Interview with Skylar Braswell, Copywriter of Miami Ad School, United States

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Skylar Braswell

As a copywriter, Skylar’s passion for storytelling allowed her to express her creative thoughts across a range of media, including advertising.

Interview with the 2020 MUSE Creative Awards Winner - Skylar Braswell

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

I am honored to be given this Creative Award and the opportunity to speak as a copywriter.

I’ve always known I wanted to be a storyteller. My first major career move was working with PBS in Washington DC. Though, after the 2016 election and its slew of alternative facts, I pivoted from journalism to an industry where I can explore my passion for storytelling across a range of media: advertising.

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

I’ve always been an artistic kid and was blessed to have parents who gave me the freedom to explore my craft at a young age.

Growing up, I started to see and understand the state of the world and wanted to make a difference in a unique way.

Copywriting has given me the opportunity to leave a positive and factual imprint on the world in a creative and emotional way.

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

I’m a copywriter and screenwriter working in advertising. In the office, my work is very clever and sassy, yet my screenwriting is bold and daring. It’s a delicate balance.

4What does “creativity” mean to you?

Creativity means using all of your senses, experiences, and resources to make a story unforgettable.

For example, my favorite campaign is Dove's “Real Beauty Sketches” ad. It’s so easy to forget just how beautiful and unique you truly are, and I think this campaign beautifully illuminates how we take our natural beauty for granted.

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

Personally, it’s not just about the “ah- hah” moment but the warmth of my teammates smiles when inspired by a good idea.

When my team shares a mutual understanding as well as excitement about an idea, the creative process flows better, and the product is more cohesive in the end.

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

First things first, make a google doc. Creating and organizing the doc helps me and my team stay focused and always prepared. It’s an easier way to reflect on the brief and gather all of our research. When collaborating, we make sure to write down every crazy idea so it’s easy to remember and build over time.

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

My favorite part of the creative process is the research. I get really excited to dig deep into the brief and explore different options for a campaign.

8Describe your creative style and its main characteristics.

I tend to have different styles depending on the brief.

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

America has always persevered no matter the obstacle. It’s an optimistic culture and the confident attitude has inspired me to continue doing my research, keep my spirits high and never accept defeat until I am satisfied with the campaign.

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 honored but I couldn’t do it without my team. It means a lot to put in work into a campaign and be recognized for it.

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?

Creating this campaign was a lot of fun and we wanted to share it with the world, including MUSE.

#Saltynotsorry is a campaign encouraging people to be honest and have fun, no matter the situation. We noticed that this idea was very catchy and could easily be developed for a variety of media.

12What was the biggest challenge with this project?

Time. We definitely wanted to make sure the campaign was perfect before submitting.

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

It has definitely given me a confidence boost and reassured me that my crazy ideas are award winning.

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

How a campaign can influence thoughts, feelings, and opinions in a matter of seconds.

It’s never a boring day in the office because you’re challenged to be creative.

Thank Heaven there’s no dress code.

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

America has been known as the land of opportunity and innovation. Historically, people have overcome societal and physical limitations to share their craft.

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

Ads will become more personal rather than to sell a product.

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

All ideas start small but have the potential to become movements if built correctly. Therefore, research and build strategically.

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

Find ways to truly enjoy your assignments. Regardless of your career field, nothing feels like work unless you’re having fun.

19Tell us something you have never told anyone else.

I much rather read/listen to a horror story than watch a horror film. What can I say? I much rather use my imagination.

20Who has inspired you in your life and why?

I’ve always been inspired by women of color. No matter the task, women of color always get it done.

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

Work hard and have fun. Be open to silly ideas even if they’re not realistic. Some silly ideas can be truly creative if not downright brilliant.

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

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