Mikael KANGAS

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

I think the role of any brand creative is to tell a brand story that is cohesive across all platforms and mediums. That story should be infused with the brand DNA but at the same time move with the times.

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?  

One of our neighbors growing up was an artist and she inspired me to develop an interest in drawing and illustrating For me art directing is like painting a picture, just using different tools in the form of working together with other creative people.

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

I think it’s a matter of pulling inspiration from everything around you – people, movies, tv, books, the news. Of course you need to look at the industry too but when then industry loves something the trend is pretty much over so it’s more about sensing the shifts happening in everyday life. 

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

I go through love and hate periods with all my work. Loving it when it’s fresh, seeing only flawless as I look at it too much and then falling in love again when some time has passed. One of my favorite campaigns is still the Spring 2015 campaign for Hervé Léger where I think we really managed to create something fresh for the brand that feel really cinematic.