2 Minutes With … ScienceMagic Global CCO Gabriela Scardaccione

Gabriela Scardaccione was a founding partner of Madre in Buenos Aires, and moved to London in 2017, rising to become global creative director and the global voice of the Mother family. In June 2022, she became global chief creative officer at ScienceMagic, a London-based creative group focused on connecting brands and talent to their communities.

We spent two minutes with Gabriela to learn more about what drives her, and how the quest to seek and defend great ideas plays a role in her life.

Gabriela, tell us…

Where did you grew up, and where you live now.

I grew up in Buenos Aires and I now I live in London, my favorite city in the world.

How you first realized you were creative.

When I got my partner and I in at Mother London back in 2000. We had to pretend we were students as they didn’t have space to hire a senior team. That was the first proof that being creative pays. ?

A person you idolized creatively early on.

Carlos Bayala, my ex creative and life partner. And Susan Hoffman, now one of my best friends.

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

Getting into the Nacional Buenos Aires, the best school in South America. 

A visual artist or band/musician you admire.

David Hockney.

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

Lost Connections by Johann Hari. I found it extremely relevant for the times we are living now.

Your favorite fictional character.

Don Quijote de la Mancha. It’s a fictional character that you can’t help but love and wish were real.

Someone or something worth following in social media.

I don’t have one. There is a lot of noise, as if people can’t stop talking.

How Covid-19 changed your life, personally or professionally.

After Covid-19, I left Mother after 21 years. It felt the same as when I left Buenos Aires, my home. Covid-19 gave me the perspective I needed to see it’s never too late to start all over again.

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

My own version of Mother, Madre Buenos Aires. It wasn’t only about the campaigns we created, but the culture, the team and the relationships we built. It was a dream project.

A recent project you’re proud of. 

I am not proud of any recent work, so you’ll need to wait for that. It’s coming!

Someone else’s work that inspired you years ago.

Olafur Eliasson’s exhibition at the Tate, especially the replica of his research wall in his studio—a wall full of printed things of the stuff he cares about. I am in the process of building my own wall at ScienceMagic.

Someone else’s work you admired lately.

Uncommon’s ITV work. I love that campaign.

Your main strength as a creative person.

Being grounded and being a good person who only wants good for the world.

Your biggest weakness.

I am way too passionate. That plays against me sometimes.

One thing that always makes you happy.

People in general. And my son. He’s the best expression of happiness.

One thing that always makes you sad.

How unfair the world is.

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

I would be an architect. I am a builder. I love building stuff.