Lisbeth Lora is a fourth-year advertising and branded entertainment student from Santo Domingo, Republica Dominicana. She highlights how her culture is an important addition to the inspiration of all her projects because of its vibrancy, color and values.
The Connector: What captivated you about branding and advertising?
Lora: I chose advertising because when I was 8 years old I had a passion for art. I went to painting school and the people could perceive my passion. As I grew up, I noticed that in school projects I was a chosen leader and thought in a creative way. When I asked my classmates about making a decision on which career, they would say advertising. I would think about it and connected it to how I was passionate about my dad’s business and how he is an entrepreneur and combines art and business.
The Connector: What is the most difficult aspect of the advertising and branding industry?
Lora: To make yourself known, there’s a lot of competition and it takes years to level up in the experience. You need all the talent to get far because of this intense competition.
The Connector: You mentioned your Latin culture plays an important part in your projects, in which one can we see that?
Lora: I did a type book for my Typography II class, where I used the Macho font. With this book I had to show the different dimensions of its typography and I did this while making the music of my culture heard. I used the ‘Taki Taki’ song just because I like its rhythm, that song is international and it was fun to represent the weights of the font through it.
Courtesy of Lisbeth Lora. 
Courtesy of Lisbeth Lora. 
Courtesy of Lisbeth Lora.
The Connector: What is your favorite process part when creating a project? And which is the one you don’t like?
Lora: Brainstorming because you collaborate with different people and everyone communicates their ideas. At the end, we create that into something phenomenal. Then comes the execution, which is my second favorite part because I love art direction and the design that can be found in it. When I implement this and I see it realized, I feel so happy. What I don’t like is when I’m not passionate about a campaign because I don’t come up with exciting ideas.
The Connector: How important do you think branding and advertising’s role is now a days?
Lora: There isn’t any brand right now that is not backed up by advertising. The digital world is so advanced and it’s a field where competition is major because you go from being authentic to being common. There is always something that motivates you to keep discovering and learning to come up with ideas that bring that authenticity back in. In order for brands to do that they need professional people in this area that help bring that detail in.
The Connector: What type of advice would you give to advertising and branded entertainment students?
Lora: To not get frustrated when you don’t give 100% in all its areas, but do try everything. Personally, I would get distressed because I would expect that 100% from myself in all of it. It wasn’t until my second year that I found my dominant area and what should have been my focus. In general, I want to motivate everyone to have their goals clear and not get distracted by opinions that make you feel unimpactful in this industry.
