Aditi Sobti : In Conversation With An Advertising Creative

Aditi is a full-time Art Director based in New York. She specializes in conceptualizing and creating visuals for branding and marketing campaigns. Originally from India, Aditi has worked in agencies like RK Swamy BBDO in Kolkata, Cutwater in San Francisco, VMLY&R New York, and TEAM Enterprises Miami. She has recently graduated from Miami Ad School in the Art Direction program and has a Master’s in Global Strategic Communication from Florida International University.
Aditi hopes to open her own agency one day and create fearless work.

Why are you into Advertising?
Being in advertising is like being a jack of all trades but master of none. I enjoy the feeling of being able to dabble in many things. That possibility is why I am so excited to be in advertising.

Did you attend school for fine art or design or Communications?
I did my Bachelors in Industrial Arts and Design Practice at Srishti Manipal Institute of Arts Design and Technology. I later did my Masters at Florida International Univeristy in Global Strategic Communication and a degree in Art Direction from Miami Ad School. So I am trained in both design and communications.

Tell us about the ‘Raffles Interschool Postcard Contest 2011’ which inspired you to choose design…
I was in a very strict boarding school during my high school years. I quickly realized that being involved in creative projects helped me feel the freedom I craved badly. That is when the Raffles Interschool Postcard Contest happened. My art teacher at that time encouraged me to take part in the contest. Eventhough, looking back, I think he did it so the school won an art award (kidding), I truly enjoyed the whole experience. I had created a postcard design inspired by the Indian highway truck art. That was my first win.

Tell us about your AdStar 2020 Win.
Another first. My good friend and fellow industry professional, Keerthy Keyan, and I were super exhausted with the whole pandemic experience. To break out of the monotony, we decided to enroll in the Adstar 2020 competition. The brief was about a brand called MitUs. This was the first award I won in the US. We even have a silly picture of us on the Adstar website to commemorate the event.

Were there any particular role models for you when you grew up?
Honestly, my parents. My father is a very hard working man, who manages to smile through adversity, and my mother is very objective with her decisions. These qualities helped me through the brutal job hunting days.

Who was the most influential personality on your career in Advertising?
Mary Wells Lawrence- one of the most badass women in the male-dominated American advertising circles in the 60s. Her work with Alka-Seltzer and the ‘I can’t believe I ate the whole thing’ TV spot is funny even today.

Where do you get your inspiration from?
Conversations. A lot of insights can be found in simple conversations.

Tell us something about your current place’s work environment. How do you keep motivating yourself and your team creatively.
My current place of work has some very talented and hard working individuals. We specialize in brand experiences and one of the biggest perks of working in an experiential agency is that you are able to work very closely with the community. Currently we are working on some social media campaigns and strategy and I am having the most fun! The enthusiasm and energy of the entire team motivates me.

In an increasingly digital world, do you still see the impact of traditional print mediums like Posters, Magazine/Newspaper Ads etc? These are classic mediums to play around with for Art Directors. Would you equate a traditional print poster to an Instagram post?
While I do appreciate the quick rollouts of social media-driven ads/posts and the short lifespan of the internet memory, the pandemic has caused many individuals to slow things down. We have gone back to retro clothing styles, appreciating the smell of library books over an ebook- who is to say that print advertising won’t make a revival?
Having said that, the future looks more digital than ever before.

Do you think brands whose advertising wins awards, do well in the market?
I believe winning awards benefits agencies because it builds credibility. However, brands that have ‘award-winning’ ads do well in the market because now more people have eyes on them. How long that effect lasts really depends on constant marketing by the said brand. At the end of the day, if an ad helps the brand become top-of-mind, that is a goal well-achieved.

What advice do you have for aspiring creative professionals?
Strategize your career growth but do not worry if something doesn’t work out. There is always a plan B.

What’s your dream project?
To work on a music video and art direct everything in it!

Where do you see yourself in 15 years?
Opening my own shop and making fearless work.

Who would you like to take out for dinner?

What’s on your iPod? Spotify?
Definitely, Brockhampton. Specifically their entire Ginger album.

Mac or PC?
As an Art Director, Mac.

What’s your Twitter Handle? Instagram?
Unfortunately, I only have a personal Instagram account. But, you can find more of my work on my portfolio here.

Aditi Sobti
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Aditi Sobti
Aditi Sobti

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