Creative Director, JWT

Where are you normally when you get your best ideas?

The spark for a creative idea can come from anywhere and it can come to anyone, so you should always be on your toes to capitalize it and tweak it for the brands you work on.
I always keep myself updated with the latest design and technology trends on the web and encourage all my juniors to do the same.

How would you describe the state of advertising today?

I feel advertising is going through a major paradigm shift. The conventional parameters of ATL are being replaced by new and creative digital ideas. This has opened up new directions for creatives to work towards. The ideas we see being executed, I couldn't even imagine 8 years ago!

When hiring new creative talent, what personal and professional qualities do you look for?

We all started afresh at some point, so I always keep that at the back of my mind while hiring fresh talent. The first thing that I look for is the enthusiasm and zeal to work because as a creative person there are times when nothing seems to work, but you have to keep going.
The second thing I look for, as an art person, is basic art aesthetic sense, a basic understanding of design and the person's capacity towards creative visualization of an idea.

Professionally speaking, what is your greatest fear?

I don't believe in being on the back foot, being afraid while working and expecting the worst. A positive approach to work and life is very important. If you are good at your job, then there should be no fear.

As a creative director, how much production are you doing on a daily basis now?

I am still involved with the day-to-day workings of the team. Every morning we have a job list meeting with the servicing team to discuss the jobs for the day and then assign the jobs to individual team members accordingly.

Steve Jobs once said, "The best way to create value in the 21st century is to connect creativity with technology." Your views?

This statement holds true in every sector. In the last 5 years, I have seen a dramatic change in advertising. The old formula of one film or one look per year for a brand, doesn't hold true anymore. With the change in technology and the speed with which social media is growing, our content has to be at par or we will lag behind.

How have Big Data and analytics platforms improved or impeded your ability to make creative decisions?

Big data and analytics have become an integral part of forming a new strategy for our brands. They help us get objectivity on what mediums to use, which ones will receive a better ROI, can we partner with content creators and work across new platforms? Big data helps us in evaluating all this and more.

What new skills or technologies are you embracing in 2017?

We believe that content will become more personalized and realistic as we move into the future. Hence our push this year is to create content in Virtual Reality and Augmented reality, so that the consumers can have a more immersive viewing experience.

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