The Creative Mindset

Understanding DEIB requires recognizing subtle nuances beyond the surface, including socioeconomic and cultural backgrounds not immediately visible to the human eye.On this week’s episode, we welcome Darren Wesley Martin Jr. and Dr. Rubina Malik from Bold Culture to hear about the intricate relationship between the visibility of diversity, tangible actions for equitable workplaces, and the cultural shifts post-George Floyd. The discussion dives deep into the distinction between equality and equity, how biases cloud corporate spaces, and the proactive paths companies can venture toward inclusion. Founded by Darren Martin Jr, Ahmad Barber and their independent parent company Streamlined Media & Communications (SMC) in 2016, Bold Culture was born as a response to the slew of culturally uninformed marketing messages being put out by brands and their agencies, and the apparent lack of representation and inclusion in the offices of the communication and tech industry at all levels.Bold Culture is inspired by the necessity of diversity and inclusion in the communications-tech ecosystem. How brands communicate with their consumers, how they build their products, how their products are perceived and used, are all connected to diversity, equity and inclusion. That is why Bold Culture is within the intersection of developing inclusive workplaces and ensuring inclusive marketing messages are authentically delivered.Timestamps:0:00:00　Intro0:02:12　Definition of DEI: diversity, equity, inclusion, and belonging0:03:49　Importance of equity in creating equal opportunities0:05:59　DEI and B require action, not just conversation0:07:53　Difference between equality and equity0:09:29　Examples of equity in the corporate and educational world0:11:54　Tangible examples of how Bold Culture helps companies provide equity0:13:44　Recap and conclusion of the conversation0:13:28　Darren Wesley Martin Jr. discusses the challenges of getting paid in the creative industry for diverse influencers0:16:03　Rei Inamoto asks about the backlash against diversity, equity, and inclusion (DEI) initiatives in the corporate space0:18:15　Darren Wesley Martin Jr. explains the reasons for the DEI backlash and the importance of companies being transparent about their efforts0:20:14　Darren Wesley Martin Jr. suggests implementing competency-based hiring and diverse hiring committees to increase diversity and equity in the workplace0:22:45　Three takeawaysEpisode References:Bold Culture | Corporate SiteDarren Martin Jr. | LinkedInDr. Rubina Malik | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Uncharted territories are intimidating, but being the first to step out and take risks could help your brand set yourself apart. On this week’s episode, we welcome back Greg Hoffman, former CMO of Nike, to hear about the role of risk-taking in fostering Nike’s pioneering brand ethos and how companies and brands can take risks while staying authentic and true to company values. Drawing inspiration from the world of sports, Greg highlights the Brazilian national football team as a compelling example of not just prioritizing the victory, but the ‘how’ behind the win.Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.Timestamps:0:00:00 Intro0:00:10 Greg Hoffman's background at Nike0:01:00 Taking risks as a leader and brand0:03:33 Greg's personal risk of choosing marketing over design0:04:08 Failure as a step towards success0:06:23 Taking risks with concepts and projects0:08:20 Incentivizing risk-taking and creativity0:09:56 Going first and creating a revolution in the industry0:11:19 Carving out time and space for parallel ideas0:12:47 Brazil national team as an example of risk-taking0:14:11 Greg's childhood admiration for Brazilian football0:15:41 Brazil's focus on playing the game beautifully0:15:41 Brazil's success belongs to the people as well as the team.0:16:26 The story of the photo shoot with the Brazilian national team and the fans.0:17:22 Open scrimmage and training session with the Brazil team.0:18:41 Fans storm the field during the training session.0:19:26 The connection between Brazilian athletes and the people.0:20:04 Including the fans in the Brazil World Tour campaign.0:21:21 Creating an emotional connection through human characteristics.0:21:47 Capturing the fans was not initially part of the plan.0:22:13 Being resourceful and adjusting on the fly.0:22:40 The authenticity of capturing the fans organically.0:23:46 Authenticity is paramount in building a resonating brand.0:25:14 Revealing different aspects of brand personality over time.0:25:56 The risks and backlashes considered in the "Dream Crazy" campaign.0:26:10 Building on previous campaigns to challenge the status quo.0:27:36 Using the 30th anniversary of "Just Do It" to inspire and challenge.0:28:35 The personal connection between Greg and Colin Kaepernick.0:29:21 The importance of authenticity and amplifying athlete voices.0:30:00 The personal and professional connection in the room during the campaign.0:30:39 Telling a story authentically and reaching the most people.0:31:17 The importance of objectivity in creative work0:31:57 Bringing out work that is never forgotten0:32:33 Lightning questions0:35:33 Three