Columbus College of Loving What You Do
There are the creative ﬁelds, and then there are the ﬁelds that rely on the creative ﬁelds. that is, every ﬁeld.
Creativity is no longer just an element of commercial art or the muscle behind a media push. From hospitality to aerospace, every industry now recognizes the role of creativity, and the business leaders who matter know that creativity matters. There’s a revolution happening for creative careers, and Columbus College of Art & Design is at the center of it, transforming talented students into exceptional professionals, in fields that grow stronger and more diverse every year. The new economy runs on creativity.
Industrial Design impacts education. The Fine Arts inﬂuence the sciences. More and more, creativity is felt beyond the worlds of art and design. It’s the essential ingredient to insight, innovation, thought leadership, and everything that drives economies, writing success stories, and making the difference between sufficient and magnificent. This is how Columbus College of Art & Design makes a difference in the creative economy, and these are the careers that matter.
Facts and Figures
Glossary of Creative Careers
“Today’s economy is fundamentally a creative economy. I certainly agree with those who say that the advanced nations are shifting to information-based, knowledge-driven economies. . . . Yet I see creativity . . . as the key driver. In my formulation, ‘knowledge’ and ‘information’ are the tools and materials of creativity.” —Richard Florida, The Rise of the Creative Class
Columbus College of Moving the Economy with Creativity
Follow the story of the creative economy and you’ll hear good news and see growth that outpaces everything around it— especially the economy as a whole. When you start to track the creative economy more closely, you’ll see a trend that grows bolder and angles higher year over year. New technology and new media platforms play a role in this, but sales of things like movie tickets and children’s books keep climbing, too. It’s growth that’s dynamic, robust, and diverse. For individuals who are considering a place in the creative fields, this means opportunities for satisfying, meaningful careers and more jobs to choose from. And as the creative economy rises, it lifts the economy around it.
“To fuel the 21st-century economic engine and sustain democratic values, we must unleash and nurture the creative impulse that exists within every one of us.” —Steven Tepper and George D. Kuh in their article “Let’s Get Serious About Cultivating Creativity”
bringing creativity to market The marketplace of ideas is more than an idea: at CCAD, it’s an actual place. It’s called the MindMarket, and it’s two parts thought and design leadership laboratory and one part new business incubator. By partnering businesses and entrepreneurs with CCAD students and faculty, MindMarket creates a bridge between education and industry, generating firsthand experience and solving real-world challenges through innovation and creativity.
Career Guide CCAD
Chapter 1 Facts and Figures
FROM 2005 TO 2009 THE GROWTH OF THE VIDEO GAME INDUSTRY WAS MORE THAN
7x the growth
OF THE ENTIRE ECONOMY THE CREATIVE ECONOMY WORLDWIDE WILL CONTINUE TO GROW
driven by low barriers to entry for creators, who are growing in both number and the kinds of things they are creating
Global exports of creative goods and services
more than doubled from
2002 2008, TO
While global commerce in 2008 declined by 12%, THE world trade of creative goods and services
continued and grew by
HOLD JOBS THAT ARE CONSISTENT WITH THEIR
EDUCATIONAL GOALS 4
— and most find employment soon after graduation
OVERALL SALES OF increased by
24.3% 2011 2012 TO
WHILE SALES OF
TRADITIONAL books increased by
film from the last
10 years useD computer
animation EXTENSIVELY 5
SOURCES 1. Findings by PricewaterhouseCoopers, cited in a report by The Entertainment Software Association: “Games: Improving the Economy.”
2. The Creative Economy: How People Make Money From Ideas, John Howkins, Penguin Global, May 27, 2004. 3. United Nations Development Programme Creative Economy Report 2010, “Creative Economy: A Feasible Development Option.” Published March 30, 2011. 4. Graphic Design USA 48th Annual Print Survey (2011), sponsored by Adobe. 5. www.boxofficemojo.com/yearly 6. The American Association of Publisher’s Monthly StatShot for April 2012.
