Today we’d like to introduce you to Alexander Esguerra.
Born in California, raised in NYC, his parents were both artists and designers alike. Alex joined the U.S. Air Force in 2000, serving overseas in Germany until a scholarship at Parsons School of Design brought him back to NYC. After completing his BFA in Industrial Design, Alex spent the last 12 years working in various fields — from product design at IDEO, experiential at Mother New York, interior architecture at Champalimaud Design, content at Wondros, and branding and graphic design between it all.
Ten years ago, an experiential art project called Love and Paint brought his work into the media spotlight. What started as an art show to capture the physical act of love through paint and canvas in private settings quickly spread to include 12 exhibitions from NYC, LA, London, and Nicaragua. Currently, it has shifted into an e-commerce company that sells kits for couples.
Amongst this Alex became a creative partner at Malai, an Indian-inspired Ice Cream company based in NYC, and is currently a VP, Group Creative Director for the Westcoast of Jack Morton Worldwide. It’s here where he develops experiential activations for clients such as Facebook, Instagram, Uber, Hulu, eBay and so on. Looking forward, he is assembling a brick and mortar urban experience for dogs and dog lovers in DTLA.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I always love to say I’ve hit rock bottom so many times I should pay rent there. It has never been smooth but then again that’s what makes the journey so exciting. I think for those that lack the financial resources from the get-go, actualizing their ambitions can be daunting and for many a show stopper. The most challenging part aside from financial resources is mental bandwidth. After working a full-time job and/or multiple side jobs your brain and body are spent.
However, that’s the time you need to actually turn on, wake up and start cranking away if you want to execute an idea. Lastly, I like to say dreamers never sleep. Sounds funny, but life and sanity balance aside, it’s important to realize the road will be long, arduous and take turns we never saw coming, but if we don’t truck through it, we’ll never know.
Ohh, and Instagram has helped big time. Before it, all the press and buzz around your project vanished within days. Now we direct people to their handles and the follower growth builds off each other and that seemingly one-off press moment lives longer through social currency. I often wonder where I would be if only I had the gram back when Love and Paint was taking off.
Jack Morton Worldwide, Love and Paint and Malai Ice Cream – what should we know? What do you do best? What sets you apart from the competition?
I often struggle to articulate what I do when people ask. Aside from my full-time career and side companies/hustles, I paint regularly. My art looks like brain dumps on canvas, but if you have a twisted since of beauty then you might dig them.
Jack Morton Worldwide
Create immersive brand experiences on a global scale for the world’s leading brands from Uber at Art Basel to the opening ceremony of the Olympics. 80 years old, JMW has been mastering experiential before it was coined such.
Love and Paint
If you’ve remembered Lady Gaga’s cover of V Magazine covered in paint you know us. Love and Paint provide everything you need to create your own abstract love painting safely and privately. Safe, private — and above all else — fun, Love and Paint is the first at-home romance-art kit to bring couples together creatively, through art. The paint washes off, but the smiles never do.
Malai Ice Cream
An Indian-inspired ice cream company that draws inspiration from globally-sourced whole ingredients, aromatic spices, and unexpected twists on old classics. Our super-premium ice cream is handcrafted, eggless, and churned with very little air, resulting in purer, more robust flavors, as well as the lightest, creamiest textures you can find.
What moment in your career do you look back most fondly on?
I recently helped our team win the Cannes Lions Festival activation for Facebook and Instagram so being there this past Summer was a bit surreal.
Mostly though, I love that now that I’m fortunate enough to oversee a large creative team where I can share my knowledge and give opportunities to those that have that spark or attitude that I admire. I love dropping creatives into the deep end and giving them chances to shine and expedite their career path. Our teams are the best part of us and we should treat them accordingly.
- Website: http://alexanderesguerra.com
- Email: firstname.lastname@example.org
- Instagram: @alexesguerra
- Other: https://www.youtube.com/watch?v=RQhGgjIR2nE