What Are You Creating For?


Mariam Guessous is a force for standing up for what you believe in and taking care of yourself as you do so. The Creative Director and Entrepreneur left a role at DigitasLBi to start Majorité, a hybrid agency focused on diverse voices, and I SEE YOU, an accessible wellness brand for women of color. You might also remember Mariam from her inspiring podcast episode. Her Guest Pro email is a rallying cry for everyone just starting their career. Here's Mariam—

Creativity is personal. It always has been. Every single one of us is born with a desire to share our creations with the world. Whether it’s an art piece, a thoughtful written piece or a piece of advertising—sharing is part of the human experience. 

This explains why social media is widely popular—it levels the playing field so that everyone has an equal opportunity to create and share with whomever they want. Adding more (real) voices into the mix changed the game for advertisers as they can no longer control the message. This is great news in my opinion.

Image by    Erik Marinovich

In the ad industry, we get so caught up in buzzwords & trendy tech that we often forget the single most important thing we have: our voice.  (Tweet this)

But in a world of oversharing and information saturation, how can we make sure our message is heard? Hint: you have to create from an authentic place.

It all starts by asking yourself this question:
What/who am I creating for? Why do I do what I do?

You’re not just an “Art Director” or a “Copywriter.” You’re first and foremost a consumer and a human being, and you must bring that humanity with you to the office. You must do everything in your power to represent the consumers you serve. Never forget that. 

I see many young creatives come into advertising and completely leave their values at the door for the sake of fitting in. This is a huge mistake. Creatives shouldn't try to conform—they should stand out, speak up and drive change. 

True creatives create for the better good and their values are unshakable. Be a true creative. (Tweet this)

There hasn’t been a creative revolution since the golden age of advertising in the 50s, and I truly believe we’re on the verge of one, if we all wake up and remember what we’re creating for. 

We need YOU young creatives to have a voice. Stand for something. Challenge the status quo. Question everything. And always, always create with purpose. 

Image by  Feibi McIntosh

Advertising affects pretty much everyone on earth, and it's our duty to show up to work with our best intentions. It's our responsibility to make the world a better place with what we create.

To help you find your mission, try answering these questions honestly:

  1. Why did you get into advertising?
  2. If you weren’t in advertising, where would you be?
  3. Do you have a burning desire to make a change in the world? If so, what is it?
  4. Are you unsatisfied with a certain aspect of the industry? If so, what is it?
  5. What can YOU create today to help drive that change?

Believe that your voice alone is enough, and that you have all the power, tools and support to make your projects a reality. Now all you have to do is take action. Because if we all take action and stand for what we believe in, the industry and the world will be a better place.

No go on and create greatness!

Connect with Mariam on MariamGuessous.comTwitter, and Instagram, and follow I SEE YOU on Instagram.