Interview with creative director Bennet Schwartz

While many people might imagine a creative director as being someone behind a computer all day, Bennet Schwartz Sydney resident definitely does not fit that image. Instead, he can often be found on his bicycle, pushing himself to new limits even as he clears his mind for whatever situations the day ahead brings.

Prior to moving to Australia, Bennet Schwartz Sydney creative director spent much of his time shuttling between Austin, Texas and throughout other parts of the United States, expanding his horizon through travel and experiencing different cultures and different ways of life.

While making the move from the United States to Australia might seem a risky move, for Bennet Schwartz it was just another opportunity to prove to himself that there isn’t a challenge that cannot be overcome. For this creative director, it’s a no-brainer to view going through life the same way he handled taking part in the Red Hook Criterium — at a breakneck speed and with no brakes.

Tell us a little about yourself and what made you relocate to Sydney, Australia?

I’m someone who has always been driven, I think. I find that I’m at my best when I’m challenging myself, whether it be through my work or through my hobbies. I like to think that always being in motion is somehow a form of meditation for me. I’ve tried to other kind of meditation and while it might work for others, it doesn’t have the same effect on me. Moving to Sydney just made sense. It’s another way of constantly staying in motion.

What inspired you to become a multi-faceted creative director?

Well, it wasn’t something that I had planned on. I worked as a graphic designer for a company in Austin. One day, I overheard a client saying they needed a creative director. The next thing I knew, I was making a pitch, despite not really understanding what it was the job entailed — and that led to me actually getting the job. Sometimes, you simply have to trust your instincts and pursue something that you might think you don’t stand a chance of achieving — and you might surprise yourself.

What were some of the challenges you faced in launching your brand and how did you overcome them?

The biggest challenges I faced were early on — before I really understood what it meant to be a creative director. Since I’m the kind of person who thrives on a challenge, I made it my goal to learn everything I could about being a creative director and simply went ahead and jumped right in. Mistakes were made, of course, and each mistake was a learning experience that I profited from.

What are the benefits of running a company like yours from Sydney?

The benefits of running a company like mine from Sydney are numerous, ranging from simply having a location in the most beautiful area on this planet to having control over every aspect of my business. In addition, when I’m either bicycling or motorcycling around the countryside, I’m letting different ideas and perspectives simmer on the back burner of my creativity while I exercise and release any stress that might have gathered.

What helps you stand out from the competition?

If there’s one thing that helps me stand out from the competition is the way I view my relationships with my clients. I want them to challenge me, I want them to make me think outside the box — and, in turn, I’ll do the same for them. When I’m working with a client, I’m always making sure they understand that all of us are a team and that everything we do is designed to deliver the best possible product or service.

How do you see the landscape of your industry changing in the next decade?

Part of the excitement I find in being a creative director is that the landscape is always changing and evolving. I’ll be honest with you — I don’t really have the slightest idea where things are going to go from here…and neither does anyone else. With all of the advances being made on a daily basis in technology and in new ways to deliver information and content to virtually every person on this planet, I’m seeing an explosion in creativity coming from all walks of life. Companies are seeing they don’t need to have their creative people coming into an office and engaging each other. They can work from home, they can be out on their patio and have a meeting with their co-workers who are sitting on the couch and before you know it, brainstorming is taking place in ways that are less constrained and rigid. To me, that’s really exciting.

Switching topics, which business leaders do you admire most and why?

I have so many that I admire but if I had to name a few, one of them would be Banksy. Granted, he’s not really a business leader, but his guerrilla tactics are second to none. One business leader I greatly respect is Reece Wabara — I mean, there he was, at the height of fame as a professional soccer player in the United Kingdom, and he simply left the sport and set up his fashion line. In fact, it was the fact he took such a huge risk that helped me make the decision to move from the United States to Australia.

What would you tell a young creative director just starting out?

I’d tell that creative director to take risks, to operate without a safety net. Don’t hesitate to strike out on your own, to trust your own instincts. Creativity is something that is unique to each of us and tapping into your own experiences can give you an edge that someone else doesn’t have.

Any final thoughts?

I like to always look forward. Too many people spend too much time looking at the past and regretting decisions they might have made. For me, that’s useless. I’d much rather look ahead and be filled with excitement for all of the incredible things that might be waiting for me down the road.