Young Pro Corner: Florencia Luna, Senior Art Director, Burson New York
Florencia Luna
Senior Art Director, Burson New York
Florencia creates ideas and crafts visual narratives that help brands connect with people in meaningful ways across earned, social, and integrated campaigns, blending creativity and strategy to drive engagement and spark conversation.
What first drew you to the advertising/marketing industry?
Funnily enough, advertising got me into advertising. I saw a banner ad for Miami Ad School on Facebook and decided to apply for the art direction program. I became one of the youngest in my class, enrolling straight out of high school. Most of my classmates already had full time jobs at various ad agencies and were taking the program as a master’s to further their portfolio and education.
I remember one of my assignments was writing Tweets for a brand and thinking about the brand’s voice and tone intuitively, without any industry experience or formal marketing education. Over the two year program, I learned a lot about the industry and landed an internship at Ogilvy NY before graduating.
What’s the most valuable lesson you’ve learned that’s helped you in your career?
Never accept “no” as an answer.
I recently came across a TikTok in which a creator was explaining why the suicide rates in Peru are lower than the global average. One of the main reasons why is that Peruvians are hands on problem solvers. No one is expecting anyone else to solve their problems or do things for them. It’s a cultural norm and shared mindset to figure out how to make things happen for themselves and to have a good attitude toward adversity. It’s something that has been instilled in me from a young age. Growing up, my parents wouldn’t say “no,” they would say “let’s see.” That has shaped the way I approach challenges in life. I’m confident that there will always be a solution to achieve whatever you want. Anytime you hear “no,” it’s an opportunity to show the world what you’re willing to sacrifice to make it happen and those experiences help you grow.
As a creative in this industry, you will hear people tell you “no” a lot, the client, production budgets, etc. there is no shortage of people who can stop your idea, and that can discourage you, or it can encourage you to find a way to make it possible.
How has community-building and networking helped you in your career? Any tips for new grads?
Networking is key to growth. From my studies at Miami Ad School and my Peruvian upbringing, I’ve been surrounded by an international community. I had to move back to Peru after graduation and coming back to the U.S. meant starting over in many ways, but having a network of people who could help me with the transition by offering advice and encouragement was incredible. This industry is supportive and I’ve learned that people are always willing to help.
My advice is to always be open. It’s enriching to meet people from all backgrounds. Being in a city like New York offers experiences to meet new people anywhere you turn. I’ve even made connections waiting in line for a pop up event.
What’s the best industry resource you live by (besides the Ad Club )?
I’ve found industry competitions for young creatives to be the best resources. Whether or not you win, you’ll learn. You can learn a lot about the craft of the industry. Many competitions are international, so you learn about different cultures, new facts and data from the competition briefs. The competitions I’ve participated in have helped me practice strategic thinking and time management—essential skills to professional growth.
You also get to collaborate with others in new ways and can make great connections along the way. Some of my closest friends were born from participating in competitions. My first competition was in 2017 and my copywriter partner of the project is still one of my closest friends today.
There are many under 30 competitions, including The One Club’s Young Ones Student Awards and Portfolio Night, D&AD’s New Blood Awards, The Clios student awards, Cannes Young Lions Competition and The ANDY’s student awards.