Career Guide CCAD
Columbus College of Being Completely and Joyfully Indispensable
While each department at CCAD focuses on its own distinct discipline, every program has a common objective: to equip every graduate with the skills the creative economy craves. And CCAD does more than produce students who are capable of getting jobs; it strives to prepare individuals who thrive in their careers. Here’s what each program makes possible: CCAD Advertising & Graphic Design graduates work for agencies and studios throughout the U.S. and abroad as creative and art directors, designers, multimedia designers, and webmasters. CCAD Animation graduates have found opportunities at all the major animation studios and have contributed to many major films including Tangled, Monsters University, Puss in Boots, and Brave. CCAD Cinematic Arts graduates enter the workforce with highly developed skills in animation, video, interactive design, motion graphics, and photography and find that their abilities are in great demand. CCAD Fashion Design graduates work independently and for well-known companies such as Limited Brands, Abercrombie & Fitch, Ann Taylor, Tommy Hilfiger, Nautica, and Pepe Jeans of London. CCAD Fine Arts graduates are well prepared to meet the professional responsibilities of a successful arts career and enjoy success exhibiting work, curating collections, operating galleries, and teaching.
CCAD Illustration graduates work throughout the U.S. at companies that include Sony Pictures, McGraw-Hill, Marvel Comics, American Greetings, and Hallmark. CCAD Industrial Design graduates find positions in major corporations such as Disney, Nike, Hewlett-Packard, Ford, Rubbermaid, Mattel, Target, Hasbro, Mead, Tandy Corporation, and Motorola. CCAD Interior Design graduates benefit from industryexperienced faculty and strong ties to the design community, which creates many opportunities for students to interact with professionals and design firms. CCAD Photography graduates are prepared for careers in both commercial and fine art photography, able to move seamlessly between cutting-edge digital tools and classic “darkroom” wet photography. And since the intersection of commerce and creativity is where all careers come to life, all CCAD students receive comprehensive exposure to coursework in business and entrepreneurship.
Chapter 2 Glossary of Creative Careers
Every CCAD degree program points the way toward a job in the creative fields. Here are 59 of them. Some paths merge, and others run parallel, but all offer a clear shot at a satisfying career. “Your work is going to ﬁll a large part of your life, and the only way to be truly satisﬁed is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle.” —Steve Jobs
ADVERTISING ART DIRECTORS work in advertising agencies, collaborating with copywriters, designers, photographers, illustrators, film directors, and production companies to develop creative concepts for all types of advertising.
ANIMATORS work alone or in teams to tell stories and bring ideas to life in feature films, opening titles for movies and TV shows, cartoons, web videos, educational films— anywhere that movement can tell the story better than words.
BOOK ILLUSTRATORS bring an extra dimension to storytelling by creating artwork for books in an industry that has seen surprising growth in recent years, including ebooks and traditional books and across all genres.
CERAMICISTS work with clay, glazes, and kilns to create pottery and decorative elements that are used to make jewelry, clothing, and home furnishings, as well as art objects that can command top dollar in galleries around the world.
come from a rich background of art scholarship and are in demand in academia and publishing, playing a vital role in the art industry and lending credibility and context to both emerging and established artists.
CHILDREN’S BOOK ILLUSTRATORS
work with museums and higher learning institutions to conduct research, preserve ancient works, and teach classes.
ART THERAPISTS use drawing, painting, sculpture, and other disciplines in combination with psychotherapy to treat people of all ages.
work in the field of film and video as part of a team of animators and concept artists, bringing form and personality to people, animals, or anything that helps tell the story.
meet the challenge of bringing the visual element of a story to life for some of the toughest critics around (in one of the strongest segments of the publishing industry—sales rose 73 percent from 2011 to 2012).
COMIC BOOK ILLUSTRATORS
represent some of the best-selling authors today, creating graphic novels that are geared toward teens and adults, traditional publications for younger people, and a whole new genre of online and interactive comics.
work for governments, wildlife agencies, journalists, and any cause-based organizations that are interested in capturing real life in a compelling and honest way.
find work with real estate developers and city planners designing peoplecentric spaces through a wide range of combined disciplines, including architecture, geography, urban planning, and landscape architecture.
work in a wide variety of industries, including advertising, portraiture studios, industrial design, and public relations.
bring a traditional understanding of art and design to the purely electronic realm for web and video game developers, software firms, telecommunications, and film and video production companies.
partner with art directors and designers to generate concepts and copy for the clients of advertising, marketing, and branding firms.
work with news media outlets to create cartoons, spot illustrations, and information graphics, marrying artwork with written content to create a greater impact for readers.
