Interview with Gillian Salit [gsalit]

How and why did you begin to be creative?

This is an inherent trait. Creativity, to me, is not something that is decided but something that is always present like height or eye color. It can, however, be decided to be drawn out. One can always be creative but not really use his or her creativity. In my case, even when I was young, I always preferred drawing to recess and brainstorming in a group to science experiments. My creativity flourished when others noticed. With every compliment, my want to explore and visually create became greater.

Your mind is your work tool. How do you take care of it?

If your mind is your work tool, you keep your tool sharp. Sure, I like to learn new programs and software, but it definitely doesn't end there. I stay up to date on what is happening around me. Reading articles, talking to people, attending speeches, watching TV, listening to the radio- I try to add to and constantly update my mental logs. It would be a terrible shame to be faced with the most interesting and fun challenge but not have any ideas as to how to implement or strategize a solution.

How do you avoid repeating yourself, or falling into formula? How do you stay fresh?

I stay fresh much in the same way that I take care of my mind as a tool. I immerse myself in everything that is going on around me. Our environment holds the key to constant differentiation. With everything being developed, blogged about, seen in nature, etc., I'd consider it a failure to do the same thing multiple times. This doesn't mean that projects won't ever require similar strategies. It is our responsibility to reinvent strategy so it is relevant to the current time.

Do you have a ritual like retiring to a lonely place from time to time to cleanse your mind?

Lonely place? No. Busy, bustling, noisy place? Yes. It's called Facebook. :)

What cultural sources do you draw from the most?

One of my favorite cultural past-times has always been to people watch and to pick up on details- to look for patterns and relationships. What makes sense and what doesn't?

I witness myself "people watching" whenever I start a new project. I sit back for a short time and just try to take in the subject for which the project is about. I learn and observe. Where are the patterns? Where are there abnormalities?

Who have your teachers been?

Well there are conventional teachers and professors who have taught me fundamentals.

But whenever I seem to get overwhelmed and think that I have taken on too much, I almost lose sense of what creativity really is. When this happens, ask a five year old to design "the perfect car" or something else that is really open-ended. You'll be AMAZED with the responses. Who knew cars could have feet? or wings? or a special dog steering wheel up front, too (because dogs are super navigators).

Those kids are GREAT teachers.

AND, I learned this exercise from a wonderful professor of mine. (Hi, Ken!)

When you accept a job, how much value do you place on each of the following? Money, creative liberty, visibility, and to work with the best.

I would love to answer this question with "money doesn't matter to me". Oh, yeah, and war doesn't exist, world hunger has been abolished, and all puppies have homes.

Wait, this is the real world.

The creative field and ALL creative professions are suffering and have always suffered to be taken seriously. Are they necessary? Can these jobs be done in-house? Can we hire a high-school kid with Photoshop to do the job? Unless money matters, creative jobs will cease to exist. This is our niche in the economy, especially in this recession, and we had better stand up for the work that we believe is worth our time and effort.

So, yes, Money is important. I pay rent, I support others, and I have bills to pay. If I want to continue to be CREATIVE and not be forced to become a sales rep or accountant, money needs to be important.

Other than that, creative liberty is easily the next important thing to me. If I can have a strong say in conceptualization of the end result or at least be involved in theorizing what needs to be done, I will be very motivated to continue to work. As long as I have permission to use the project in my portfolio, visibility shouldn't be a HUGE problem, because with the help of social media marketing, I can create my own visibility.

Have you ever had a job that was so stimulating that you could not get your mind off of it?

I often have a hard time stopping working on a job. I invest my whole mind so much so that I'll think of the best ideas at random times like in the shower or when I'm driving.

"To give birth to ideas." Is this only an expression, or are there really parallels between giving birth and creativity?

Let me preface this by saying that I do not have kids nor am I pregnant. :)

Childbirth? I equate childbirth with a long, drawn-out, excruciating process that no one truly can identify with besides the one going through it. Right when you are almost finished with labor and the baby is almost there, literally at the point of no return, you are weak and want to give up. Some how, you have the strength to push on and give birth. Automatically, you're life has changed and you can't imagine life (or the horrible labor) before.

