Interview With Aarti Thamma From The United States

It was destiny. It was maybe because my name has the word "art" in it? At every stage in life, I've tried to have a creatively inclined approach towards my work. But I realized I couldn't "creatively sell mutual funds anymore". That was the day I choose a 100% approach to become a creative professional.

Creativity is in the details, the little things, in your observations & what you take from it & what you make of it.

For me, a creative idea always works when it is relatable. True human insights always lead to ideas that reach millions.

I observe and research a lot. I look for simple solutions that are relatable. I try to have a deep understanding of the target audience and then I mood board a LOT to land on a good visual direction.

My favorite part of the creative process is where art meets copy. It is very essential for art and copy to go hand in hand. Only good copy can do justice to good art and vice-versa.

My Creative style is very detail-oriented. It is important to take time to do a lot of research, talk to a lot of people, go out and just observe the world around you. Good ideas are in the details.

I come from a multi-cultural background. Growing up in the Middle East and later moving to India has definitely given me an exceptional sense of how advertising differs in different markets. I've learned that it is important to understand and connect with your audience and then build your creative approach around it. Additionally, my design sense is heavily influenced by Arabian and Indian architecture and design.

We are extremely grateful for the opportunity to present our work and be recognized for our hard work. It is an honor.

Look at a lot of work, make tons of mood boards. Behance and Pinterest are great resources.

Show your work to a lot of people. Reach out to mentors, get your work reviewed.

Observe the world around you. Insights are all around you.

Be authentic.

Be open to learning new things.

Trust the process, trust yourself.