Shades of Gray

I’m a fairly “black and white” person. I generally think that there’s a right and a wrong. I like questions that have yes or no answers. And I like books that have decisive endings. So why did I choose a job that’s filled with different shades of gray?

As a creative director, everything I do is subjective — from concepts to writing to directing photography to directing talent to design to typography. Heck, even choosing models is subjective. There ARE no right or wrong answers – just differences of opinion.

According to Webster’s Dictionary, “subjective” is roughly defined as “arising out of or identified by means of one’s perception of one’s own states and processes.” This means that our individual experiences shape our perceptions of things. “Objective,” on the other hand, means “expressing or dealing with facts or conditions as perceived without distortion by personal feelings, prejudices or interpretations.”

Every part of my job is, literally, guided by personal feelings, prejudices or interpretations. Branding is nothing BUT the perception people have of something. Our job is to shape those perceptions through advertising, design, photography, content and messaging.

On a cerebral level, I understand there is no true right or wrong in directing creative work. However, on an emotional level, I believe that there is.

I SEE it.

I KNOW it.

I FEEL it in my gut.

I think that’s why I became a creative director. I don’t just think I know what’s best, I feel it in my bones. And that’s what you need in a creative director. Someone who’s confident in what she does. Who’s got a strong track record. Who’s not afraid to take a stand and push until the work is right. With so many shades of gray these days, you need someone on your team who can see the black and white.