Zoom sur Carol-Ann

Posted 2 December 2022 by Rinaldi in Once upon a time

Today, we’re chatting with Carol-Ann D’Amour, art director of the Rinaldi-Maestro agency.

What made you want to work in advertising?

I grew up in a slightly bohemian family on my father’s side, who taught me to look critically at things like advertising, music, and culture, to see them as both communication tools and a reflection of society. Personally, I see advertising as a force that can have a positive impact on the world. I think that good advertising takes the time to create an emotional bond with its audience: that’s how I would define “smart advertising,” and that’s the kind of ad I want to create. I want to make audiences feel understood and validated.

What is the first ad you fell in love with?

I’ll always remember the milk producers’ campaign, “Natural source of comfort.” It was a beautifully designed 360 marketing campaign, very touching and adorable, with old French songs and snippets of moments from daily life. They’d even displayed billboards with real knitted blankets in the subway!

What is your role at the Rinaldi agency?

As the art director, my goal is to understand the client’s needs so I can communicate the right message to the right people. Even though I mostly work with visuals, I also collaborate with copywriters to coordinate the efforts of all the creatives and make sure we’re all progressing in the right direction. According to me, a project is a success when the objectives have been met, when the client is happy with the result, and when my team has had fun working on it.

What was your dream job as a child?

I’ve always had an entrepreneurial spirit: I knew I wanted to be in a position where I could make decisions, and the world of marketing and communications fascinated me. I wanted an opportunity to make a humble impact on the world, without necessarily knowing how to make a career out of it.

Since we’re in an Italian agency, what is your favourite type of coffee?

Lattes, simply because I’m obsessed with milk to an almost unhealthy degree. I guess the “Natural source of comfort” ad really stuck with me!

What are your hobbies outside of the agency?

I really love sports, whether it’s biking, snowboarding, or fishing. I’m also a big bookworm; for a few years after I moved to Montreal, I didn’t even have a television, just a huge pile of books!

What is your biggest source of inspiration?

Human beings: psychology, culture, differences, etc. I love talking with someone and seeing their eyes light up when they speak about something that really captivates them.