CREATIVE DIRECTORS call the shots in creative departments at advertising agencies and usually get their start as graphic designers, art directors, or copywriters.
DESIGN HISTORIANS represent a relatively new academic approach to addressing the social, economic, technical, political, and cultural contexts for fashion, crafts, textiles, graphic design, industrial design, and product design.
ENGINEERING DESIGNERS are essential to the world of industrial design, bringing practical and inventive solutions to life—from conceptualization to research to planning production— for anything that is designed and manufactured.
EVENT DESIGNERS go beyond simple party planning to stage immersive, sometimes spectacular, experiences by applying their sophisticated knowledge of fashion, interior design, and theatrical arts.
EXHIBITION DESIGNERS are a key part of the trade show industry, using environmental design, logistics, and stagecraft to create engaging and memorable displays, booths, and interactive experiences.
FASHION DESIGNERS drive the multibillion dollar u.s. fashion industry by bringing together highly developed design skills, a knowledge of textiles, a grasp of consumer trends, and a solid business sense.
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Chapter 2 Glossary of Creative Careers
FILM AND VIDEO EDITORS
play a vital role throughout the industry, helping designers visualize ideas, and giving manufacturers and consumers a solid sense of the designer’s vision.
play an essential role in the production of movies, videos, TV and web ads, and television shows, ensuring that the video and audio elements work together to form a cohesive narrative and push the right emotional buttons.
are employed across a broad range of industries—from transportation to tools to toys—and are tasked with bringing together form and function to design and create the objects we use every day.
are the unsung heroes of the film and television industries, not only for making celebrities look their best, but for creating both dramatic special effects and subtle cosmetic treatments that are essential to the character and the story.
find work in commercial and industrial design settings, combining artistic talent with research on product use, marketing, and materials to design product containers that stand out.
contribute to newspapers, magazines, and other media forms, combining the storytelling of a journalist with the work of a photographer to create a powerful medium for communication— frozen images.
FASHION STYLISTS work with stage, film, and video productions to make wardrobe decisions for the performers, applying a detailed understanding of fashion design, broadcast media, stagecraft, and storytelling.
FINE ARTISTS play a wide range of roles, such as curating exhibits at museums and galleries, teaching art and art history, operating art studio spaces, serving on arts commissions, writing art criticism, and, of course, creating and selling original art.
FILM AND VIDEO DIRECTORS oversee all aspects of a production, ensuring that the finished product reﬂects both the creative vision and the desired bottom line for all types of projects, from big-budget feature films, music videos, and television ads to small-budget training videos, independent films, and web content.
GAME VISUAL ARTISTS
are a key part of the fast-growing electronic entertainment industry. They bring form and life to every aspect of a game—from environments to objects to characters.
work in the digital fields creating websites, software, and product interfaces focused on creating a productive, intuitive, and ultimately positive experience for people.
create highly valued art objects through the mastery of sculpture, 3-D design, color theory, and the daring manipulation of superheated glass.
GREETING CARD ILLUSTRATORS are some of the busiest art professionals of all, creating designs for new categories that are aimed at growing and diverse audiences in the card aisle, online, and beyond.
work with residential, corporate, theater, or film production clients to remodel, redecorate, or wholly reimagine indoor spaces, making them functional and attractive while emphasizing an effective use of space.
MEDICAL AND SCIENCE ILLUSTRATORS show us a side of life that no camera or microscope can. look for their work in textbooks, magazines, marketing materials, and documentaries.
MULTIMEDIA ARTISTS find work in a wide variety of fields and settings, creating interactive advertising experiences, public art, trade show exhibits, and any project that involves deep conceptual thinking and dynamic execution.
are craft artists who create or reproduce handmade objects for sale and exhibition using a variety of techniques, such as welding, weaving, pottery, and needlecraft.
are responsible for every aspect of museum administration. They create workshops, write catalog essays, ensure security, verify authenticity, fundraise, and write grant proposals.
PAINTERS are found in a variety of settings— creating illustrations for books and magazines, teaching art programs at colleges and museums, painting portraits, or selling to private collectors, galleries, and museums.
PATTERN MAKERS play the second most important role in the world of fashion, preceded only by designers. They take a sketch and turn it into a garment, making the designer’s vision come to life.
