If you are reading this, I’m already dead…

serious about advertising.

Hi, I’m Teko & I’m from Georgia (no, not the State) the Country. I am officially an AD but secretly a CW lover as well & I love solving problems with humour.

In 2008 I enrolled in Miami Ad School Europe for the Art Direction program and after that, I have been travelling and working in all these amazing agencies all over the world. I started my career in one of the biggest agencies in New York - 360i, after that I moved to Toronto in the best and most award-winning agency called Rethink. Then I started working in Wunderman Thompson Tokyo, and today I am working in my home country in one of the leading agencies - Leavingstone.

Because of all these experiences I have tasted different flavours of advertising. I have seen some interesting insights and all the differences and similarities between European American and Asian cultures.

We are all creatives in a way by our nature, some of us just embrace it more than others. Since I was a child the thing I loved the most was thinking. I loved observing people's behaviours, emotions, why do they do what they do... and then I found out that these things have an actual name and they are called insights which are used in advertising. So basically I turned my hobby into a career.

I think that in a world where you can be anything, it is pleasure to be your true nature, which is - creative.

I am an Art Director which means that I am obsessed with thinking about new ideas and transforming these ideas into visually appealing products.

Creativity for me means a true, most honest nature of a human being itself.

An idea is creative when it makes you feel something in your body and your mind. It is all connected to emotions and an amazing idea or art always makes you feel somehow. These feelings might be different and unique but you always know that it is creative.

When I am working on a brief I always keep in mind that it is for someone out there to use, so I try to imagine the person who would use this product and start living in their shoes. I try to imagine what my day would look like, what would be my problems or what would make me happy, and what is the product that I would love to use and then I just make that product.

When you think of an idea and right at that moment you know it's a good idea because you have this feeling of happiness in your brain.

Winning the 2022 MUSE Creative Awards indeed means a lot to me! It is reassuring for me that I am on the right track and also gives me the motivation to create more quality work.

While we are counting sheep to fall asleep, counting endangered animals make us stay awake. Reason 1 is that because the number of endangered animals is not enough to be able to fall asleep – we quickly run out of animals to count and reason 2 is that it is horrifying, so it makes us stay awake at night.

I entered this campaign because I believe in its strength, it is built on a very strong insight and at the same time is very simple to understand.

Awards are always interesting and eye-catching for your potential employers. But besides that, It is very important for your confidence and motivation.

1. This industry for me is very close to psychology and figuring out what is going on in people's minds which I love.
2. You can use this platform to channel your humour in very interesting ways which I enjoy.
3. You get to think a lot which is my favourite thing to do.

I have thought about this topic a lot and the answer I always come up with is that advertising is slowly transforming to the entertainment industry which is way better than just selling stuff. So I hope I see more of that in the future.

Just do it.

live!

Explore this life fullest because that's how you get creative.

Embrace your weirdness!