Lost + Found: What’s Happened to You, Colorado?

By The Denver Egotist / December 5, 2014 /

I’m more confused than I’ve ever been about where our business is headed. I’m also more confused about what the best creative and executional minds’ skillsets look like in the future. I know that I don’t have all of the answers. What I do know is — I’m totally amazed (again) by this city. I’m also inspired by the growth, evolution and level of talent that lives, breathes and calls this incredible state home.

I’m just returning to Denver after a five-year hiatus that took me to San Francisco, Austin, Panama, Los Angeles and San Diego. I’ll be the first to admit that I’ve jumped around a lot. I also took on large roles, titles and responsibilities at a young age that probably didn’t make any sense at all because of my lack of knowledge, experience and immaturity. In many ways, I faked it until I made it. I can’t really say what my batting average has been in terms of winning work, pitching work, executing ideas — but that’s really irrelevant in the grand scheme of things. In my opinion, doing what you love with people you respect is what counts most. Success and fulfillment for me is about feeling the passion to get up every day and work alongside people where there are no politics, gossip, yellow tape or ego. Making things and brands better with people who actually respect the creative process, aren’t afraid to fail and who never stop learning. I’ve made so many mistakes big and small both personally and professionally. What I’ve discovered, learned and internalized at the ripe age 33 is that, I’m not perfect. I’m just one big fucking work-in-progress.

I dove into the ad business at a young age. My father has owned an agency for almost 40 years and my mother has been a broadcast producer and rep for her entire career. I was born into the ‘business’ at a young age. I started in the mailroom and graduated to the creative department where RasterOps monitors were scattered throughout and we still crafted proper art boards and heralded illustration in conceptual and executional mediums. I always gravitated towards the people who were undeniably authentic, outspoken and to certain degree — outcasts. Dissenters who fearlessly conjured up a vision, picked a direction and stuck to it. It was enough motivation to take an awkward, nerdy, loaner kid like me and push me into a space that I adore.

My struggles creatively, professionally and personally have been the result of inability to settle and focus. I’m an incredibly tough personal critic and the kind of creative that constantly picks things apart. My work, lectures, presentations, ideas, relationships, communication dynamics — you name it. I’m sensitive. I’m a creative. There are some days when I feel like giving up. There are many days where I question my ability and seek constant validation from my industry peers as to whether I’m good enough.

What further complicates my struggles is the speed at which our business is changing. Our job titles and our areas of specialization are totally irrelevant. I believe the reality is: we need to be good at as many things as possible. Hyper-focusing or over-investing your discipline or expertise in one area seems foolish to me. It fundamentally hampers your ability to grow personally and professionally. Losing that feeling of curiosity or the willingness to grow is the most dangerous place anyone in advertising can be.

This business is tough. It has the ability to really break you down personally, emotionally and financially. Advertising can destroy relationships both in personal and professional worlds. It’s long hours, many people are incompetent, everyone thinks they are a creative director, there are too many meetings and sometimes we can’t get out of our fucking heads or way to get real work done. I’ve found that complacency is the killer. Just showing up for work, checking in for a check, settling, never challenging people and being comfortable are the assailants.

I have to keep moving. I don’t know any other way. It doesn’t matter if you are in account, production, media, creative, strategy or operations. If you stop feeling uncomfortable, you’re probably losing relevancy. I take sabbaticals, I travel my face off, I read, I write and I reflect. I take moments throughout my day, weeks, months and year to reflect upon what I really want out of this business and my life. The past year has been spent trying to find what inspires me. I’ve looked high and low and there have been days when I’ve just wanted to change careers. I’ve been living with a total lack of inspiration in a space that is moving at a breakneck speed. But when I dig deeper I realize that I’m exactly where I’m supposed to be right now.

I packed up and said goodbye to Los Angeles this year because I wanted to be back home. A ‘home’ that offers familiarity beyond getting around town or recognizing long-time friends. I wanted to be somewhere where I felt inspired again. I wanted to be in a place where people shared some of these similar values. Enter Colorado.

This place is amazing. Colorado has done so much for me. This is where I beat cancer, finished school, met real people with real values. Colorado is where my heart and head feel the most safe. Looking around in the short amount of time I’ve been back has been transformational. I see people with enormous talent and unlimited, multifaceted creative arsenals. I’m reinvigorated on a totally new level. My question is: how do we keep Denver a secret? This is coming from the guy with California license plates on his car. But seriously, what’s next for this state? There is more creative firepower and talent here than ever. The past and present impact of the ad community here has already been felt globally. So, what’s next? I’m overwhelmed by the amount of potential I see and feel.

I’m truly inspired. I’m also imperfect. Our business is forcing us to think stronger, faster and smarter than we ever have. In many ways, we’ve jumped into the intellectual property business because we are fundamentally transforming the ways in which brands create and develop products and services. We are in a space that is allowing us to take on challenges that extend far beyond advertising. I need to feel uncomfortable. But for now — I’ve never been more comfortable in my life being back in Colorado. I’m proud to call this home. Life’s short.

Hopefully this piece makes our community proud. I have a new and inspiring outlook on life and professional endeavors. It’s up to us to push this community even further, together. Innovating our approach, our shops and ourselves.

Author’s Notes:
– This is an unprompted piece I felt compelled to develop. Colorado is poised for some incredible things. I’m proud to be back here.

– This piece isn’t some sort of cunning attempt at personally marketing myself in hopes of obtaining work. I’m gainfully and happily employed permalancing and consulting.

– I’m suggesting that we think about and start acting more like generalists: having the tools, skills, knowledge and expertise that allows agency people to be great at many things.

– Respect. This piece is ultimately about coming of age for me. I’m thrilled to look around seeing many good friends doing what they love. This piece is about paying sincere homage to the people who have been working their asses off in this city doing what they love. Seeing their growth, their success and their ambition pushes me to be a better person and professional.

Written by Peter Yesawich Jr aka ‘PJ’.