PHOTO ARCHIVISTS often work in museums to make their photographic collections more useful and available. They seek to preserve the physical image, capturing the meaning behind them so they remain relevant over time.
PHOTO STYLISTS work with photographers in a variety of settings—ranging from beaches to museums—to set the atmosphere and scene for photos that align with the artistic direction of the photographer.
PRINT DESIGNERS are key players in the graphic design industry, working with images, typography, and graphics to create work for printed media often, but not solely, used for advertising purposes.
PRINTERS operate printing presses for the publication of everything from labels to newspapers and magazines, working with computerized technology to ensure proper technique, efficiency, and accuracy.
work with ink, paper, and a wide range of reproduction techniques to create limited-edition art prints that can be highly prized by galleries and collectors.
are creative and commercial experts who bring together a broad base of retail knowledge and individual talents to design and construct intriguing spaces and engaging displays that stop shoppers and drive sales.
PRODUCT DESIGNERS can be found in service, software, and physical product design. Their role is to conceptualize and evaluate ideas, turning them into tangible products.
PRODUCTION DESIGNERS work in film and television, selecting the setting and style to visually tell the story—essentially, taking responsibility for the overall look of a filmed event.
PUBLIC RELATIONS PHOTOGRAPHERS are employed by private, commercial, or political organizations to capture and convey the images that touch upon and address key issues of public concern.
SCULPTORS work with many different types of media and are employed across a surprising range of industries, including animation and film production, fine arts, education, theater, and transportation and product design.
SOUND DESIGNERS use audio elements to create desired moods and effects in a wide range of fields, including film, television, web, theater, post-production, and video game software development.
TECHNICAL ILLUSTRATORS use drawing to communicate technical information to the general public—in the fields of science or engineering—and between experts through user/ operator documentation.
TELEVISION AND MOVIE STORYBOARD ARTISTS create a visual representation of the action in a screenplay or script that guides the camera and production crew. They are an integral part of every movie, television commercial, and music video.
“The future belongs to a very different kind of person with a very different kind of mind—creators and empathizers, pattern recognizers, and meaning makers. These people . . . will now reap society’s richest rewards and share its greatest joys.” —Daniel H. Pink, A Whole New Mind
create and maintain websites, employing a broad range of disciplines including web graphic design, interface design, and user experience design, and work with standardized computer code to create proprietary software.
TEXTILE DESIGNERS create novel designs and structures for knitted, woven, and non-woven fabrics, or the embellishments of fabrics, and then oversee the processing of raw material into a finished product.
VISUAL DEVELOPMENT ILLUSTRATORS perform many of the roles of a traditional illustrator, but without the traditional constraints—they work with computers and 3-D design across a dynamic range of industries and teams.
VIDEOGRAPHERS work in the field of digital media for advertising, film, and television industries—often in live or studio television settings—gathering and producing new stories.
Career Guide CCAD
Columbus College of “You Get Paid to Do That?”
More people enter the creative workforce every day, and every day people in the creative workforce love their careers more and more. One part is due to the high demand for creative people; the other is because creative people have a keen ability to never stop growing, learning, and evolving.
These are the kind of people who are drawn to CCAD. Individuals who show up hungry to learn and leave with an insatiable appetite for what’s now, what’s next, and what’s best. Six months after graduation or six years out of school. Intern, employee, or owner. No matter where they are on their career journey, CCAD graduates have something essential to contribute, and the market responds favorably. It’s no surprise that CCAD graduates have notoriously little trouble lining up a job in their field of study. And it’s even less surprising that the creative industries are outpacing other industries year after year. Read some of their stories on the next few pages. Maybe you’ll help write the next volume.
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Chapter 3 Alumni Profiles
STEVE STONE GRAPHIC DESIGN, ADVERTISING Creating the “yahoo! yodel” is just one of the creative peaks in the 29-year career of steve stone (CCAD 1983), chairman and creative director of Heat, a san Francisco-based advertising agency. Today he’s known for nervy ads for popular video games from Electronic Arts (EA): NCAA Football 13, FIFA 12, and Fight Night Champion.