takeawaysEpisode References:Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Innovation doesn’t spring up by chance but at intersections of different factors such as cultures, disciplines, and points of view.On this week’s episode, we welcome Greg Hoffman, former CMO of Nike, to hear how he made his way up from design intern at Nike, Nike’s most iconic campaigns across his 27-year career, and links between creativity and leadership. Beyond a professional narrative, Greg also unravels emotional experiences and his journey from youth to rediscovery and connection with his birth family.Greg Hoffman is a global brand leader, former NIKE Chief Marketing Officer, and founder and principal of the brand advisory group Modern Arena.For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.Timestamps:00:00:00 Intro00:03:31 Greg’s background and rise to a leadership role at Nike0:08:13 Designing the Nike Shox logo0:10:08 Going back to the first logo design after exploring 80 different versions0:13:28 The importance of diverse voices and perspectives in decision-making0:14:09 The success of the Nike Shox launch and its disruptive nature0:20:07 Reflecting on impactful work in football marketing0:21:58 Personal and professional challenges as a minority0:23:47 Leveraging early life experiences for empathy and inclusivity0:26:06 Lack of diversity in marketing, design, and advertising industries0:28:28 Adoption and the recent ability to discuss experiences openly0:30:11 Nature vs. nurture and unlocking hidden talents in leadership roles0:34:55 Emotional impact of discovering biological family ties0:43:30 An eclectic family and how Innovation happens at intersections0:48:06 Inspiration drives creativity and curiosity drives inspiration0:51:40 Three takeawaysEpisode References:Emotion by Design | Greg's Bestselling BookThe Modern Arena | Corporate SiteGreg Hoffman | InstagramRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Rei shares his views on what the future holds for design agencies amid the rapid ascent of AI. He explores the essential mindsets designers should adopt in their collaboration with AI, draws on concrete examples illustrating the gradual integration of technology over time, and uncovers the potential for AI to serve as a catalyst for elevating creative output. Kaz Tamai comes on our show with questions as Co-founder and CEO of Zypsy, an award-winning design and investment firm for startups in San Francisco.Episode References:Kaz Tamai | LinkedInZypsy | Corporate SiteRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Four steps for building our personal brands as designers, as read by Simon Osmont.The Intersection is Rei’s weekly newsletter that explores what the future holds at the intersection of creativity and technology. Episode References:Branding You | ArticleRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

It’s better to be a good editor than a good writer or designer with the flourishing of AI, according to Pum Lefebure.On this week’s episode, we welcome back Pum, co-founder and chief creative officer of Design Army, to delve into the value of creativity across different levels, the importance of staying true to one’s creative identity amidst changing trends, and how developing a positive mindset can help you stay resilient in changing landscapes.Timestamps:0:00:00 Intro0:01:34 Value of different levels of creativity0:03:57 Importance of storytelling and brand decisions0:05:45 Staying true to one's creative identity0:06:28 The need for a foundation and vocabulary in creativity0:08:40 The role of experience and expertise in creating good art0:10:19 AI as a rebirth for middle-aged creatives0:12:30 The influence of gaming on advertising and creativity0:14:47 Staying positive and optimistic in a chaotic world0:15:56 Lightning questions0:20:21 Main takeawayEpisode References:Adventures in A-EYE | Campaign SitePum Lefebure | InstagramDesign Army | Corporate SiteRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

As various industries explore the potential of AI, the value of actual photo shoots and the human touch are not going down any time soon.On this week’s episode, we welcome back Pum Lefebure, co-founder and chief creative officer of Design Army, to hear about the significance of one’s point of view in using AI, insights on why she prefers Midjourney V4 over newer versions, and scenarios where she would opt out of using AI in creative processes.An award-winning creative director and savvy business leader, Pum has developed numerous international campaigns for high-profile clients such as Adobe, Netflix, Neenah Paper, The Ritz-Carlton, PepsiCo, Saucony, Hong Kong Ballet and the Smithsonian Hirshhorn Museum and Sculpture Garden.Guided by an entrepreneurial edge, Pum has elevated Design Army’s reputation as a trendsetter while establishing her own hallmark: a distinctive union of the artistic and the commercial. With a rare balance of creativity, strategic thinking, and industry savvy, she has proven that good design is the cornerstone of good business. Her thought leadership has appeared in Fast Company, the New York Times, Adweek, Entrepreneur, and Forbes to name a few. She currently serves as Vice Chairperson on the