AKQA // Gabrielle Soria

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The Movement Movement: Shaking Up the Industry as a Global Creative


AKQA is one of the most successful and renowned agencies of the world. The company specializes in innovation and experience design.


Gabrielle Soria was born in earthquake country. This might explain the shifts and shake-ups that led to her current role as an Associate Creative Director at the AKQA Berlin studio. From a childhood dancing the hula beside the San Francisco Bay, to studying writing, advertising, and intercultural communications, to freelancing across California (and parts of Thailand), to working abroad in Germany—she’s always been captivated by the way we talk to each other and how we communicate across cultures.


It’s not news that communicating across cultures is something we’re doing more and more as an industry. As both agencies and advertising become more multi-cultural, it’s essential to understand the impact of globalization not only on the work but on the people who create it as well.
As an immigrant and creative director, Gabrielle has experienced first-hand the benefits (and, real talk, challenges) of having a diverse creative team. Since moving to Europe, diversity and representation have become a focus for her work, and she enjoys shepherding brands out of their defined boundaries into bolder creative territory.


In this talk, she draws parallels between moving abroad and working in a creative field—and explores what it means to be a creative in today’s global world.

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