Fernando Del Rosario
The office of Fernando Del Rosario looks much like the spaces of other working professionals - complete with desk, computer, books and worktable. However, there is one major difference - the abundance of toys.
"About 99 percent of my time is spent working on the Mattel account, mostly conceptualizing and creating television advertisements that air during cartoons," said Del Rosario of Young & Rubicam (Y & R) in Irvine, Calif. "I often feel like Tom Hanks' character from the movie 'Big' because I spend so much time playing with the toys weâ€™re advertising to get the creative process rolling. It's a fun job, very rewarding. And at the end of the day, I'm getting paid to think, create and produce ideas. I get to use my brain constantly."
Although much of Del Rosario's work is centered around boy toys based on popular television programs and films, such as Yu-Gi-Oh, He-Man, Naruto and Batman, he also works on campaigns for Matchbox and Hot Wheels.
"We're currently creating on a three-spot package for a line of Hot Wheels toys that are being launched in 2008," Del Rosario said. "It's one of our most aggressive concepts yet.
"And, since we're such a large agency, most of us bounce around on projects. I've had the opportunity to contribute to campaigns for Lincoln, Mercury, Jaguar, Land Rover and Sony as well as assist with new business activities and give pitches to potential clients."
Del Rosario, who also teaches senior level courses in marketing, design, campaign
development and advertising at the Art Institute of California (Orange County), started preparing for his career by completing the graphic design program at CCS.
"The College provided me with the necessary tools I needed to jumpstart my career," said Del Rosario. "I learned how to think conceptually about projects and to use the software and technology to execute those concepts.
"I often find myself reiterating many of the lessons and ideas I learned at CCS to my students. That alone is testament to the quality of instruction I received and the extent that what I learned has affected my career."
While he was taking classes, Del Rosario worked as a production assistant and studio artist at Pangborn Design (Detroit) and was hired just before graduation as an IECP artist at Campbell Ewald (Warren) where he keylined, produced and conceptualized print and outdoor advertising campaigns for Chevrolet. He moved to California two years later to work for WCJ (Irvine) where he art directed multiple packages of in-store marketing/promotions for Taco Bell and served as lead creative on their "Star Wars Episode 1" promotional partnership. He also worked as an art director at Y & R and then as a senior art director at BBDO and Warner Bros. (Burbank) before returning to Y & R in 2004 to accept a senior art director position.
"It's been a challenge to stay on this roller coaster of a profession," laughed Del Rosario. "One of my instructors at CCS compared advertising to the experience of riding a train. I still share this metaphor with my students today. He said that there are basically three places you can be in this business. First, you can be on top riding comfortably. Everything is golden. Second, you might find yourself running beside the train trying to keep up. And third, left behind back at the station.
"My goal is to stay on top of the train - continuing to do great work and inspire as many people as I can through my career, teaching and actions. Being a creative is who I am, not just what I do for a living. It's a piece of me."
- Graduation Year: 1996
- Major: Graphic Design
- Employer: Young & Rubicam
- Title: Senior Art Director
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