Hasta La Creative!

Creative, adventurous, non conformist. Thats how Zohar would describe himself.
Why are you into Advertising?
Because I was convinced by my family in not joining the army. Since I was very good in art so joining an Art college was the next option, after passing out or applied arts, advertising was a natural choice.

Did you attend school for fine art or design or Communications?
I have graduated from the Sir JJ Institute of Applied Arts specializing in Typography.

Were there any particular role models for you when you grew up?
Not any in Particular, I was and am influenced by different people for different things at different times.

Who was the most influential personality on your career in Advertising?
Again no one in particular, but in college and even later was very inspired by the work done by Pentagram Designs, Saul Bass, Michael Bierut, Paul Rand, Paula Scher, Milton Glaser, Albert Watson, Herb Ritts, David Carson, Neville brody, and above all my college Professor Prof. Saynekar. ?From the industry: Elsie Nanji, Divya Thakur, Cyrus Oshidar, Rajiv and Mahesh (RIP).

Where do you get your inspiration from?
Good Design around the world, in everything, not limited to only advertising. ?By great work done by other creative people as well.

What do you think of the state of Print advertising right now?
What you see in the mainstream is very mediocre with flashes of some brilliant work here and there. In selective medias people are doing good work. The possibility to do great work is always there. I also don’t differentiate between print and other medias. As a communication and creative person I believe great work can be done on any platform and in any media.

How do you think Advertising should move into a new age with severely segmented media, short attention spans and declining print and TV viewership amongst the young??
I am not an expert on advertising per se but one has to adapt to the reality of the times we live in. ?If you are referring to creative work then by doing eye grabbing work, in whichever media and space one gets to do.

Do you think brands who’s advertising wins awards, do well in the market?
Yes it does.

What advice do you have for aspiring creative professionals??
For your work to be fresh and relevant, you have to adapt with the times and trends (unless you yourself are a trendsetter). ?Expose yourself to other arts outside advertising. ?You are as good as the last piece of work you have done, it means the hunger to do good work has to always be there, otherwise you are on your way to becoming obsolete and outdated.? Be very serious about your work but don’t take advertising and yourself too seriously.

Mac or PC??
Both.

Who would you like to take out for dinner?
My Wife and son.

What’s on your iPod?
I prefer silence.

The post Interview with Zohar Furniturewala– ECD Scarecrow Communications, Mumbai appeared first on desicreative.