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Meet Christopher Caparro of Siltanen

Today we’d like to introduce you to Christopher Caparro.

Christopher, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My creative career started with skateboarding. I worked for Gordon & Smith in the 90’s, built a creative portfolio, then transitioned to traditional advertising. It was a natural transition because the agency I was working for was handling a few other action sports brands at the time. From there, I jumped from agency to agency until landing where I am now.

Has it been a smooth road?
Anything but smooth. Having been in the industry for the last 25 years I’ve been several, what we call, meltdowns that have greatly impacted my business as well as the industry as a whole. The dot.com bubble, the 2008 crisis and now Covid-19 pandemic has really taken a toll on things.

Please tell us more about the business.
I work for Siltanen. I’m a creative director working on a variety of client projects. I specialize in branding and identity but basically do every type of marketing traditional and/or digital agencies offer. I think what sets me apart from most creatives is two fold; the ability constantly be learning and adapting and the second is simply getting in and getting my hands dirty. The creative process is really messy and non-linear. You have to dive in head first and explore a variety of paths to find the right solution to any given project.

How do you think the industry will change over the next decade?
It’s totally shifting, constantly. Larger traditional agencies are most likely going to go away. The remainder will be divided into two groups. Companies building in-house teams or small rogue groups that are hired guns that can be located anywhere in the world. If the Covid-19 pandemic has taught us anything, it’s that we don’t all need to be in the same location to be get the work done.

Contact Info:

  • Address: Siltanen
    353 Coral Circle
    El Segundo, CA 90245
  • Website: www.siltanen.com
  • Email: chris.caparro@siltanen.com
  • Instagram: caparro__

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