Digital/Technology, Member News October 8, 2015
Lise Skovsted Larsen
ADC Member believes "anything is possible" when it comes to creative technology
It’s Creative Technology Month here on the ADC Blog! Photographers, typographers and letterers, illustrators and animators have all had their own months , and now it’s time to put the code junkies and tech geeks in the spotlight. From programmers to UX designers, to app developers to interactive art directors, this month is dedicated to professionals — and very gifted amateurs — who find joy and beauty in a field that wasn’t even contemplated when ADC opened its doors 95 years ago. And just like all of our other monthly themes, our highlighted creatives are all card carrying ADC Members.
Next ADC Member up to bat: a New York-based interactive art director who’d love to swap brains with superstar creative director Eric Vervroegen, if only for a day.
LISE SKOVSTED LARSEN
“A determined and hungry Art Director and photographer”
New York, NY
When did your interest in technology begin? How did it grow into something you could see yourself doing professionally?
My interest started really late, to be honest. I remember being the only one in my high school class handing in hand-written essays because I didn’t have a computer. I was also the only one with an Orange Alcatel phone – same size as a Michael Jordan boot – when everyone else had a cool, little Nokia. But when graduating high school, I moved to Copenhagen and started doing advertising classes. It was a whole new world for me, and I quickly realized that I had to be up-to-date with everything tech in order to follow and succeed. Today my old friends laugh, when they see how much I have changed.
How much of your ability is self-taught versus through schooling?
I’m not sure a school can really teach anyone to have a creative mind. I think you are either creative, or not so much. The schools I have attended, have taught me all the basics of advertising and giving me tools to develop my skills. But really, what has taught me the most, has been to work with some of the best people within the advertising industry, and see how they think and act. Working with hungry, ambitious and amazingly talented people is what teaches me something new every day.
How would you best describe your style? How did you foster that style?
I’m not a traditional or untraditional creative. I like ideas that creatively solve business problems, no matter if they take the form of film, digital activation, PR etc.
“Working with hungry, ambitious and amazingly talented people is what teaches me something new every day.”
Tools of the trade: what items make your job a million times better?
My camera. Even when there’s nothing to take pictures of, I still take pictures. And a lot of them.
Conversely, what is your techie guilty pleasure — something not at all necessary, but you love anyway?
I love Siri’s unexpected answers, so sometimes we chat a bit.
Which project are you most proud of and why?
I am happy about my project Social Soundscape, which was a service built for SxSW attendees; A tool that was not only helpful for all attendees aiming to do business at SxSW but that was also reflecting the nature of the festival itself, mixing visual, music and digital. We were a good team behind the project, the process was fun and uncomplicated and the idea also did win a few things.
What’s the most challenging part of your career?
I grew up in a tiny town, where no one was really supposed to stand out or have too high thoughts about themselves. Now being in advertising can be quite challenging for me, because ‘selling myself’ and being loud and bold, isn’t something that comes naturally to me at all.
What’s the biggest misconception that people have about what you do?
Some of my friends think that working as a creative in advertising is like being in a playground and having fun all day long. But although my job is fun, it’s also tough. My brain is basically always at work, even when it leaves the office.
How would you describe what you do to someone who has nothing to do with creativity?
I’m solving problems for brands by coming up with ideas and concepts that can help them become better.
Where do you go to find inspiration and motivation — online and offline?
I get inspired by looking at the most awarded campaigns out there, where insights and innovation meet in beautiful executions. And as I am a competitive and hungry person, my motivation is to be the best. Always.
Which professionals in your field do you most admire? What is it about their work that moves you?
I admire a number of people. For example a guy like Erik Vervroegen, International Creative Director @ Publicis Worldwide, who has done a lot of great campaigns – both funny and smart. I would’t mind swapping brain with him for a day or two.
What would be your dream project/client/collaborator?
Nike. The combination of sports, storytelling and innovation wouldn’t be too bad.
At the end of the day, what do you love most about creative technology, about designing in a digital world?
Anything is possible.
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