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

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