What was your very first job?
Drawing letters for headlines at a typesetting company in 1986.
Please describe, in your own words, what your job is and what work it entails.
In short: I need to motivate people to go and consume, buy stuff. A bit deeper: I need to fire start, build and maintain connections between people and brands and people via brands.
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
I was so impressed by the fact that my parents believed all they saw in ads on TV or in the newspaper. For them it was 100% what was said in commercials. I was impressed by the power this way of communicating had so, I knew very young: this is what I want to do.
In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
There are so many things inspiring to me. Blogs. Traveling. Books. Movies. Listening to story but mostly to see and feel passion from others. To be close to passionate people is one of the most inspiring things for me.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
For MegaFon in Russia we created many campaigns and concept but the Olympic Pavilion, using a huge 3D installation guides by their powerful 4G mobile Internet network was one of the coolest projects made for MegaFon. That it won a Cannes Grand Prix was a nice bonus.