Zaid AL-ASADY

SVP Creative Director | DEUTSCH LA

A Londoner in Los Angeles, by way of Sydney, Australia, Zaid is a highly awarded Senior Vice President and Creative Director at Deutsch with a passion for the reciprocal relationship between design, advertising and popular culture. Currently working on integrated campaigns for Volkswagen and Target, Zaid is most excited by telling engaging stories through the splintered media landscape. His career span includes time at Wieden+Kennedy, Mother London and Leo Burnett Sydney where he’s championed integrated campaigns, virtual reality film-making, apps, games and social-driven work for brands including Nike, Samsung, McDonald’s, Beck’s, Uniqlo, Nokia and the Australian Bureau of Statistics to name a few. He’s also won a lot of awards but doesn’t like to talk about them.

questionnaire

1.) What was your very first job?

I worked with a sign maker in London when I was 15 years old where I learnt to design, produce and install neon, vinyl and hand-painted signage.

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

I’m an SVP, Creative Director at Deutsch in LA. I help tell engaging stories for our clients across a number of platforms.

3.) 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?

There was no singular defining moment, I was just always drawn to the creative arts as a kid as a way to explore my own over-active imagination. Whether it was creating logos and sketching soccer jerseys for fictional teams, designing watch faces or writing and illustrating stories it’s all I ever remember doing growing up so I’ve spent my entire life, to this day, exploring different forms of creative expression as the media landscape changes around me.

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

Read. A lot. Read everything.Stay plugged into culture or risk being irrelevant. Then experiment, take risks and never fear failure.

5.) 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?

We made a game called “Run That Town” to showcase the census results for the Australian Bureau of Statistics… Sounds boring, right? Well it wasn’t. It was dope.

jury

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