Ready To Shine: James Kinney

JAMES KINNEY

ART DIRECTOR
http://jmkcreative.com/pages/Portfolio2.html
PORTFOLIO NIGHT 8 CHICAGO PARTICIPANT

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Why is there so much bad advertising out there?

“Well, we can find loud eye sores in this industry because everyone can speak but very few choose to listen. When you close yourself off from the trends and pulse of your audience you are typically left with something recycled, dated, or so full of assumptions that it can turn the conscious consumer off. It is important to know what you love, know what you hate, and stay on top of the both because you could wake up tomorrow and have to explain why your step mother is listening to Justin Beiber.”

What are your favorite non-advertising related creative outlets?

“Impov comedy has been the most valuable skill set I’ve developed in my years. I’ve had several occupations but all required quick thinking, quick wit, and the ability to adapt. Improv teaches you to harness your emotions as well as react to the endless emotions you are given by those around you. The ability to recall those emotions is an instant bag of tricks to blend into your creative voice.”

Can creativity be taught?

“Yes. Our creative potential is subject to the thickness of the walls that are either built around us or by us. Had I not played Santa in the 4th grade school play, who knows if I’d be so willing to try and fail or be able to cleverly connect point A to J. The levels of imagination can be subjective and everyone’s motivating factors will vary based on what personally gets them going, but a creative possesses the ability to fail without falling. Creativity is not limited to traditional art and vision. It is the willingness to turn left when your told to turn right; a new route to the goal line, finding a more efficient spreadsheet at the office, or making your grandma’s cake recipe your own. “

Which brand would you sell your soul to work on and why?

“If I could be a part of any brand, I would choose the Olympics and the IOC. The Olympic games combine my passion to travel, the richness of deep diving into cultural heritage, and the raw emotion of competition on the world’s largest stage. I’ve tried to ignore the Olympics this year, but it was impossible. You could always catch me watching a little late night women’s curling. The Olympics also bring global exposure that can be hard to find. (Ok, the World Cup could work but I only have one soul!)”

Be honest, who has it easier, art directors or copywriters?

“HA! Copywriters have it the easiest! We all concept, but the fine-tuning of a visual solution can ad hours of pain that a copywriter will never have to experience.”

What single ad or campaign in your portfolio are you most proud of?

“I am most proud of my Kryptonite bike lock billboard. What does a new bike and a kryptonite lock get you? The chance at having an old bike! The equation; bike plus lock equals bike made us light up, it was so simple. I love those moments when you think it, say it, and immediately say it again and again. You become that little kid who has their joke laughed at for the first time! They are guaranteed to run and tell everyone!”