2 Minutes With … Alex Romero and Gastón Gual of GUT Amsterdam

Alex and Gastón are creative directors at GUT Amsterdam. They began working together 8 years ago in Buenos Aires for brands such as Stella Artois, Globant and Coca-Cola, before moving to the Netherlands. 

We spent two minutes with Alex and Gastón to learn more about their background, their creative inspirations and recent work they’ve admired.

Alex and Gastón, tell us …

Where you grew up, and where you live now.

• Alex: I grew up in Buenos Aires, which can be quite fun because there’s always something unexpected happening. Now I’m in Amsterdam, and so far it seems to work under the same premise.
• Gastón: Born and raised in Buenos Aires, one of the many cities that claims to “never sleep”—but it took a nap every few days. Moved to Amsterdam. First time living abroad!

How you first realized you were creative.

• Alex: When I failed every class in school except for the ones that were about art, reading or writing. 
• Gastón: When my schools started making dances and events and everyone kept coming to me to do flyers and communications, I started thinking that maybe there’s something to it.

A person you idolized creatively early on.

• Alex: Werner Herzog or Jake Phelps
• Gastón: I always tend to remember and praise the work more than people. I remember wanting to be like Mike Tyson when I was a kid.

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

• Alex: I was at university about to enroll in a journalism program. When I was walking up the stairs, I ran into an advertising teacher who invited me to have coffee. I guess he changed my mind.
• Gastón: When I got out of there! Jokes aside, I think it’s actual field experience and putting what you do out there that gets you chiseled into who you are.

A visual artist or band/musician you admire.

• Alex: I’ve been into Wet Leg but, I will always admire Donald Glover as a creative. Also, I’ve been listening to Eastern European Orthodox Church choruses.
• Gastón: Justice and the whole French house era taught me how to be cool at the time. Also, I know it’s controversial now, but Kanye was inspiring as a visual artist.

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

• Alex: Last year, I read The Devil in the Kitchen, Marco Pierre White’s autobiography. Also, I loved Aki Kaurismäkiki’s film Fallen Leaves.
• Gastón: How Do They Do It? and the whole golden age of Discovery Channel.

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

• Alex: “The Artois Probability.” It made us dive deeply into art history and have talks with historians. It forced us to learn about Flemish painters and European culture.

• Gastón: “Stuck in Consultancy” for Globant. 
   

A recent project you’re proud of.

• Alex: I’ve been helping a friend of mine with his art collective movement—an editorial publication/clothing brand.
• Gastón: I started a brand of silverware. It is interesting to see how you apply something you do every day, like building a brand, to a personal project. That applies to art direction, design and conceptualization to actual physical objects.

Someone else’s work that inspired you years ago.

• Alex: Definitely Spike Jonze’s “Girl Skateboards” videos. Each brand and skater had their own personality, built by music, editing style, photography and directing. My mind exploded along with that ladder they blew up for Mike Mo’s switch-flip.

• Gastón: Anthony Bourdain. This man gave me my love for cooking. He taught me to mix everything you see to create something new and to look for flavor in the most unknown corners of the world. The best food is often the simplest, just like the best ideas. Industry-wise, I would’ve loved working at Cliff Freeman & Partners.

Someone else’s work you admired lately. 

• Alex: Pia Riverola’s photography, Pablo Rochat, Robert Eggers—and advertising-wise, I really liked Samsung’s “iTest.”

• Gastón: Liquid Death makes me pumped to keep trying to build a brand as cool as that one. Actually, I’d love to do something with them. Also, a special mention to MSCHF, those guys are creative activists.

Your main strength as a creative person.

• Alex: I care a lot about ideas and about making them happen, so I go far to make them live.
• Gastón: I care less. I try to make ideas work without forgetting what they are: advertising ideas. If selling mayonnaise is not fun then what is? I believe that’s what makes us a good duo.

A mentorwho helped you navigate the industry.

• Alex: Ammi, Mati, Lorenzo D’Angelo, Gus, Mia, Ana, Fran and Mario, Greco and Gamba. 
• Gastón: Also our friends Don Diego Melfi, Manu Fernandez de Luca and Emi Adams.

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

• Alex: This might be a cliché, but I try to help creatives develop their own style rather than copying what has been done or what’s going to be approved by bosses or clients.
• Gastón: Anyone looking for an internship?

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

• Alex: Writing and starving. Unless someone I knew owned a little place and could feed me for free.
• Gastón: I always dreamed of having a restaurant. Maybe I should start with a small coffee place.