At the core of Mexico City's vigorous creative scene is Ricardo Acuña, Art Director at Vvorkroom and multi-hyphenate Creative. In our conversation, Ricardo shares his journey through the realms of art direction, branding, and photography. With a career nurtured by human connections and a community-driven approach, Ricardo unfolds the essence of building a meaningful professional network and creating with a human-centric perspective.
Building a Professional Network
Ricardo, your career grew out of the community you’ve built. How have these relationships influenced your path?
"My journey has been incredibly organic, thanks to the tight-knit creative community that surrounds me. Starting from my first job, each opportunity led to another, not through formal applications but through genuine human connections. It was the people I met and collaborated with who shaped my career. This natural flow of opportunities, nurtured by sincere interest and mutual respect, has been the cornerstone of my growth in the creative industry."
Starting from my first job, each opportunity led to another, not through formal applications but through genuine human connections. It was the people I met and collaborated with who shaped my career.
The Human-Centric Approach
You emphasize a human-centric approach in your work. How does this philosophy manifest in your projects at Vvorkroom and in your photography?
"Our philosophy is simple: treat every project, and every client interaction with the same level of care and attention you would give to a dear friend. It means we dive deep into understanding the needs, dreams, and contexts of our clients. In photography, it's about capturing the essence of moments and narratives, going beyond the technical to tell stories that resonate on a personal level."
Persian Apothecary, by Ricardo Acuña and Vvorkroom
What's your approach to building and nurturing your creative network?
"Building my creative network has been a process, driven by honest interest in the humans I worked with. I often end up making lasting friendships with clients and collaborators. It’s about being open to learning from others and reaching out with authenticity, which has been key to building a supportive creative community."
Treat every project, and every client interaction with the same level of care and attention you would give to a dear friend.
You also run Apartamento 8, a residence for culture & friends. Tell us more about it.
"Apartamento 8 is my own apartment that I open up for friends from time to time. We watch movies and eat together. When I host these gatherings, often some people join who I don't know personally but through common friends. By inviting everyone to my home you create a special setting that gives space for interesting conversations, conversations that maybe wouldn’t come that easily if we were in a public space like a restaurant."
ILIA, work by Ricardo Acuña
Know whom to ask
Many creatives struggle with determining the right price for what they create. How do you determine the value of your work?
"Valuing creative work can be complex, but I've found that open conversations with fellow creatives about pricing and project valuation are incredibly helpful. Whether it's photography or branding, understanding what others in your community charge helps set a benchmark. At Vvorkroom, we also consider the tangible and intangible investments we've made—be it in technology, education, or our unique experiences. This collective wisdom and the transparent sharing of insights ensure we value our work fairly, acknowledging both our artistic and commercial contributions."
Conclusion
Ricardo Acuña's journey is a narrative of how human connections can shape and empower a career in the creative industry. By prioritizing genuine relationships and a human-centric approach, Ricardo illustrates that at the heart of every successful project lies the power of collaboration, understanding, and mutual respect.
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