Board of Directors for The One Club for Creativity in New York.Timestamps:00:00:00 Intro00:01:31 Time and costs spent on a typical campaign without AI00:03:18 Clients pay for the idea00:04:31 Process creating the campaign00:06:10 AI can democratize design 00:11:38 Midjourney V4 vs V500:13:45 When to use actual video and photo shoots00:14:42 Splitting roles between AI and humans00:19:02 An obsession for remaining relevant00:20:48 Three takeawaysEpisode References:Adventures in A-EYE | Campaign SitePum Lefebure | InstagramDesign Army | InstagramDesign Army | Corporate SiteRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What is it like for a professional designer to use AI for client work, and how can you find the right balance between AI and humans to enhance output?On this week’s episode, we welcome Pum Lefebure, co-founder and chief creative officer of Design Army, to hear about how she built a full-fledged campaign using Midjourney. From specific processes to the nuanced balance between AI and human touch, she shares the advantages and disadvantages of incorporating AI for creative processes.An award-winning creative director and savvy business leader, Pum has developed numerous international campaigns for high-profile clients such as Adobe, Netflix, Neenah Paper, The Ritz-Carlton, PepsiCo, Saucony, Hong Kong Ballet and the Smithsonian Hirshhorn Museum and Sculpture Garden.Guided by an entrepreneurial edge, Pum has elevated Design Army’s reputation as a trendsetter while establishing her own hallmark: a distinctive union of the artistic and the commercial. With a rare balance of creativity, strategic thinking, and industry savvy, she has proven that good design is the cornerstone of good business. Her thought leadership has appeared in Fast Company, the New York Times, Adweek, Entrepreneur, and Forbes to name a few. She currently serves as Vice Chairperson on the Board of Directors for The One Club for Creativity in New York.Timestamps:00:00:00 Intro00:02:00 Introducing the Adventures in A-EYE00:11:38 Visual Descriptions of Adventures in A-EYE00:14:24 Process to start off the campaign00:16:01 Ethical precautions in using AI00:20:41 Breakdown of Pum’s four-week project00:24:18 AI is the future of design00:25:10 Possibilities and creativity that AI allows00:27:03 Use AI as a tool instead of being a slave of AI00:27:26 ClosingEpisode References:Adventures in A-EYE | Campaign SitePum Lefebure | InstagramDesign Army | InstagramDesign Army | Corporate SiteRei Inamoto | InstagramSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

When creativity works, business impact and returns outsize anything derived from efficiency, according to Tara Tan.On this week’s episode, we welcome back Tara Tan, Founder and Managing Partner at Strange Ventures, to hear about her investment experience at IDEO Ventures, qualities that she looks for in company founders as a designer-turned-capitalist, and specific examples of design helping companies succeed.Timestamps:00:00:00 Intro00:01:12 VC Hits and home-runs throughout Tara’s career 00:03:23 If a founder doesn’t value design00:04:41 Case 1: How design helped shape PillPack00:06:06 Case 2: How River Financial turned to design to discover its users00:08:38 Early stage companies and product-market fit00:10:03 Founders have a personal purpose tied to their business00:10:33 The art and science of finding unicorns00:18:57 Capitalism needs creativity, more than creativity needs capitalism00:19:45 Lightning questions00:23:10 Three takeawaysEpisode References:Tara Tan | The Strange ReviewTara Tan | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Creatives and capitalists generally don’t mix well in the sense that creatives would spend as much time and money making things, while capitalists prefer to monetize as efficiently as possible. This may be an overgeneralization, but what if this tension between the dichotomy was actually a good thing?On this week’s episode, we welcome Tara Tan, Founder and Managing Partner at Strange Ventures, to take a deep dive into the world of venture capital. We’ll hear her views on the tension between capitalists and creatives as an investor-turned-designer. The conversation includes specifics about Tara’s career, what led her to founding Strange Ventures, and the intimate relationship between design, technology, and business. The conversation wraps up a discussion on how AI can help businesses scale and be more creative.Timestamps:00:00:00 Intro00:03:22 Tara’s transition from designer to investor00:11:06 What does a venture capitalist do?00:12:57 Tension between Capitalists and Creatives00:16:14 Advice for all technical and creative founders00:17:41 Business is storytelling with numbers, Design is storytelling with pixels00:19:46 Design discovers, Design distills00:21:48 Human creativity will increasingly come at a premium00:25:26 AI will enable creativity to scale00:30:52 AI provides contextual intelligence as a canvas to work on00:33:14 Product of a creative brainstorm with AI00:38:28 Three takeawaysEpisode References:Tara Tan | The Strange ReviewTara Tan | LinkedInRei Inamoto | InstagramRei Inamoto | XI&CO | Corporate SiteSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.