Donald SCHNEIDER

1. What was your very first job? What does it feel like to look back at it now?
My first job as an art director was in NYC, for the cult magazine East Village Eye. As a young graphic designer from Switzerland, it was total learning by doing and getting thrown into an incredible group of talented photographers, artists, writers, stylists, fashion designers, actors… and into the NYC nightlife. Looking back, it was such an incredibly intense and creative time… and it is still very much part of who I am today.

2. Please describe, in your own words, what your current job is and what work it entails.
I have a creative studio in Berlin, with a small fantastic team… and we are specialized in creative concepts, art direction and collaborations. Mostly for international fashion clients. I love the creative process, working with some of the most innovative talents and coming up with new ideas. And I also started to direct videos, I very much enjoy that.

3. How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
Maybe it was part coming from a family of inventors, maybe it was part being interested in art, music, photo, film, design. When I was 14 years old I got a subscription to Andy Warhol’s Interview Magazine and that fueled my desire to wanting to go to NYC and to dive into that world.

4. In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I think it is all about curiosity! I very much enjoy teaming up with some of the best people in the business and then challenge ourselves to create something new and innovative together. And I especially enjoy finding new talents, giving them a chance and collaborating together.

5. 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?
I guess coming up with the idea for the first „big“ global fashion-collaboration, „Karl Lagerfeld for H&M“. But hey, I always think my best creative work and innovation will be the next project coming!

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)
These days it is a complete combination of a 360° approach. It is exciting to come up with the overall creative red thread and then work together with all kinds of specialists to develop the creative content for each channel and touch point. Teamworking with talented photographers, stylists, film directors, soc media specialists, 3D specialists, digital animators, art directors, typographers, artists, talents, influencers, editors, casting agents, production, visual merchandizers, copy writers, story boarders, musicians, choreographers, glam teams, location scouts, PR specialists, etc