Interview with Tyler Edwards, Creative Copywriter, Canada

Min Zhang | MUSE Design Awards
Interview with Min Zhang, Design Director of Shang He Decoration Design Co.Ltd., China
November 18, 2020
Jian Sun | MUSE Creative Awards
Interview with Jian Sun, Founder of SunDesign, China
November 19, 2020

Tyler Edwards

TJ is a creative copywriter whose writing directly impacts the branding, brand, and voice.

Interview with the 2020 MUSE Design Creative Awards Winner - Tyler Edwards

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

Hey I'm TJ. My real name's Tyler but simplicity's the key to great ideas. I've been creating for years. Whether it was music, fashion, film, or art, I've made creativity the focal point of my life for a long time and I'm happy to be creating things that can impact the world now.

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

Because subjectivity is exciting. I grew up admiring people that were able to creatively twist the way we approached the world and I knew I wanted to be one of those people who inspired the next generation to do the same.

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

I'm a creative copywriter who feels passionately about the impact that branding, voice, and innovation could have on both a brand and the world.

4What does “creativity” mean to you?

Creativity is the ability to hone in on the things that people can resonate with, to display them in ways people have never resonated with before.

5Tell us about your creative and/or design process.

Talking to people. Seeing the value in the opinions of all people despite their difference of opinion leads to amazing insights.

6What's your favorite part of the creative process and why?

The research. Anyone could execute an amazing idea but true creativity comes from the insight that was backed up by the interactions and research that built it.

7Do you think your country and its cultural heritage has an impact on your creativity process?

Canada and Toronto in particular is a great place to nourish the creative spirit. As someone who has done a lot of traveling, it's great to come home to a place where everyone can communicate and love each other despite their race, religion, sex, or ideals. Although we still have a long way to go, it's great to be a part of a place where growth is so respected. Home has taught me a great amount of empathy that has massively influenced my creativity.

8Can you explain a bit about the winning work you entered into the 2020 MUSE Creative Awards, and why you chose to enter this project?

As someone who has grown up in vulnerable communities, I know how much the truth gets muddled on both sides of urban interactions. Vulnerable youth and law enforcement are both victimized in a world where "choosing sides" is publicized more than the truth is. We created this to make the truth more undisputable. The work, 'Miranda' makes it easier for both sides to identify and access the truth in a seamless way. Our team truly believes that campaigns and apps like this are the initial steps that can lead to peace in our urban communities.

9What are your top three (3) favorite things about our industry?

1. The ability to educate

2. The ability to entertain

3. The ability to energize

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

I think there's a possibility that voice and audio will be the prime decider of the creative industry in the future. Visual aesthetics may at some point be surpassed by auditory aesthetics and the fine line between print ad and podcast could grow closer and closer.

11If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?

Find what matters to one person and make it matter to the world, but do it creatively.

12What resources would you recommend to someone who wants to improve their skills in the creative industry?

Hear out more people (YouTube counts).

13Tell us something you have never told anyone else.

Don't tell anyone this. But I've never told anyone anything I've never told anyone else. Please keep that a secret.

14Who has inspired you in your life and why?

Tupac, John Oliver, and my mom. Because they're all equally gangster.

15What is your key to success? Any parting words of wisdom?

I don't consider myself successful yet but I'm hoping that's the key.

Winning Entries

Miranda | 2020

Miranda | MUSE Creative Awards

Miranda is mobile app campaign that "aims to provide access to justice for all and build effective, accountable, and inclusive institutions at...
(read more at MUSE Creative Awards)