Creating an idea can also be a long, drawn-out, excruciating process that no one truly can identify with besides the one(s) going through it. It can involve multiple rounds of research, concepting, being put down and rejected. Just like childbirth, when you are almost finished, literally at the point of no return, you want to throw your arms up and give up. Some how you have the strength to keep moving. Once your idea has been created (birthed), you don't remember how much you suffered.

Does spirituality contribute to your creativity?

Personally, not really. I'm not a very spiritual person. I have only recently began to learn more about that side of myself.

It is possible to fall in love with a bad idea simply because it is yours. How do you avoid this?

I don't think that you should have to avoid this. Falling in love with a bad idea is not horrible. It means you are passionate. Becoming attached to it is the bad part. Learning to accept that it is not the favored idea, not holding a grudge and walking away even after presenting your argument is a tremendous skill to master.

Must someone be the leader or boss in order for a creative team to function well?

Yes, of course. 100%. Absolutely.

As you can tell, I am a big HUGE believer in team structure within project management. In order for a task to be completed on time and be on target, someone must take the lead. This leader doesn't always have to be the creative lead. He or she just needs to monitor critiques/meetings/discussions, delegate tasks, and make ultimate decisions. If there isn't a figure like this, knowing how creatives are, discussions could last weeks! nothing would be finished on time.

Declaration: With what person or business would you like to work?

I would like to work with some one (or on a team) who is concept driven; idea focused. Instead of focused on minutia.

What criteria do you use when selecting someone to be a part of your creative team?

I love the idea of letting someone grow and giving someone a chance. Someone did that with me right out of college and I will always appreciate it. So, when building a team, I look for the fundamentals but also the willingness to learn and grow.

The armchair psychologist: Is creativity an act of rebellion for you?

Absolutely not. I see it as a necessity for society. I come from a relatively creative background where creativity is purpose-driven.

What is the best advertisement you've seen recently?

The Rhetorical Question campaign for GEICO that was developed at The Martin Agency, Richmond, by art director Justin Harris, copywriter Wade Alger, creative director Steve Bassett, assistant producer Alex Scheer, producer Valerie Battenfeld, executive producer Molly Souter, strategic planner Rad Tollett and account supervisor Liz Toms.

It plays on "Antique Roadshow" and says that a bird in the hand is worth two in the bush. It's TRYING to say that asking if Geico would save you money is a rhetorical question. I think it's a bit farfetched, but I love how they have illustrated the old adage.

Do you work well under pressure?

I work best under pressure. We always appreciate a little extra time but think faster when we need to.

What city in the world currently attracts you due to its creative environment?

Having lived in New York and now live in Los Angeles, I think that London attracts me the most. I lived there many years ago for a short time and the art and design scene is incredible. Even more so, maybe it is because I am creative that I feel it is so much more exotic than any location in the USA.

How is an idea sold?

There are many logistical ways on HOW an idea may be sold including legalities, contracts, and licensing.

But WHY an idea is sold may be in part because it communicates and delivers on a set objective to a specified group of people.

What do you feel when, after two or three years, you see an idea of yours again?

I still get excited. When I work on something, I don't let it go until I think it is absolutely perfect. No matter the time constraint, I will always be a perfectionist. Because of that, I vow to always be proud of my work.

Ideas can come simultaneously to different people in different places with no connection to one another. How do you explain this phenomenon?

I think that this phenomenon stems from current events. We are all witnesses to the same things happening around us. Sometime, rarely, we will be looking at or thinking about the same event which will spark the same idea.

You are as good as your last idea. Wouldn't you like to have a more secure type of work?

It is give and take. By being a creative in this field (with a full time job), I see this as a challenge rather than a risk. If I felt this was too much of a risk, perhaps I shouldn't be in this business after all.

Ask me a question, make a comment, or request my opinion on something:

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Gillian Salit [gsalit]
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