Supreme Music Asks Erick Barrios Hernández and Wolfgang Warzilek: And What About Music?

Erick and Wolfi from Pereira O’Dell New York bring something rare to every conversation about creativity – honesty wrapped in warmth, and wisdom that doesn’t try too hard to sound wise. They’ve built a reputation for work that moves people and reshapes brands, but more than that, they understand the soul of storytelling – the rhythm, emotion, and resonance that great music brings to it.

Having them take part in this interview is a real gift. They don’t just talk about music in advertising; they feel it, they live it. Their perspective bridges art and strategy, intuition and craft. And in a world where most people talk about sound, Erick and Wolfi remind us to actually listen.

Q> Please tell us your name and what you do professionally.

Wolfgang and Erick> Hi there. We’re Erick Barrios Hernández and Wolfgang Warzilek, ECDs at Serviceplan Americas.

Q> Is there a piece of music that changed the trajectory of your creative thinking? How did it reshape your approach to your work?

Wolfgang> For me, this happens all the time. To be honest, it’s not so much specific songs that change the way I think, it’s music videos. They’re often the purest form of an artist’s or director’s vision. No clients, no committees, no endless feedback rounds. Just raw ideas, emotion and style.

I’d argue that a lot of what later becomes “the new thing” in advertising actually starts in music videos. You can see trends, techniques and visual worlds there long before they hit mainstream campaigns. That’s also why, when I’m looking for directors to work with, I don’t focus on which big brands they’ve shot for or how many awards they’ve collected. I go straight to their music videos. That’s where you see their real DNA.

Q> How has your relationship with music evolved throughout your career? Has your approach to selecting or incorporating music changed over time?

Wolfgang> Music is the emotional driving force behind every story. The amplifier that makes everything hit deeper. For us, it’s a given that when we reach out to directors, one of the first questions is: “What music comes to mind for this?

Sometimes we already have a track or a vibe in mind. The fun starts when that gets challenged. It always turns into a great discussion. Taking you from one place to somewhere completely different and often much better.

That’s the beauty of it. Music has the power to completely shift the tone of an idea. It can make something suddenly feel iconic, intimate or just right.

Q> When you're stuck creatively, are there musical and/or listening practices which help you break through?

Erick> I believe in the magic of going for a walk with my headphones on when ideas just aren’t coming. When I was younger, I cared more about the instrumentals, but I later in life, I became a lyrics person. Poetic, enigmatic or silly, I’ve learned to appreciate them all. Whether it’s a hardcore song that’s pure catharsis, a reggaeton track full of double meanings or a cryptic shoegaze song open to interpretation. When I read some of these lyrics, ideas start flowing again.

Q>Is there a musical approach or trend in advertising that you believe is overdone or misunderstood? What would you like to see more of instead?

Erick> Instrumental piano tracks on Christmas ads or any film that wants to be emotional. If you find the perfect piano piece, sure, go for it. But there are so many other instruments and combinations that can move us: synthesizers, cellos, accordions and violins. I’d love to hear more variety. Ads that make you go: “Huh, I didn’t see that coming but it fits so well”.

Q> How do you navigate the balance between a client's musical preferences and what you believe will best serve the story?

Wolfgang> Honestly, sometimes it’s harder to convince a friend that now is not the right time to queue a certain song at a house party. Music is such a personal thing and everyone feels something different.

Of course, in big productions there are always a lot of people and opinions, so it’s never a totally objective discussion. We’ve learned that if you find the right track or composition, it somehow wins everyone over. The room just feels it.

Maybe we’ve just been lucky with our clients so far, but we’ve never had a major disagreement over music direction.

Q> Is there a question about music and creativity you've always wanted to answer but have never been asked?

Wolfgang> Probably something like: “Have you ever pretended you picked a song for strategic reasons when you just really liked it?” Because… yes. Every creative has.

Q> Is there anything we should’ve asked you, but we didn’t?

Erick > Is there a live show this year that stood out to you? I was fortunate enough to see The Armed this summer. I was in the mosh pit and had to use my asthma inhaler more than once. It felt so good to see so many stage dives and sing-alongs. What a beautiful mayhem.