Interview with Luv Khemlani, Copywriter of Miami Ad School, United States

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Luv Khemlani

As a creative, Luv combines his creative knowledge as a freelancer, designer and a copywriter to create compelling copies.

Interview with the 2020 MUSE Creative Awards Winner - Luv Khemlani

1Please give us a brief bio of yourself and your background.

Firstly, it’s an honor to win the Muse Gold Award. Before even entering this industry as a creative, I’ve always had a vision to create ideas would connect to people. I studied design for my bachelor’s degree, and then decided to pursue a copywriting career, since I found it to allow me to connect with people through a medium I’m quite comfortable expressing myself with. Combining creative knowledge as a freelancer, designer, and a copywriter, I set out to make my vision a happening reality.

2What made you become/why did you choose to become a creative?

There is a certain satisfaction attached with having people stop to look at your work and be moved by it. Becoming a creative is one of those platforms that allows you to do just that. Whether it be storytelling, advertising, music, or any other, I set out to move people in inspiring ways, and if it adds a special moment in anyone’s life, it’s an excitement and motivation to keep creating.

3Tell us more about your business/company, job profile, and what you do.

I’m a copywriter yearning to solve problems with creative solutions. Writing is my way of expressing ideas and concepts, and every day in doing so is a day I don’t have to call it work.

4What does “creativity” mean to you?

Creativity is the ability to think differently, period. It’s a step away from static thinking and an opening into a diverged environment. A pet peeve of mine is when I hear people talk about work, usually a 9-5 spreadsheet job, that it’s a regular boring job. I tend to think there are creative ways within whatever we do to make our lives more interesting. Adding a hint of creativity to solve what you need to do quicker, or in a fun way, is already in the realm of creative thinking.

5To you, what makes a “creative” idea and/or design?

Creativity to me is thinking and creating work that expresses your idea in ways never previously done before. Think about it, ‘create’ is a part of ‘creativity’, and by creating your own ways to do something, anything, is already creative. The challenge is to make it better than the previous idea which already exists, and that makes it a creative idea.

6Tell us about your creative and/or design process.

Brainstorming. It’s the first thing I make sure to do, whether it’s by myself or with other people. It lets you think of questions that you may never have come across yourself. From then on, it’s just making sure those unanswered questions have an answer, and by the end, you’ll see your work elevate in quality. After, it’s just making those ideas come to life for people to interact with.

7What's your favorite part of the creative process and why?

Observation and interacting with other people. The amount of information you can learn from other’s minds is just extraordinary. Whenever I brainstorm with my fellow peers, I get amazed at the amount of knowledge I can gain from them, and knowledge is never a bad thing, especially in an industry like this one.

8Describe your creative style and its main characteristics.

Emotions is a value I’ve noticed always comes naturally in my work. I feel most comfortable communicating with people emotionally, and that’s a way in my life I’ve been able to understand people better, and help them understand me.

9Do you think your country and its cultural heritage has an impact on your creativity process?

Yes. I’ve been fortunate to be exposed to three different cultures growing up, which has helped me understand the different mentalities of people from different parts of the world. A value I hold most amongst that learning experience is consideration. Being considerate is a skill I believe everyone should have – it helps you understand where someone is coming from and communicate with them in ways that help you connect.

10Congratulations! As the winner of the 2020 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

I’m thankful for winning an award like MUSE. It’s an added confirmation of my vision I set out to achieve. It has made me value my interests and ideas more, and believe that greater things await ahead.

11Can you explain a bit about the winning work you entered into the 2020 MUSE Creative Awards, and why you chose to enter this project?

Our #SaltyNotSorry campaign was created out of sheer enjoyment and excitement when working with the brand ‘Lay’s’. My team and I realized the joy it brought to each of us because people around us were able to relate closely with the idea. It was part of their daily lives, and it brought in some laughter. Once we saw people around us smirk a smile towards it, we thought to enter it as an award piece.

12What was the biggest challenge with this project?

Creating relatable content was one of the most important challenges for us to tackle. We had a lot of ideas to execute the #SaltyNotSorry concept, and in the end, we are proud of what we have achieved by our decisions!

13How has winning an Award developed your practice/career?

The MUSE award has helped to keep myself motivated in creating more work that is worthy enough to connect with more people.

14What are your top three (3) favorite things about our industry?

The ability to be crazy and bold are two things that I value most. This industry accepts and values the imagination of people, and to see so much content available out there that imagination has produced, and reached people, is a-MUSE-ing!

Third and final, I can wear to work what I feel drives my creativity. Feeling comfortable and happy is one of the best ways to create work in this industry, and the laidback culture definitely is a factor.

15What makes your country specifically, unique in the creative industry?

As an international who has lived in multiple countries, I think ‘perspective’ is a beautiful thing I’ve learned. Every country and culture has a different perspective of seeing life, and being aware of those have helped me grow.

16Where do you see the evolution of creative industry going over the next 5-10 years?

Creativity is the future. Jobs around us have started being taken over by robots. The only thing that I believe cannot be replaced is creativity and the ability to imagine unimaginable things, if that makes sense. In the next 10 years, solving problems in creative perspectives is where I see the industry leading towards. Not to forget, of course, help change lives for the better.

17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Be bold and think big. Awards is part of a beautiful space that values imagination and creativity, and work that is bold and big deserves to be acknowledged.

18What resources would you recommend to someone who wants to improve their skills in the creative industry?

I’ll be honest here – the internet is your most valuable resource. Every type of content is available online to learn. From photography and videography to even coding, it is available out there. One thing I’d recommend not to move away from is talks by the experienced in the industry. There is a lot of insight available to grasp from people in the industry, and even critical knowledge that school never teaches you. Learning from experience is the way you can grow.

19Tell us something you have never told anyone else.

I’m afraid of cockroaches.

20Who has inspired you in your life and why?

My parents. It’s probably the most common answer, however, each parent is a different being. From my parents, I’ve learned to look higher and always have a vision to achieve. If you know where you want to get to, you’ll do anything to get there.

21What is your key to success? Any parting words of wisdom?

It’s not the skill you learn but learning how to solve problems in the world with that skill is the biggest challenge of all. You can learn and be the best in a skill, but it’s of no use if it doesn’t provide a positive impact.

22Do you have anything else you would like to add to the interview?

Winning is a confident boost, surely. However, not winning can teach you newer ways to push to win. I see that as a positive thing.

Winning Entries

#Saltynotsorry | Lay's | 2020

#saltynotsorry | Lay's | MUSE Creative Awards

#Saltynotsorry is an integrated campaign encouraging people to be honest and have fun, no matter the situation...
(read more at MUSE Creative Awards)

Miami Ad School

Miami Ad School is one of the world’s premier advertising schools, teaching students how to develop their skills in creativity and business innovation.