Suz Keen
Location
New York
Portfolio
One-sentence bio
A creative director (art) and empathetic leader made of equal parts heart, guts and cut-to-the-chase.
Creative philosophy or approach
My creative approach always starts with listening, writing and drawing. Quickly followed by interrogating the brief, making sure there is an agreed-upon clear problem to solve with several insights and jumping-off points. I'm all about setting the team up for success. I believe in really seeing people, playing to talented people's strengths, and getting any mess out of their way to shine. I believe in always paying attention and observing whatever or whoever is right in front of me. I believe multi-tasking is bullshit. I believe there is always learning to be done. I am a full-grown adult pro, albeit a mischievous one who believes if we don't have fun making something, people won't enjoy the ultimate output.
Recent work I’m proud of
I love work that is able to put the brand and/or product at the center of the story. This demonstrative campaign for Jet showed off their point of difference with striking and playful juxtapositions featuring items you wouldn't normally purchase from the same shop. The work celebrated our city target and the way they shop: High fashion, basics, local goods, and fresh foods. All in one place.
Link to campaign: https://www.suzkeen.com/#/jet-our-carts-are-different-here/
Recent work I admired
I admire the powerful New York Times campaign “The Truth Is Worth It.” The craft, the writing, the editing, it’s beautiful and raw and gripping all at the same time. I’m impressed with the restraint of the campaign, they could’ve gone into longer formats with too much exposition, but they seemed to know the exact amount to put out there. It made them seem confident, truthful and trustworthy.
