Lee FENYVES

Assoc Creative Dir, Digital | CLOROX

I have been doing art direction, graphic design, and photography for over 20 years. I currently work as an Associate Creative Director at The Clorox Company, leading creative for a variety of brands, including Kingsford and Brita. Outside of my day job, I maintain a mostly analog creative existence, drawing with fine-point markers, taking pictures with my Polaroid Land Camera, and adventuring with my family.   

questionnaire

First job...

During a few ski bum years in Colorado, I paid for rent, ramen, and beer, by working in a screen printing shop. Eventually the owner allowed me to stock some shelves with a line of my own, called Six Cents. I created several graphics that adorned -tshirts and sweatshirts. To this day, I harbor notions of reviving the line.

What is my job and what work it entails...

As ACD and art director for an assortment of consumer brands, I spent most of my time developing concepts and designing websites, emails, banners, logos, and branding work. On any given day I partner with strategists, UX, copywriters, designers, illustrators, animators, or videographers, to ensure that our work meets the brief’s objective.

How did I discover the creative world was right for me…I was raised in a creative household just outside of New York City. Art and design were part of my family’s DNA. Whether it was a sketching session at the small local airport with my mom, playing at the designer’s desk in my Dad’s midtown office, or a daytrip into NYC to see a gallery show or go to a concert, creativity was encouraged and supported. As a result, drawing and photography were fascination of mine since childhood.

How do I find inspiration to keep work fresh…

Music and the outdoor world have always been key creative ingredients for me.

Lately though, I also find quick doses of inspiration on Instagram. My feed is filled with typographers, illustrators, photographers, and artists, and I regularly encounter work that inspires and intrigues me.

My most recent hit of inspiration came from a trip to the Letterform Archive in San Francisco, a remarkable experience of encountering everything from NASA’s original brand standards guide to medieval manuscripts to massive logo compendiums.

What one piece of work/project am I most proud of…

I art directed a series of animations for Brita aimed at educating a younger demographic about the value of filtered water. The brief was to create animated GIFs for social media to tell a quick, compelling story. I developed some short treatment ideas with a copywriting partner, and I had a specific flat graphic aesthetic in mind and a tight budget. After some research, I found a group in Latvia who fit the bill. They were strong creative partners and collaborators—they gave valuable feedback that enhanced our vision. And the time difference ended up being an advantage. We provided feedback at the end of each day, and by morning we had revisions. The finished animations performed well on social, and continue to be used in a wide range of brand communications.

jury

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