HANDLING PRESSURE
Top creatives in advertising share how they deal with pressure.
We interviewed 14 top ad creatives and broke down their methods into weekly, video-led articles. A creative masterclass—one newsletter at a time.
HANDLING PRESSURE
Pressure is part of the job—but how you handle it can define the kind of creative you become. In Season One: Issue One, the creatives we interviewed share how they handle pressure when it counts the most. Some thrive under these conditions. Others, struggle. But all of them have found ways to keep things moving. Join us as we dissect how they operate to manage the heat without burning out.
"Pressure is also a lot about not trying to show any weakness."
— Felipe Ribeiro (CCO at W+K Portland)
"You just need time. Get some time, rethink this, go back—everything’s going to be fine."
— Felipe Ribeiro (CCO at W+K Portland)
"Pressure is a good thing for me. Don’t tell anyone."
— Bianca Guimarães (ECD and Partner at Mischief)
"Dan had a great saying: 'You're at your most creative when you're the most fucked.'"
— Hal Curtis (Former CD on Nike and Coke at W+K)
"When pressure is really on you, you have to hide the gut a little bit and be brain."
— Gabriel Schmitt (Global CCO at Grey)