Lina YAGHI

Creative Director | MSMEYAGI CREATIVE

Over the past 10 years I’ve developed strategic digital, print, OOH, broadcast, and social creative for global and national brands like Twitter, Beats, The Grammys, Nestle, Honda Powersports and more. I’ve had the pleasure of working with some amazing people across worked across CRM, CPG, Automotive, Entertainment, Tech and most recently Gaming to innovate, design and direct brand campaigns across mediums. 

questionnaire

1. What was your very first job? 
At 15, I worked as a cashier at a CVS where my mom was the Pharmacist and would have to wake up at 5am every Sunday morning to put out the weekly Sunday paper. Good times. 

2. Please describe, in your own words, what your job is and what work it entails.
I create and sell creative ideas and solutions for brands. To me, finding the right solution requires a balance of innovation, simplicity and a little something extra. Whether its a casting call, still photos, video, printed or digital assets we follow the process from the beginning of the campaign through to production making sure all aspects are accurate and working together.

3. 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? Was there a train of events that brought you to where you are today? 
I’ve always loved art and had an amazing art teacher in highschool who saw my passion and supported my creativity. Receiving her support helped me recognize my passion for myself, cause sometimes those things are hard to see in highschool. I knew around that time that I would be happy in my career as long I could create art and work in a creative field and have pursued that ever since. 

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 
I love to read books about new (and old) ideas, watch the latest shows, movies and stay up to date on current design, advertising and business sites (all the usuals). In addition, I love to travel, experience life in other cultures and expand my boundaries of understanding. I believe learning to be critical to growth so I’m constantly trying to put myself in new and challenging situations -whether they be physical (like in Brazilian Jiu-Jitsu and Yoga) or mental (like in a work setting).

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 had so much fun working on my latest project with @TwitterGaming and Lil’ Nas X “Panini” video director, Mike Diva to announce and celebrate 5 everyday Twitter users for “2019 Best Gaming Tweet” at The Game Awards.  We created a different aesthetic for each Tweet based on the game it referenced, game-ified Larry (the Twitter bird), included glitchy type and bright colors to be some serious eye candy.  

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, influencer marketing, event production, production services etc)
Lately we’ve been commissioning a lot of animation work and short form video. I think that’s the nature of the business right now- it has to work for social, so- short, sweet and to the point.

7. What was the biggest risk you’ve ever taken?
My first job in the industry brought me to Boston, in the dead of winter, where I didn’t know a soul. But I was SO excited to work at this rebelliously creative agency called Modernista! that I took the job (Risk #1). Less than a year later the agency proved to have more creative acumen than business savviness and went under. I was new in the advertising business so my bosses and co-workers advised I stay in Boston and simply look for a new gig. (Risk #2)I gave it a long hard thought and (despite some great experiences and growing up in NY) I longed to be somewhere sunny. So, I moved to Los Angeles with no job and no place to live but some rad friends who let me couch surf and some job leads. The rest is history.

