Aarti Thamma Interview(s)

Viewpoints about Strategy/Planning

In a few words, can you tell us who you are what your job title is?

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.

Which aspect of your job do you enjoy the most?

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.

What do you think will be the biggest challenge for brands in reaching consumers in the next five years?

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.

What project that you worked on are you most proud of, and why?

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.

How can data make us more creative? Can you give a recent example?

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.