"Creativity requires one to move the chairs so that there’s room to dance."
Kevin has over 30 years of experience creating breakthrough ad campaigns for clients in industries from food to healthcare to manufacturing. His passion for messaging delivered with beautiful aesthetics is clear in his collection of award-winning work.
Q: How do you find inspiration when creating content for clients?
A: I have boundless curiosity about what motivates people, what powers a client’s brand and what the societal zeitgeist is at any given time time. I use that curiosity to furiously learn all I can about the client and their customers. Uncovering the themes, the nuance and behaviors that together give me the vision to tell the story that needs telling, filtered through the head and the heart. That’s the magic.
Q: How do you know when you have the final product for a client?
A: Most times I just know. I can feel it. Funny thing, I think a lot of creatives suffer from this feeling that it’s never done sometimes. The urge to create is so strong that it’s difficult to rein it in or stop it. But most times I know a good thing when I see it.
Q: What does your creative process look like?
A: I’m the type that askes a barrage of questions up front. Doing that sets me up for a period of discovery and some solo concepting. At that point I can be quite prolific with ideas and concepts but I can’t do it in a vacuum for long. At a point I seek the input and viewpoints of my team. Ultimately, I need to be collaborative to get the best work possible and I need to be wise, to be alert, to be humble, to be patient, and be inspired.
Q: Do you do any art/design in your free time?
A: Currently I’m painting a lot. Mostly abstracts. I tend to ebb and flow with a variety of creative pursuits. I love portrait photography and enjoy creating images on film. My free time pursuits don’t always involve a camera or paint and brushes. I also enjoy other creative pastimes like gardening, making jewelry and cake baking ( yes, cake baking ).
Q: Are you judgemental on other companies promotions/designs, do you find yourself critiquing others designs?
A: Yes I am. I can’t help it. I have a strong personal aesthetic and I tend to evaluate everything I see based on that. I’m a natural creative director.