Phil KOUTSIS

What was your very first job? 

My first job in advertising was as a creative assistant at Grey NY.

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

SVP, Group Creative Director. I manage a variety of clients, including leading American Express and SAP. My job is to create, lead and inspire work that lives at the intersection of culture and technology. It includes developing integrated experiential campaigns that blends experience design, storytelling, content, social media, and traditional advertising often in partnership with properties such as the NBA, NFL, NHL, USTA, USGA, Coachella, Panorama and tradeshows.

How and when did you discover that the creative world was right for you?

Tell us how you got to where you are today. I’ve always been a creative but went to college for engineering. After that first year, I knew two things. I didn’t want a career that would involve math and physics daily. And that if I could eventually get a job where I could put my love for writing, art and creating things to use, I would be happy. After graduating with a Communications degree, I landed a job as a creative assistant at Grey Advertising. From there, I knew I was in the right place. My first bosses who were also the creators of School House Rock, a show I grew up loving. And since then, I’ve been lucky enough to write, art direct, invent things, and even put my architecture and engineering knowledge to use while building experiences.

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

Inspiration is all around us, and easily accessible. I stay on top of all the trade pubs, follow a wide variety of people on social media that feed me daily nuggets of “Wow” across art, advertising, architecture, technology, inventing, music, and culture in general. I go to events like the VR Storytelling at the Tribeca Film Festival and find time to go to brand experiences by competitors. Momentum also brings in musicians, technologists and inventors to keep the sparks flowing. I also have two teenage boys who are always on the bleeding edge of what’s next in technology, social media and cultural trends.

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? 

“You VS Sharapova” for American Express at the US Open. It was the first “active” VR experience and gave fans a chance to step into VR, rally with Maria Sharapova and then try and return her 100mph serve. When we launched this, no brand or gaming company had released anything that pushed the VR platform that far.