Anisha Sahni | Art Director, FoxyMoron – North

Why are you into Advertising?
I have always wanted to work in a creative industry. Be it advertising or animation. However, currently 3D animation especially in India has a long way to go. The characterization and 2D elements of animation are what caught my interest and I realized that I could apply the same fundamentals in Advertising. Cracking the idea, conceptualizing and executing the look along with marketing the idea, is how an animation is produced. It’s the same in advertising, but only quicker. That is what grabbed my interest and the fact that you could really think completely outside the box and not be limited to a script.

Did you attend school for fine art or design or Communications?
I have a Bachelor’s degree in Fine Arts from Hunter College, New York where I majored in painting and minored in graphic illustration. I then moved on to complete a two years course in 3D animation from Maya Academy of Advanced Cinematics where my focus was in character conceptualization and design. With an intention to change my career path, I completed a Master’s course in Art Direction from MICA (Mudra Institute of Communications Ahmedabad).

Tell us about your awards?
I am yet to win awards. However, some of the campaigns I’ve worked on have been shortlisted at various marketing and advertising awards. Currently, I’m very excited with some of the designs and artwork conceptualized which will be applied for awards. *crosses fingers*

Were there any particular role models for you when you grew up?
I guess that would be my parents, as they were both very creative and my mother specially was quite an amazing artist in her youth. They always encouraged my art and when I mentioned that I wanted to pursue it as my career they supported me completely. Even now whenever I create anything, from a digital illustration to a painting, my mother is my biggest critic. She has always pushed me to hone my talent.

Who was the most influential personality on your career in Advertising?
Arjava Vig, the Creative Director at FoxyMoron has taught me a lot about digital advertising, since I had come from a print advertising background, and has constantly challenged me to do better. Whenever we’ve had to work on a big-ticket campaign, I would always run ideas and designs by him and if the creative inputs were to be approved by the client, his feedback would be incorporated in my design. He has been a great teacher and I still have a lot to learn from him.

Where do you get your inspiration from?
Mostly from my peers – designers and artists. Graphic illustrations, street art, paintings, animation; I try to incorporate these and any other details that I like with my own style into the brand campaigns. This has worked in my favour, so far!

Tell us something about the FoxyMoron, work environment. We know lots of creatives would love to work with FoxyMoron.
FoxyMoron fosters a relaxing environment for any creative person to thrive in. With no hierarchy and managerial structure with terms dictated by a ‘boss’, nobody is restricted by rules and regulations when it comes to sharing ideas and inputs. Everyone has fun while working and every team puts in equal effort when it comes to the crux of it. FoxyMoron offers everyone to grow individually and at the same time encourage team building that leads to successful campaign.

Are there any special skills that Art Directors working in the digital space need to have?
It is important to have strong technical skills. An Art Director must know the concept really well to execute the design. There are no creative barriers in digital advertising. Your team looks at you for guidance and if these factors are strong, it helps you build a strong team that can handle any project thrown at them thereby making you a good Art Director.

Tell us about your favourite campaign…
My team and I are currently working on #TheFunVibe – a campaign to launch the TVC for Viber India. Creatively it’s one of our most design heavy campaigns. We have created personalised wallpapers for influencers/bloggers which have been completely illustrated by me. I am super proud of it because I got the opportunity to use my strengths and specialty (illustration) to help give this campaign a different look.

Do you think brands who’s advertising wins awards, do well in the market?
It’s not necessary. Audiences appreciate and recall a brand with good creative that are eye-catching. You don’t see advertisement of social causes in the market much (except on design portals) as they have a dark tone to them. For awards, ideas that are completely out of the box while keeping in mind brand philosophy, is what makes good award ideas, not for the commercial market.

What advice do you have for aspiring creative professionals?
Be a sponge. Absorb everything that’s there around you in terms of design inspirations or ideas. Doodle away as it helps get the creative juices flowing which in turn can help you become conceptually strong. You can always learn how to design, but getting ideas is something that you can only learn on your own. Be original.

Where do you see yourself in 15 years?
A successful graphic designer with my own line of graphic prints.

Who would you like to take out for dinner?
My husband anyday!

What’s on your iPod?
Mostly alternate rock.

Mac or PC?
Really? MAC, all the way through!