Aarti Thamma Interview(s)

I'm an Art Director based in New York City with 4 years of experience in the field of Advertising. I create visual work based on strong strategic insights which require through research and understanding of consumer behavior.

The aspect I enjoy the most is problem-solving through creativity and creative strategy. It’s rewarding to take on unique challenges and crafting solutions that are engaging, impactful, and tailored to the consumer's needs.

Emerging Technologies and Consumer Adaptation will be challenging. As AI, VR, and AR continue to evolve, staying relevant and mastering how to use these technologies effectively without alienating traditional consumers will be a balancing act.

One project I’m particularly proud of is helping to craft a concise and engaging manifesto for a sustainable clothing brand inspired by William Golding’s "This is Our Island." The challenge was to convey the brand’s ethos in just five lines, without directly using the word "sustainability," and to make it feel authentic, relatable, and witty. The process involved balancing creative language with strategic messaging to align with the brand’s identity while making it resonate with the audience.

Data can make us more creative by offering insights and patterns that help us understand behaviors, preferences, and trends, which in turn can spark new ideas or refine existing ones.

Spotify Wrapped is a great example of how one can use data to fuel creativity.