Interview with Michele Mardorf for Synthax

My journey into creativity began as a natural extension of my upbringing, where I was surrounded by art, music, and diverse cultures. This rich environment ignited my curiosity and inspired me to explore various forms of expression, ultimately leading me to pursue a career in the creative field.

I've always been drawn to the power of storytelling and visual communication, and I knew that becoming a creative would allow me to channel my passion into making meaningful connections through my work.

As an Art Director at Mass Appeal, my role centers on collaborating with a diverse range of talent, from emerging artists to established icons, to bring campaigns to life through cultural insights and innovative storytelling.

Creativity to me is the boundless exploration of ideas, the freedom to express oneself uniquely, and the courage to challenge conventional thinking. It's about using your imagination to solve problems, evoke emotions, and inspire others.

Creativity would also mean to be the spark that ignites innovation and makes people feel seen through carefully curated storytelling.

A "creative" idea or design goes beyond aesthetics; it's a lens through which we see the world differently, offering new perspectives and insights that help us feel connected and understood. It's about uncovering those moments of resonance and expressing them through innovative thinking and tasteful execution.

A truly creative idea has the power to challenge norms, provoke thought, and evoke emotion, ultimately leaving a lasting impact on its audience.

My creative process is a blend of exploration, iteration, and refinement. It begins with deep immersion in the project's context, whether it's understanding the audience, the brand, or the message. From there, I explore various concepts and approaches, allowing curiosity to guide me toward unexpected ideas.

Iteration plays a crucial role as I refine and evolve these concepts, seeking feedback and insights along the way. Finally, I polish the chosen concept, ensuring it not only meets the project's objectives but also resonates emotionally and intellectually with its audience.

My favorite part of the creative process is the initial exploration phase. It's a time of boundless possibility, where ideas are free to roam and take shape. I love diving into research, uncovering insights, and thinking about concepts that push the boundaries of what's possible. This phase ignites my curiosity and fuels my passion for problem-solving.

I thrive on blending various influences from my multicultural background, infusing each project with a unique flavor. Whether it's sleek and modern or vibrant and eclectic, I aim to evoke emotion and provoke thought through thoughtful design and storytelling. Flexibility and innovation are at the core of my approach, allowing me to tailor my style to meet the specific needs and objectives of each project.

Absolutely! Growing up in 4 countries and speaking 4 languages has exposed me to a rich tapestry of traditions, perspectives, and artistic expressions. These experiences have shaped my aesthetic sensibilities, instilling in me a deep appreciation for multiculturalism, roots, and a desire to incorporate diverse influences into my work.

Whether it's the vibrant colors of Latin American and the Caribbean, or the minimalist elegance of European design, my cultural heritage serves as a constant source of inspiration, informing my creative decisions and infusing my work with depth and authenticity.

Receiving the 2024 MUSE Creative Award is truly a testament to the countless hours and late nights I've dedicated to my craft. It's immensely gratifying to see that hard work pay off and to be recognized for my creative efforts.

The winning project I submitted introduced a gaming element to music production education. This innovative approach aimed to alleviate the steep learning curve faced by aspiring producers and provide a more engaging and effective learning experience. I entered this project to showcase its groundbreaking nature and potential to revolutionize music production education.

The biggest challenge with this project was finding the balance between gamification and educational content. It required careful consideration to ensure that the gaming aspect enhanced the learning experience without overshadowing the educational objectives.

Additionally, aligning the goals of UnitedMasters with the needs of aspiring producers presented logistical challenges that needed creative problem-solving.

Winning awards has motivated me to continue refining my craft and pursuing innovative projects that make a meaningful impact.

My top three favorite aspects are the endless opportunities for creativity and innovation, the dynamic nature of the work, and the continuous search for human truths.

Spain's vibrant culture, rich history, and diverse heritage infuse a unique flavor into the creative industry.

Over the next 5-10 years, I can imagine the creative industry seeing a surge in innovation driven by advancements in technology. Additionally, there will be a growing emphasis on telling more authentic stories that resonate with diverse audiences, shaping a more inclusive and engaging creative landscape.

I would emphasize the importance of doubling down on your dreams. Believe in yourself, bet on your unique talents, and be willing to put in the hard work and dedication needed to turn those dreams into reality.

One of my lesser-known sources of inspiration is saving posts on Instagram. It's become a habit to curate a collection of images, designs, and ideas that resonate with me, serving as a visual and insightful reference when I need inspiration. It's like having a personalized mood board at my fingertips.

Kendrick Lamar's profound lyricism, Es Devlin's transformative stage designs, and Rick Rubin's minimalist approach have profoundly influenced my creative journey.

Their ability to merge art with technology, infuse meaning into their work, and prioritize authenticity has inspired me to push the boundaries of creativity in my own endeavors.

My key to success lies in relentless dedication, a thirst for continuous learning, and a willingness to take risks. By betting on myself and consistently putting in the work, I've been able to navigate challenges and capitalize on opportunities.

My parting words of wisdom would be to stay true to your vision, embrace failure as a stepping stone to growth, and never underestimate the power of perseverance and passion.