When one of the world's most-awarded creatives disappears for a three-year sabbatical, people are likely to wonder where he went. So where, exactly, is Marcello Serpa?
Where you'd probably like to be: the beach.
The former partner and chief creative officer of Sao Paulo-based Almap BBDO, who along with Jose Luiz Madeira built the shop into one of Brazil's most prominent agencies, ditched the boardroom two years ago for the white sands of Oahu, where he surfs and paints in his beachfront house. But his ambition didn't go on sabbatical: Serpa painted with a goal in mind and, on Oct. 5, he reaches it in New York with the first exhibition of his fine art work.
Leaving the industry behind to reinvent one's life is the dream of many, but few see it through. It took Serpa several years to organize his departure from Almap BBDO, which he joined in 1993. After working with clients like Pepsi, Visa, Audi Brazil, Bayer and Havaianas—the flip flops he helped turn into a global brand with hundreds of eye-popping, exuberant ads—Serpa says he turned to Madeira and said, "How much is enough?"
Marcello Serpa paints and surfs at his Hawaii home; see slideshow of his paintings that will be exhibited in New York starting Oct. 5:
In his farewell email, Serpa traced his departure to a short story by Leo Tolstoy called "How Much Land Does a Man Need?" that he says he read when he was 30. In the story, a man is offered all the land he can walk through in a day as long as he returns to his starting point by sunset. Greed wins out and the man walks too far, then drops dead as he races back. Serpa's epiphany—or strategic insight, since his is an advertising story—was that at 50 he would ask himself, "Is it time to start walking back?"
Among his paintings—acrylics on canvas, averaging 6 feet by 4 feet—is "Marie Antoinette's Tattoo," in which a dotted line is prettily tattooed along the queen's slender neck. "I play with things," he says of his paintings. This one was inspired by a conversation about body ink and decapitated queens. "How can I make a decapitated woman look nice?" he says he wondered. "It clicked."