Heat is a small agency with big clients. Along with EA, stone works with Cinemax, PepsiCo, Adobe, Disneyland resort, and Condé Nast Media Group, whose magazine titles include The New Yorker, Vogue, Vanity Fair, Wired, Lucky, and GQ. Much has changed since stone caught his break, getting hired by the san Francisco office of Ketchum Advertising right out of CCAD. TV, radio, print, and outdoor still play big roles, but so do online and nontraditional guerrilla advertising. Heat’s creative
work is quirky, imaginative, and often funny. “We want to be seen as a company of ideas,” says stone. stone’s experience as a student at CCAD continues to help him create ads that are fresh and new. “At CCAD, the creative focus was never diluted,” he says. “From library research to actual design, all activities at CCAD generated creative rub-off. That’s the advantage of a college focused on the creative spirit.” To see stone’s work, visit www.sfheat.com.
MICHAEL CARNEY GRAPHIC DESIGN
While studying at CCAD, Michael Carney designed the first three album covers for his brother Patrick’s band, the Black Keys. He admits that designing the covers while in school wasn’t always the easiest thing to do: “I had to do an extra semester, because the semester when I should have graduated I failed a bunch of classes because I was working on a Black Keys record during finals.” But it paid off. seven years after taking that extra semester, Carney won the 2011 Grammy for Best recording Package for his art direction on the Black Keys’s album Brothers.
KRISTEN MACAULEY FINE ARTS Carney’s advice for CCAD students: “Do it big. Work hard, and stay focused. Be passionate about your work, and stay open-minded. Don’t let yourself get comfortable. Don’t sleep. realize that every project and every person you work with is an opportunity to learn more and get better. I always try to remind myself that there are thousands of people out there who are more talented than me and want my job.”
Just one year out of CCAD, Kristen Macauley managed to marry art and career. At age 23, she is living in Brooklyn’s Williamsburg neighborhood and working as the jewelry designer for the robert lee Morris line. “one thing CCAD does very well,” she says, “is to make you talk about your work, what it is about, and the story behind it.” Macauley believes this prepared her for the intensive interview process that got her in, first at the large apparel and accessories company the Jones Group, and then a few months later at Haskell.
Macauley also discovered that her degree from CCAD stands out in the accessories side of the New york fashion industry. “I was very proud to say, ‘No, I went to CCAD,’” she says. she feels that, as a result, there was more interest in her portfolio and her education.
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Chapter 3 Alumni Profiles
AMY BUTLER GRAPHIC DESIGN
Amy Butler makes achieving international acclaim look easy. By partnering with her husband David Butler (CCAD 1987), she has made her mark on the world of design, fostered the local economy, and managed to maintain a balanced life in her Granville, ohio, home. Butler’s studio is local, but the Amy Butler brand is distributed worldwide. A celebrated fabric and décor designer, she has translated her fresh “Midwest Modern” style to an international audience.
Along with her design career, she has been a contributing editor for Country Living magazine, and her designs, products, and home have been the subjects of many stories in magazines, including Martha Stewart Living and InStyle. Butler stresses the importance of the broad education she received at CCAD. she reﬂects: “It’s an imaginative education, because CCAD stresses fine art at the same time you’re taking design courses, which broadens your way of looking at things.”
Both Butlers have been featured on MsNBC’s program Your Biz, highlighting their home and studio in Granville and the story of how they grew their business in a financially responsible way. Amy Butler for Welspun, Butler’s organic bedding line, is sold by Bed, Bath & Beyond, and she also has a line of rugs on the market.
PHONG NGUYEN ILLUSTRATION
PALLAVI SEN FINE ARTS
soon after Phong Nguyen graduated from CCAD “The industry is recession-proof,” he explains, and in 2011, he took his fi rst job at Tencent Boston “allows steady income without losing creativity.” (TCB). There he works on game development as a CCAD also played a role in Nguyen finding his junior concept artist. “Basically,” he says, “whenever job. It was a CCAD alum who told him about the there is a question of ‘how will this look,’ concept opportunity at TCB. artists provide the answer.” His parents were supportive of his art degree, but to From Nguyen’s first day at CCAD, his plan was to him the loans were scary. He’s glad to have found work in entertainment. that he is able to handle them now.
less than a year out of school, Pallavi sen was awarded the lifchez/stronach Curatorial Internship, a nine-month, paid position at the Metropolitan Museum of Art working with the Antonio ratti Textile Center. sen, a Fine Arts major, was assigned to the textile center to match her personal and professional interests and goals. she also participates in the museum’s training seminars and conducts gallery talks.