jury

Chief Creative Officer | C/C/G
SVP, Group CD | EVOKE GIANT
SVP, Creative | ILLUMINATION ENTERTAINMENT
GCD | META DESIGN CHINA
Head of Creative Operations | SPECSAVERS
Chief Creative Officer | AUDIGENT
Sr. Producer | DROGA5
VP of Production | SYNEOS HEALTH
SVP, Integrated Broadcast Prod. | CRONIN & CO.
Creative Director
Sr. Producer | AMAZON
Sr. Creative Producer
Creative Director | VOX MEDIA
Executive Producer | KESSELSKRAMER / KK LA
Creative Director | FCB CHICAGO
Chief Production Officer | SWIFT
Creative Director | TOMBRAS
Executive Creative Director | TAG CREATIVE
Creative Director | FRED & FARID LA
Sr. Producer | LEO BURNETT CHICAGO
EVP Creative Director | REVHEALTH
Creative Director | McCANN
Marketing Director | ALASKA AIRLINES
Director of Production | Executive Producer
VP Creative Director | EVOKE HEALTH
CD | COMMONWEALTH / McCANN
Marketing Manager | VANGUARD
Principal | CRITERION GLOBAL
Executive Producer | GENERAL MILLS
‎Creative specialist | MICROSOFT
Chief Brand Officer | CAVU VENTURE PARTNERS
Sr. Producer | ARC WORLDWIDE CHICAGO
Creative Director | NIKE
Dir., Agency PM Platform Ops | PERISCOPE
Art Director | MICROSOFT
Group Creative Director | GREY NEW YORK
VP Creative Services | OGILVY MIAMI
Chief Creative Officer | GOLIN CHICAGO
Strategy Concept Design Film Photo | MAVODI
VP of Marketing | BROWN JORDAN
SVP Exec. Creative Director | FCB CHICAGO
Creative Director | SPIRIT & FLESH
CCO | MRM US WEST
Co-Founder, CD | GUS
CEO | DRAB AGENCY
Executive Creative Director | ALMACÉN
Creative Director | VMLY&R
Creative Director | PROLOGIS
ECD | VMLY&R
VP Creative Services | BATH & BODY WORKS
Co-Chief Creative Officer | AVRETT FREE GINSBERG
Chief Creative Officer | ISOBAR CANADA
ED, Brand & Content Marketing | IBM NY
Creative Director | LINKEDIN SF
Sr. Director of Marketing | NIKE
SVP, Executive Producer | LEO BURNETT CHICAGO
Founder | HEARTY
Chief Creative Officer | BAYARD
Managing Producer, Brand Creative | QVC
Sr. Art Producer | MARY KAY COSMETICS
SVP Creative Director | HILL / HOLLIDAY
CCO | INBRAX CHILE
Sr. Creative | THE VIA AGENCY
Producer | CAPITAL ONE
Chief Creative Officer | 11 HONORÉ
Chief Creative Officer | CEFT AND COMPANY
Executive Producer |
Creative Director | FERNWEH LAND
Creative Director | FPO MARKETING
Sr. Art Director | SPOTIFY (Former)
Visual Manager | WIRED
VP Creative Director | EVOKE GIANT
Chief Creative Officer | AGENCY 59 TORONTO
Snr. Producer | MICROSOFT
Lead Photo Editor | PINTEREST
CCO | COSSETTE TORONTO
Head of Production | CHOBANI
Head of Creative | THE REC LEAGUE
Senior Art Director | AMAZON MUSIC
VP Exec. Producer | AREA 23
SVP Group CD | TBWA\WORLDHEALTH
Chief Creative Officer | GREY MIDWEST
Creative Director | INDUSTRIAL COLOR
Head of Production | CO:COLLECTIVE
Design Creative | NETFLIX
Chief Creative Officer | LITTLSTAR
Senior Integrated Producer | UNILEVER, U STUDIO
VP | Director of Art Production | RPA
Art Director | SEGA
Associate CD | DOLLAR SHAVE CLUB
Head of Production and Studio | Whirlpool Corporation
Group CD | ACE HOTEL, ATELIER ACE
VP Creative | URBAN DECAY
Creative Director | FACEBOOK
ACD | ANOMALY
Creative Director
Creative Director | VMLY&R
Head of Production | LINKEDIN SF
CCO | PINNACLE CHICAGO
Chief Production Officer | WEBBY MEDIA GROUP
Sr. Producer | COMPASS
EVP, ECD | LEO BURNETT CHICAGO
Founder, Partner | CUTWATER
Photo Team Lead | SQUARE
CCO | WUNDERMAN THOMPSON
Sr. Creative Director | HOMELIGHT
Group Creative Director | VMLY&R
Art Director | THE ELDER STATESMAN
Creative Director | ANOMALY LA
Director of Creative Production | SQUARESPACE
Sr. Director of Marketing | JACUZZI GROUP
Creative Director | HEARST DIGITAL MEDIA
ACD | ANOMALY
VP Creative Director | EVOKE GIANT
EVP Creative Director | LEO BURNETT CHICAGO
Head of Production and Operations | JOHANNES LEONARDO
Group Creative Director | FISHAWACK HEALTH
Design Director | PEREIRA & O'DELL
Creative Director | GOOGLE SAN FRANCISCO
VP Creative Director |
Creative Director | CB2
SVP, Director of Production | PUBLICIS, THE PUB
Creative Producer | CHICO'S
FMR Sr. Creative Director | NIKE (Former)
Creative Director | (EX DON BUENOS AIRES)
Sr. Integrated Producer | BSSP
ACD | R/GA BRAZIL
Executive Creative Director | EBAY
Group Creative Director | INTER PARFUMS
VP Creative Services | WARNER RECORDS
Creative Producer | CONVERSE
VP, Exe. Producer | EDELMAN CHICAGO
Director of Production | 72ANDSUNNY NY
Creative Director | HUCKBERRY
Head of Production | WIEDEN + KENNEDY NEW YORK
EVP, ECD | LEO BURNETT CHICAGO
Creative Strategist | TIKTOK (Chicago)
Creative Director | NBC UNIVERSAL
Sr. Integrated Producer | LINKEDIN SF
Executive Producer | VOLKSWAGEN
Executive Producer | NIKE
Creative Director | WWE
Group Director, Integrated Production | VMLY&R
Sr. Art Director | COTY BEAUTY
Executive Producer | TRACTION FACTORY
Creative Director | SONOS
Head of Production | THE REC LEAGUE
VP Creative Director | GROUP NINE MEDIA
Executive Creative Director | ALLSTATE
Global Executive Creative Director | SID LEE CANADA
Executive Producer | FRED & FARID LA
Sr. Integrated Producer | CALVIN KLEIN
Sr. Photography Producer | APPLE
Marketing Consultant
Head of Design | 14TH AND MARKET
Senior Producer | JOHANNES LEONARDO
Sr. Producer | NEW AVON
Production Director | NELSON SCHMIDT
ACD | SAATCHI HONG KONG
Creative Director | MSMEYAGI CREATIVE
VP Assoc. Creative Director | HAVAS LIFE
Art Producer
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