Jakob DASCHEK

SVP Global Creative Director | CREME LA MER

Jakob Daschek is currently serving as VP at Estee Lauder/La Mer overseeing all aspects of the brands creative initiatives. Prior to La Mer he was the CCO of David Yurman and prior to that he spent 10 years building acclaimed agency Syrup turning it into an internationally recognizable agency before being sold to global digital agency LBi. Previous clients have included DVF, Bottega, Nike, Furla, Puma, David Yurman, Coty, Universal Music, H&M and Zara. 

questionnaire

What was your very first job?

My first real job was starting up and running my own agency, Syrup.

Please describe, in your own words, what your job is and what work it entails.

I am theGlobal Creative VP for La Mer at the Estée Lauder Companies. I oversee creative for all brand communications including digital, print, VM and store design.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

I don’t think there was just one moment. When I was growing up we always had creative types hanging around the house—painters, photographers, writers, musicians etc. I was constantly exposed to creative thinking and expression. It had a huge influence on me. So very early on I knew that I wanted to do something in the creative world. Then, when I was 18/19 I started a magazine with some friends and started to create images and play with typography. That’s when it became very clear to me that I’d found what I wanted to do for the rest of my life. 

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant

A lot of my inspiration comes from traveling. I think it’s important to turn off the computer and go out and experience new places and talk to people in order to draw inspiration from your surroundings. I also experiment a lot during my free time with mediums that are new to me. I think people become too tied to trends these days because of the internet, so you have to work harder to not just become part of the creative collective thinking where everything ends up looking the same. 

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry "success," what would it be?

Probably a project that I worked on that was called Color Rwanda. In 1994 one of the worst genocides in modern time was perpetrated in Rwanda. Over 20,000 women became pregnant by their family’s murderers. 17 years later  the kids born from the rape are at the age to start high school. But unfortunately, their government does not consider these children survivors and cannot go to high school for free. Color Rwanda is a coloring book made by the artwork from these children.  We travelled down to the heart of Rwanda and asked these children to draw pictures of their hopes and dreams. We created a short film documenting the journey to Rwanda that gives a glimpse into some of the personal stories. The original drawings were auctioned out at a traveling exhibition that we created, curated, and hosted.

jury

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