In the mid-to-late 2000s, as digital-focused agencies began to emerge, rather than picking sides between digital and traditional, I believed the successful shop would be capable of doing it all. To evolve, I invested in myself—by enrolling in Hyper Island’s cutting-edge digital master class. This decision nudged me towards becoming a hybrid creative, bridging both worlds.
It led to the launch of TEDxHollywood, blending advertising, art, and entertainment, with speakers like our very own Coach inspiring the room with projects like Pepsi Refresh. Shortly after, I joined TBWA/Chiat/Day as Nissan’s Digital Creative Director. That role eventually grew into Creative Director for the Americas, marking one of the most dynamic and fulfilling periods of my career—all from developing my digital Side-Muscle.
Previously, while at BBDO, I noticed the Gallo Family of Wines was a major client of our West office—and a business I aspired to work on. Determined to stand out, I joined the International Sommelier’s Guild, where I completed Levels 1 and 2 of the Sommelier course, gaining lifelong knowledge.
Though I never worked on Gallo, this education helped build rapport with clients and opened doors to winemakers in stunning regions—valuable for luxury automotive experiences and pitches to food, travel, and lifestyle clients.
Currently, I’m focusing on three Side-Muscles:
1- Financial literacy—learning to read financial reports, budget effectively, and create P&L statements. In today’s climate of cost-cutting, this skill feels essential for building deeper connections with clients.
2- Becoming AI-fluent—with the daily integration of various AIs into my daily workflow—such as Midjourney, OpenAI, Claude, Gemini, and Perplexity. The polished editing of this post is proof that it's working.
3- Leadership development—a never-ending quest. I’m considering ACT’s “Leader as a Coach” program to become a more empathetic and adaptable leader. Inspired by Rob’s journey, I believe this will sharpen my listening, communication, emotional intelligence, and mentoring skills—valuable both within agency halls and in clients’ C-suites.
Might developing these new Side-Muscles advance my career once more? I don’t know for sure. But as always, I will take pointers.
PS: Who thinks learning to write shorter posts should be on the list? ; )
That's a brilliant way to phrase it! There is so much focus on side-hustles, but side-muscles can be anything and so many, and I suppose its more freeing to shift or adapt them as and when needed. For instance, as a graphic designer, mixed media art and illustration are my side muscles, but I could also take up learning to code, not so that I can then start making websites (I could if I want to and want to make money) but it will regardless help me design and work with the dev team better in the first place
love the concept. I'd add that it's essential in this market to have alternate means of income or at least a sense of how to achieve it in case the chips are down - and they're all too often down for all too many people these days. while my new self-published novella isn't exactly going to replace my agency salary with benefits, the problem solving of it, and the associated new skills could help me get a different kind of job if I ever needed one, or give me the expertise to start a new business. now as for those screenplays... that's a whole other conversation!
In the mid-to-late 2000s, as digital-focused agencies began to emerge, rather than picking sides between digital and traditional, I believed the successful shop would be capable of doing it all. To evolve, I invested in myself—by enrolling in Hyper Island’s cutting-edge digital master class. This decision nudged me towards becoming a hybrid creative, bridging both worlds.
It led to the launch of TEDxHollywood, blending advertising, art, and entertainment, with speakers like our very own Coach inspiring the room with projects like Pepsi Refresh. Shortly after, I joined TBWA/Chiat/Day as Nissan’s Digital Creative Director. That role eventually grew into Creative Director for the Americas, marking one of the most dynamic and fulfilling periods of my career—all from developing my digital Side-Muscle.
Previously, while at BBDO, I noticed the Gallo Family of Wines was a major client of our West office—and a business I aspired to work on. Determined to stand out, I joined the International Sommelier’s Guild, where I completed Levels 1 and 2 of the Sommelier course, gaining lifelong knowledge.
Though I never worked on Gallo, this education helped build rapport with clients and opened doors to winemakers in stunning regions—valuable for luxury automotive experiences and pitches to food, travel, and lifestyle clients.
Currently, I’m focusing on three Side-Muscles:
1- Financial literacy—learning to read financial reports, budget effectively, and create P&L statements. In today’s climate of cost-cutting, this skill feels essential for building deeper connections with clients.
2- Becoming AI-fluent—with the daily integration of various AIs into my daily workflow—such as Midjourney, OpenAI, Claude, Gemini, and Perplexity. The polished editing of this post is proof that it's working.
3- Leadership development—a never-ending quest. I’m considering ACT’s “Leader as a Coach” program to become a more empathetic and adaptable leader. Inspired by Rob’s journey, I believe this will sharpen my listening, communication, emotional intelligence, and mentoring skills—valuable both within agency halls and in clients’ C-suites.
Might developing these new Side-Muscles advance my career once more? I don’t know for sure. But as always, I will take pointers.
PS: Who thinks learning to write shorter posts should be on the list? ; )
That's a brilliant way to phrase it! There is so much focus on side-hustles, but side-muscles can be anything and so many, and I suppose its more freeing to shift or adapt them as and when needed. For instance, as a graphic designer, mixed media art and illustration are my side muscles, but I could also take up learning to code, not so that I can then start making websites (I could if I want to and want to make money) but it will regardless help me design and work with the dev team better in the first place
Thank you! And thanks for reading.
love the concept. I'd add that it's essential in this market to have alternate means of income or at least a sense of how to achieve it in case the chips are down - and they're all too often down for all too many people these days. while my new self-published novella isn't exactly going to replace my agency salary with benefits, the problem solving of it, and the associated new skills could help me get a different kind of job if I ever needed one, or give me the expertise to start a new business. now as for those screenplays... that's a whole other conversation!