Making things that are worth paying attention to.
When I was in middle school, I visited a relative at his job. He was a Graphic Designer. Now, I had no idea what that was, but it sounded pretty cool. Walking in was like being transported through space—the entryway I was designed to look like the backstage of a circus—filled with giant stuffed animals, huge balls, and colorful lights. The walls were covered in giant black foam core boards, and each board was filled with sketches. And on every desk, hundreds of markers, perfectly arranged vertically in cases. Whatever ‘Graphic Design’ was, I wanted in.
Cut to today, and I’m pretty much doing the thing I want to—and it’s been awesome. I’ve been fortunate to work on brands like Target, Bauer, General Mills, McDonalds, Best Buy, and Walmart. I’ve also been lucky enough to always be making new things, from Augmented Reality experiences, Interactive Films, and Broadcast commercials.
Looking around at what’s happening in advertising, one thing is clear to me. Nobody cares. There is no hoard of diehard fans waiting to buy your next thing. Most of your followers are bots. And ad targeting—the data collected and used, and algorithms for targeting and delivery, is all trash. None of it is nearly as effective as Google and Facebook would love us to believe. Once more brands figure this out, we will be left closer to where we started—in search of ideas. Lots of them. Terrible and good, and every kind in between. Ideas that are worthy of someone’s time and attention. Cultivating those ideas, whether it be from a team or my own brain, is something I very much love doing.