Behind the scenes in Los Angeles with Barcelona native Arnau Bosch.

Behind the scenes in Los Angeles with Barcelona native Arnau Bosch.

Arnau Bosh is the Group Creative Director at TBWA Media Arts Lab, apple's creative agency in California. After leaving Barcelona ten years ago, he has worked in London, Amsterdam, San Francisco and currently LA. In 2018, Arnau co-created 'Welcome home', a magical short film for apple in collaboration with Spike Jonze, which was featured in creative culture around the globe. He has worked with many of the world's iconic brands including Nike, Converse, adidas, Activision and Lego. 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

I’m originally from Barcelona.

ON WHERE YOU’RE LIVING IN LA

I’ve been living in Santa Monica since the day I moved to L.A. 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 would I’d like to live. I really like the westside of L.A 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 2 hours in the car every day.

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.

ON WHAT INSPIRES YOU AT THE MOMENT 

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 their work. So every time I moved, it’s because there was an opportunity for my career, to grow and learn, and hopefully do great work.

 

Above: Apple Homepod ‘Welcome home’ short film starring FKA Twigs and directed by Spike Jonze. Below: Arnau Bosch on the apple homepod film set. Images courtesy Arnau Bosch, TBWA Media Arts Lab, Apple

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, when we got him on board, for me 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.

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 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 give me a break out of the routine, and those are the moments where my brain can really function freely as it’s on it’s 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. Specially 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.

 

Above: The surreal set build for apple homepod ‘welcome home’. Below:  FKA Twigs playful performance in ‘Welcome home’. Images courtesy Arnau Bosch, TBWA Media Arts Lab, Apple

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 your work is and don’t expect much from the city. Take your time. You will find your space in it and you will get use 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. L.A. 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 açai bowl, and is perfect for kids to run around. We bike every Saturday there.

ON LA IN ONE WORD

Massive.

ON LA’S BEST KEPT SECRET

You have to dig really deep to find them.

 

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 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.

 

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Nuggets in this interview

travel

Malibu Coast. LA

"I’ve enjoyed great views driving up the Malibu coast or down to San Diego".

–Arnau Bosch

neighborhoods

Santa Monica, LA

"I’ve been living in Santa Monica since the day I moved to L.A".

–Arnau Bosch

food and drink

Bondi Harvest

"Favorite restaurant.. Bondi Harvest"

–Arnau Bosch

food and drink

La Paella, LA

"Best Spanish food.. La Paella, a restaurant in S San Vicente Blvd".

–Arnau Bosch

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