worst strategy slides.

A mentor who helped you navigate the industry.

Marcello Serpa (a massive legend in Brazil) for teaching me how high to set the bar. My former partner Danilo Boer, who tap dances around the industry while most of us crawl. And Publicis chief strategy officer and Le Truc president Carla Serrano, for proving that if you’re not hands-on, you’re not a leader.

How you’re paying it forward with the next generation of creatives.

By trying to create a model that’s free from the forces that curb creativity. A collective with a flat hierarchy where young creatives can work with leadership on big projects. Free from politics and fears that can paralyze and swirl. With resources to experiment, prototype and create. I don’t mean to turn this into a plug for Le Truc, but I’m excited about what we’re building here. I think the young me would love working here just as much as the old me.

What you’d be doing if you weren’t in advertising.

DJ. Wait, that might be my mid-life crisis kicking in.