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‘LA is all about discoveries.’
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After leaving Barcelona ten years ago, Arnau Bosch has worked in cities as diverse as London, Amsterdam, San Francisco and now Los Angeles, where he is the Group Creative Director at TBWA Media Arts Lab, Apple's creative agency in California.
He has worked with many of the world's iconic brands including Nike, Converse, Adidas, Activision and Lego, and in 2018, he co-created Welcome Home with Spike Jonze, a magical short film for Apple that has featured in creative culture around the globe. We spoke to Arnau on life in LA and learning new acronyms in America. Tyvm Arnau.
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On where you’re from
Since the day he moved to LA, Arnau has called the coastal pocket of Santa Monica home. He says his top tip for putting down roots in LA is to choose a neighbourhood that's close to your work and one with a strong sense of community. Left image courtesy Arnau Bosch, right image courtesy TKTK
‘It’s completely the opposite of a European city: big and spread out. Everyone goes on their own schedule and nobody walks. But at the same time, it is full of opportunities. It’s definitely a city where anything is possible.’
On where you’re living in LA
I’ve been living in Santa Monica since the day I moved to LA. I knew a little bit about the areas of the city and had some friends already here before I moved, so I had a vague idea about where I’d like to live. I really like the Westside of LA, and you should definitely live not too far from work. The traffic is so crazy that unless you live just a few miles away from your office, you will spend two hours in the car every day.
Above: Apple Homepod 'Welcome Home' short film starring FKA Twigs and directed by Spike Jonze. Above: Arnau Bosch on the Apple homepod film set. Images courtesy Arnau Bosch, TBWA Media Arts Lab, Apple. Below: The surreal set build for Apple homepod 'welcome home'. Images courtesy Arnau Bosch, TBWA Media Arts Lab, Apple
On your relationship with LA
It’s definitely a love-hate relationship. It’s completely the opposite of a European city: big and spread out. Everyone goes on their own schedule and nobody walks. But at the same time, it is full of opportunities. It’s definitely a city where anything is possible. Best production companies, a lot of the best directors are here, one of the best music scenes… And even though you don’t see any of it, if you have the right contact or you are in the right place, you might find the way into whatever you are looking for.
'Spike brought his friends and people that he admires to collaborate with him on the project, and to see how they interacted and their mutual respect and understanding, that was the thing that I admired the most.'
On what drives you
My work. Since I left Barcelona around 10 years ago, my goal has always been to work with talented people, brands that I like and at the agencies I admire and respect. So every time I moved, it’s because there was an opportunity for my career, to grow and learn, and hopefully do great work.
On your Apple 'Welcome Home' film
The highlight was working with Spike Jonze. Music has always been my passion, and a big part of my family and my life, and since the beginning of the MTV era, I’ve admired Spike’s work. Obviously, for me, when we got him on board was already the best moment. Then through the process there’s been a lot of moments that I will learn from or remember. But probably the biggest take-away from the whole experience is watching him surrounded by the people he loves and enjoys working with. Basically, with friends. That’s how he works. He brought his friends and people that he admires to collaborate with him on the project, and to see how they interacted and their mutual respect and understanding, that was the thing that I admired the most. And to be honest, I think that’s what I’ve tried in my career. Surrounding myself with the people I love both in life and work.
Above: Brand work for adidas 'Predator' by Arnau Bosch. Below: Nike 'Here I Am' platform celebrating the mental strength of female athletes via Wieden + Kennedy. Images courtesy Arnau Bosch, Wieden+Kennedy, Nike, Adidas.
On the best new word you’ve learned in the USA
There’s always a new word or some new acronyms in America going on. It seems people hate to type, because K is for OK, LMK for let me know, OOO for out of the office, IDK for I don’t know… And dozens more.
On where you find inspiration
For pure inspiration, I sadly tend to go online. Films, documentaries, advertising campaigns, music, design… any creative outcome from every single media really inspires me. But I have to say, trying to enjoy my family as much as I can really gives me a break out of the routine. Those are the moments where my brain can really function freely, as it’s on its full potential.
On something you had to learn working in America
I think in the American market is all about the metrics, the business results, especially in advertising. So shifting the mentality from an European market, where they strongly value ideas and building brands, to an American one is not easy.
On something you’ve seen you won’t forget
The transition of the presidency from Obama to Trump.
On something you would recommend doing when you first arrive
Get a car, find a place near where you work, and don’t expect much from the city. Take your time. You will find your space in it and you will get used to it.
‘Spike brought his friends and people that he admires to collaborate with him on the project, and to see how they interacted and their mutual respect and understanding, that was the thing that I admired the most.’
On something you recently discovered in LA
Great question. LA is all about discoveries: a new small brunch place that’s not crowded; a new place where you can have lunch with your kids… I recently discovered a place that has great breakfast, great coffee and amazing açaí bowl, and is perfect for kids to run around. We bike every Saturday there.
On LA’s best-kept secret
You have to dig really deep to find them.
On good Spanish food in LA
LA Paella, a restaurant in S San Vicente Blvd.
On a good drive
I’ve enjoyed great views driving up the Malibu coast or down to San Diego.
On a favorite film set in LA
The Big Lebowski.
On good food
Bondi Harvest
On pizza or tacos
Pizza, 100%
On something from Spain you need a fix of in LA
Something that I always try to bring from my town is quality Spanish jam, and Conguitos, a chocolate-coated peanut that they just have in Spain. I’ve been able to find some decent Spanish jam, but nothing like what I can find near home.
On LA in one word
Massive.
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