In 1999, David Ciano was given a choice to dust sand off Baywatch Hawaii’s female stars or move to San Francisco and pursue a career in advertising. After an arduous decision-making process, he packed his bags and headed to San Francisco, where he worked as a copywriter at SF agencies (Foote Cone & Belding and BuderEngel & Friends), made some really good friends, garnered fancy awards for his shelf, and learned to say “what if” and “why not” on every project.
In 2004, he returned to Hawaii (can you blame him) and found a home at MVNP where he worked on Hawaiian Telcom. After a few years, he walked away from MVNP to start 1013 Integrated, where he laughs, builds, and invents new ways to connect HawaiiUSA FCU and Pacific Heartbeat with new audiences. And quite honestly, he’s glad he does it everyday.
Tell us about your first job in advertising.
I was an intern at MVNP and my first writing project was taking coffee orders for the creative department.
Tell us your weirdest production story.
In school, I had to ask women if they’d like to pose topless for one of my ads. That was really tough and awkward.
Just Do It or Think Different?
Just do it. – I used to pin the ads up in my room.
What’s your favorite Pele Award winning ad?
Jim Beyer of MVNP wrote an ad for the Contemporary Museum back in the late-90s that was so simple and brilliant. It was an open for business poster that read, “We’re open. Are you?” Absolutely perfect.
What was the craziest thing you had to do in the name of advertising?
I literally stayed up for 3 days straight and lived at my agency working on a pitch for Comedy Central.
What inspires you?
Madonna or Lady Gaga?
Katy Perry, brah.
Flight or invisibility?
Have you ever worn pantyhose before?
Tell us about the creative process behind your award winning work.
Having enough time, relaxing, having fun and never stopping.
Where do you get your ideas?
See above answer.
Magnum PI or Hawaii 5-0?
(In the voice of Higgins) Oh my God, Magnum!
Boxed wine or 40 oz.?
Posh, Scary, Sporty, Baby or Ginger Spice?
How old is this question?
As a member of the Pele Awards committee, how are you contributing to this year’s Pele Awards?
Keeping my head down and staying out of the way.
What’s the best part about working in advertising?
What’s your secret?
If I told you, then it wouldn’t be a secret.