Consuelo Bolea is a versatile Senior Producer at Red Bull who bridges strategy, producing, and creative vision across diverse disciplines like motorsports, music, and skateboarding. Known for her strong listening skills and cultural insight, she connects teams and ideas to craft stories that resonate deeply and push creative boundaries. She has been recognized as a judge in the Advertising, Sport, and Travel, Documentary & Landscape categories for the Spotlight Awards. We spoke with Consuelo about her creative process, cross-disciplinary approach, and what drives her to tell stories that stand out.
What’s the biggest challenge you’ve faced, and how did you overcome it?
For years, I felt like my profile didn’t quite fit into any clear label — not just creative, not just strategic, not just a producer. Eventually, I realized that was exactly where my value lay: in being able to move between different worlds, connect areas, and speak multiple languages. I overcame it when I stopped looking for a definition or a title to fit into and started using that versatility as a strength.
What skills do you believe are most critical for success in this role?
Listening. Not just to your team, your client, or your manager — but also to contexts, audiences, and trends. And the ability to connect dots that seem unrelated but tell a story if you know how to look closely.
What do you believe is the role of creativity in shaping society and culture?
Creativity isn’t just about inventing new worlds — it’s also about reinterpreting the one we already live in. It can give voice, provoke, move, and spark conversations. It has the power to stir something within people, and that, ultimately, is what drives societal change.
How do you find inspiration outside of your industry?
In art — especially contemporary art. I love getting lost in galleries, whether they’re well-known institutions or small neighbourhood spaces. One of my favourites in Madrid is SOLO, which is about to open a new 4,000 m² space near the Royal Palace. Whenever I need inspiration, I go there. I also find a lot of inspiration in researching history, uncovering the past, exploring different artistic movements across time, and understanding the context that has shaped where we are today. And sometimes, I just need to return to the sea, to nature — it helps me reset and put my ideas back in order.
What role does research play in your creative process?
It’s essential. I like to thoroughly understand the landscape before proposing anything. I work across very different disciplines at Red Bull — from motorsports to breaking, music, skateboarding, or climbing. Research helps me grasp the codes, references, and contexts behind each one. From there, I can build ideas that resonate, not just stand out.
How do you measure your success beyond traditional metrics?
I feel that success happens when something I’ve created becomes part of the popular conversation. When it goes beyond brand environments and truly reaches people — when it’s shared, talked about, and feels like part of the culture. It doesn’t need millions of views, but it does need to leave a mark.
How do you ensure all voices on a team are heard during the creative process?
I ask for opinions. I invite people to speak up. And above all, I listen. I work with very diverse teams and highly specialized professionals in each discipline. As someone with a more generalist profile, I need their voices to be part of the ideas. I deeply value understanding their perspective and making sure their expertise is reflected in the outcome.
How do you handle disagreements or creative conflicts within a team?
I try to uncover and understand the reason behind each proposed change or creative point of view. What’s the goal behind it? Often, the gap between perspectives isn’t that wide — it’s just a matter of aligning what we’re trying to achieve. When we get to the core, we almost always find common ground.
What makes for an ideal collaboration?
That there’s real trust. That each person understands their role and what they bring — and also values the role and contribution of the other. That the work is grounded in respect and listening. And that there’s a genuine willingness to build something together, not just execute what someone had already planned.
What’s one piece of advice you wish you could give your younger self?
Trust your voice — the one that sometimes gets lost among other opinions, but always finds its way back. Listen to it more. You don’t need to follow a single path or fit into what others expect. Keep learning, keep moving forward, and trust your instincts. It has always known how to lead you where you’re meant to go.
How do you typically discover photographers for your projects?
It’s usually a mix: I see tons of profiles on Instagram and Behance, I review pieces that have won or been shortlisted at festivals, and I also pay close attention to recommendations from colleagues and collaborators. I’m also very interested in contemporary art, so sometimes I find interesting perspectives by visiting small galleries or exhibitions that bring other kinds of visual and conceptual references from different profiles.
What kind of criteria will you use to judge the Spotlight Awards? Why do you think initiatives like these are important for photographers?
About the awards, initiatives like the Spotlight Awards are essential because they shine a light on talent that often moves in very different circles: from emerging profiles to more established ones who keep exploring new ways of storytelling. When judging, I try to focus not only on technical or aesthetic quality but also on the image’s ability to move you or tell a story, which isn’t easy when you only have a single frame. I also value the coherence between idea and execution, and the personality of the proposal, where you can see the author’s vision.
From bridging diverse creative worlds to leading teams with empathy and insight, Consuelo Bolea exemplifies how versatility and thoughtful collaboration fuel meaningful cultural storytelling. Her journey reminds us that success is not about fitting into one box, but about trusting your voice, staying curious, and always connecting the dots. Spotlight Awards 2025 are now open for entries until the 31st of July, 2025, offering photographers worldwide a chance to compete in 15 categories judged by top industry professionals, with over $55,000 in prizes and global recognition.
