«Bureaucracy Poses a Challenge for International Talent», by Greg Cameron
Greg Cameron is a creative director, storyteller and filmmaker. Born in Zimbabwe, he grew up in different parts of Southern Africa and has lived in Barcelona since 2020. He spent five and a half years working on content creation and branding at ISDIN, where he most recently held the role of Brand Guardian. He currently focuses on creative consulting and independent film projects.
Why did you choose Barcelona?
I came to Barcelona to lead a new division at ISDIN, Live Young. Growing up, I was inspired by the extraordinary creative vision of the Barcelona ’92 Olympics, and arriving here felt like finally reaching a destination I had been travelling towards for decades, via Johannesburg, Cape Town and Dubai. The culture, the people, the lifestyle and the quality of life have completely transformed me.
What positive aspects would you highlight?
The blend of culture, heritage and reinvention. There is always something inspiring happening. From architecture and art to gastronomy, design and music, Barcelona is full of creative energy. It attracts talent from all over the world and manages to embrace it without losing its own identity. And the warmth of its Mediterranean spirit leaves a lasting impression on you.
What aspects need improvement?
Bureaucracy poses a challenge for international talent. Navigating residency procedures and understanding the tax system could be much more straightforward. Simplifying these processes and providing better guidance to people arriving in the city would make a real difference.
What do you expect from Barcelona in the coming years?
I hope Barcelona continues to grow and fully become what it is already beginning to be. The city is establishing itself as one of Europe’s leading hubs for entrepreneurship and creativity, and if it can maintain this momentum, the best is yet to come.
Which city feels most like home to you? What do you miss most?
Johannesburg shaped me into who I am today. My family and friends are what I miss most about it. And Cape Town will always hold a special place in my heart. But every time I land back in Barcelona, I feel that warm sense of coming home.
