Here’s something I noticed. Maybe you have too. From time to time, conversations come up about the struggle between work-life and life-life. It’s a situation that everyone works to strike a balance with. I started asking myself questions about it. How did we start to prioritize work over life? Isn’t work a part of the act of living?
It’s for this reason I try to be mindful about both aspects as if they each have their own CV. We all have two CV’s. Here’s what some of my two CV highlights look like.
• Created work for hundreds of brands including Nike, NBA, Heineken, JetBlue, Bank of America, Merrell, Puma, Newsweek, and many more.
• Worked in advertising in several global markets including San Francisco, Portland, Boston, London, and Vietnam.
• Co-founded, designed, wrote, coded and art directed blog for the worlds #1 independent advertising agency, Wieden+Kennedy.
• Awarded and recognized for outstanding work by the Emmy Awards, Webby awards, Communication Arts and many more.
• Hiked over the Annapurna Mountain Range, alone, in Nepal for 30 days.
• Learned to scuba dive to overcome a crippling fear of open water.
• Designed a mountain bike that fits in a backpack, and traveled with it on planes, buses, taxi’s, tuk-tuks, elephants and canoes.
• Solo cycling expedition across Thailand, Cambodia, and Vietnam.
• Went to California College of the Arts to study graphic design.
• Swam with whale shark in the South China Sea, Peninsular Malaysia.
Here’s what I know. There are two parts of me. Actually, like anyone else, there are several parts. For now, let’s talk about the two sides of a creative director. I know that my creator self is fluid and can take off when assigned a course or task. My director side is the opposite. The direction side of me is, in fact, not about me. Giving direction is about how I can connect and communicate with people to ignite their creativity. These two parts of me live together, but they are not equal. There is nothing equal about them because they have grown from different points of origin. I’ll talk more about this in a moment.
The creative side has been developed in 20,000+ hours of work to understand, learn, and grow a creative craft. This side has leaned into the struggle of putting in the work to unlock a new expression or search for a specific articulation of an idea. Creative side’s pursuit of craft is only limited by how much of me, I can put into it. I take pride in this trait because it has been developed through learning from a lot of people who are better than me. Much, much better.
Then there is the director side. This side of me is the opposite of the creative side because it’s not about me. The direction is about we. This side of me works in the service of the people on a team. This side of me asks a lot of questions, takes a lot of notes, listens deeply to what is and isn’t being said. My director side is mindfully aware that his measure of success can be seen in the success, growth, and fulfillment of the people I work with. A vast ocean of wild potential comes from an inspired team. Far greater than anything I could produce on my own.
The creative side and the director side are on opposite sides of the sense of self, yet they are necessary to each others success. Learning and growing into this ethos has not come without failure. There have been plenty of fuck-ups along the way. All of which I am grateful for, now, because those failure learnings only develop my growth and curiosity.
WHAT I BRING TO THE TABLE
• Creative Leadership
• Collaborative > Cooperative
• Wide range of media experience
• We Mentality
• A.B.L. - Always Be Learning
• Strategic Thinking
• Brand Development
• Graphic Design
• Art Direction
• International Agency Experience
Bank of America
Georgia State University
Awards & Recognition
63rd Primetime Emmy Award
One Show Interactive Finalist
SXSW Interactive Finalist
Adweek Ads of the Day
Creativity Online - Pick of the day
Epicac - Shortlist
One Club - Shortlist
Advertising Award Show Judge
Milwaukee United Adworkers
Pittsburgh Addy Awards
Vehicle – San Francisco
Wieden + Kennedy – Portland, London
72 and Sunny – Los Angeles
Modernista! – Boston
Hill Holliday – Boston
Allen & Gerritsen – Philadelphia
Mullenlowe – Boston
Phibious – Ho Chi Minh City
Off Madison Ave. – Phoenix
© Tony Frusciante 2019 / YNOT