The Strength of Being a Diversified Creative
by Riley Mason
Dina Zolan, Creative Director at BBDO New York
On October 8th, PRSSA x AD Club hosted Dina Zolan, Creative Director at BBDO New York. Zolan graduated from the University of Georgia in 2015 with degrees in both advertising and fine arts. Throughout her career, she has worked at 4 different agencies and worked on 28 brands. Her work has been shown in Times Square 3 times and every major US city as well as across the globe. Read below to get a scoop on what it is to be a diversified creative according to Zolan.
Zolan described a diversified creative as a creative who brings their uniqueness to the table. Do you like music? Fashion? Skateboarding? Horror Films? The more uniqueness an individual can bring to the table as a creative, the better. In other words, the more roles you can play, the better. Zolan gave a comprehensive list of what a creative can be. This list included an editor, art director, video game designer, art historian, prop stylist, photographer, and so much more. As a creative you get to flex different creative muscles, embodying everything throughout the process. Zolan specifically talked about a campaign she has worked on as a case study to exemplify this idea.
Client: Martini
Who: Dina Zolan, Creative Director at BBDO
What: Martini is an Italian liquor brand owned by Bacardi. The client gave Zolan one line to work with- “Dare To Be.”
The Process:
- Art Director: Zolan put together a mood board to personify “Dare To Be.” This included ideas like keeping the martini red, looking at photography styles like movement and action or if the campaign was going to feel modern or editorial. This was just the start of the many hats Zolan got to wear for this campaign.
- Designer: Zolan used the words “Dare To Be” and the Martini classic red circle in situational photographs, brainstormed contact sheets, fashion photography, energetic photos and much more. But, then she pivoted.
- Illustrator: Zolan illustrated the concepts and ideas, which helped the clients see the vision. This allowed the visual of the photography to not clutter the client’s view and expanded the reach of the concept.
- Calligrapher: Now Zolan began to work on writing “Dare To Be.” Over and over and over again. Finally, the clients chose a style and translated it into many different languages.
- Set Designer: Zolan planned a photography shoot for Martini. She got to start building the world the brand lives in. For example, one day the brand was in a restaurant, one day at brunch, the other at home or a party. She got to create the Martini world as she went.
- Stylist: Next Zolan started thinking about the people in the shots. What they would be wearing, the styles, colors, and textures. She even planned the tiny details like cosmetics and nails. The deeper the level of detail, the more you take the work above the bar.
- Casting Director: Zolan sent out casting specs across New York looking for models to represent the Martini brand. This included a casting breakdown and an extras breakdown.
- Stylist (again): Then began the thousands of fittings with the models. Zolan got deep into choosing nails, hair, and makeup for each model on each different set.
- Prop Stylist: Zolan thought about the textures and textiles on set. For example, asking questions to herself like what does the bowl on the table in the background look like? This stuff matters.
Overall: Be knowledgeable of many things, and bring them to the table. As a creative director, your range is broad and everyone has something that makes them unique.
Final Takeaway Question:
What is one piece of advice you would tell the version of yourself in college?
Stress less and enjoy your time in college more. This is a time in your life that you will never experience again. Enjoy the time you have here with the friends you have made, it is just as worthwhile as the grade point average.