The Antonio ratti Textile Center is one of the largest, most technically advanced facilities for the study and storage of textiles in any major art museum.
Career Guide CCAD
Chapter 3 Alumni Profiles
DIRECTOR OF TANGLED NATHAN GRENO ILLUSTRATION
and his fellow CCAD graduates at Disney Animation
story Artist Ben lane (Illustration 1996), Character Designer Chris oatley (Illustration 2001), story Artist ryan Green (Media studies 2003), story Artist Fawn Veerasunthorn (Media studies 2005), CG layout Artist Joaquin Baldwin (Media studies 2006), and stereoscopic Artist Trainee Darren simpson (Media studies 2011).
Disney Animation has created beloved movies such as Tangled, Winnie the Pooh, and Bolt, and CCAD alumni worked on storyboarding, sketching, and programming for all of these hit features. Read what seven of our graduates have to say about what it’s like to work with CCAD peers in this creative environment. why do you think Disney Animation has a lot of CCAD alumni?
why do you love your job?
NATHAN GRENO: CCAD focuses on teaching the fundamentals. Every artist who works at the Disney Animation studios needs a strong fundamental structure to succeed. It’s been over a decade since I attended classes at CCAD, but what I learned there I use every day. The technology will change over the years, but the fundamentals stay the same.
FAWN VEERASUNTHORN: CCAD focuses so much on a strong foundation in drawing, color, and design. Those are very important skills to have, regardless of the department you’re working for. Not many schools emphasize them. Technology will always change, but the principles you learned from color concept classes will always be relevant in your career.
BEN LANE: CCAD has a great program. Any artist could benefit from the foundation year alone. I think Disney recognizes that quality in the students, and sees the school as a good source to draw its future employees.
JOAQUIN BALDWIN: I have no clue! I think it’s all due to random chance, depending mostly on the amount of available positions.
CHRIS OATLEY: Disney Animation is still all about strong drawing and painting. If you submit a portfolio to Disney, people will go nuts for beautiful life drawings or plein air paintings. A high value is placed on classical art skill, because it’s an inextricable part of the Disney legacy, regardless of the pervasive obsession with computer graphics. RYAN GREEN: Disney artists who come from CCAD embody the school’s foundation program. These individuals have found strength in their drawing, painting, or design skills and deliver highquality craftsmanship on the job.
DARREN SIMPSON: There are a lot of passionate artists from CCAD doing many great things. I feel that having a desire to be in your respective profession will get you anywhere you want to be.
NATHAN GRENO: I can’t imagine not working in a creative environment. I don’t have an easy job, but I have a very rewarding one. I can’t imagine doing anything else in the world. I’ve been at Disney Animation for 16 years. There’s no other place I’d rather work.
RYAN GREEN: Animation is a collaborative medium, especially at a studio like Disney. For me, doing my art among creative peers is not only inspiring and informative, but in a racehorse kind of way, it keeps me focused on being the best I can be, offering the best solutions for our films.
BEN LANE: I love working with like-minded people. It’s amazing to be surrounded by so many artists who are passionate about animation, telling stories, and creating entertainment. The caliber of talent at Disney is humbling, and I can’t help but be inspired to be a better artist.
FAWN VEERASUNTHORN: Disney Animation has a long line of legacy and knowledge that has been passed along from one generation to the next. I learn so much from my colleagues each day, and they inspire me to be better at my craft.
CHRIS OATLEY: I make a living from my imagination. It’s what I was born to do, so the privilege to do that 24/7 is overwhelmingly awesome. I’m also a people person. some folks are made to go off into the woods, live life in a log cabin, and paint lakes—that’s not me. I am made to collaborate, encourage, challenge, and argue. so to just be myself in an environment where I can learn from and be challenged by everyone, well, it’s a dream come true.
JOAQUIN BALDWIN: I feel like I can provide a lot of creative input into the films we are making. There is a hierarchy here, but it doesn’t mean that only the directors and producers have a say on it all. I tend to be very vocal and push new ideas. I feel that if I were just creating the shots that I was assigned to without questioning them, I’d get bored very quickly. DARREN SIMPSON: I love it because I get to be creative. In any creative environment with passionate people, you will get sucked up in a whirlwind of creative magic—and it feels great.
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