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And then I emerge 87 minutes later, with no work outs completed. First I’m going to reddit workout threads. I should probably do more back work outs. I wonder if any masseuse has been creeped out to touch MY back. I think about all the bodies and hair I’ll have to touch as a masseuse. I rebudget my life to fit into a massage therapist’s paycheck. No one has ever been as hacky as my hack. I stare at a blank page and do everything in my power to avoid it. This is why data-driven creative will never be great creative. And my body experienced a visceral reaction upon seeing it. The strategy is spot-on, it’s relatable, it’s big. The idea might not even be fully baked, but when someone is on to something right, my skull-base tells me. It’s a tingle of excited nerve bundles at the base of my fucking skull. When I see a really, really good idea, I just know.
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Something I have no idea how to put in a scientific format because it has nothing to do with logic. And I promise you’ll learn nothing from what I’ll say next: I judge work on instinct. Yes, dear readers, honesty is something I can promise you. But this is Creativity Squared! If we can’t be honest here, well, what’s the point in of any of this. The other way I judge work is an incredibly annoying answer. Maybe it’ll feel new or brave or important or fun. Do you know how hard it is to come up with something completely new? So instead, take two done ideas and mix them together. It takes a lot of pressure off of us creatives. It’s no secret that nothing is original, thank god. Take a Gatorade spot and lay a Rogers and Hammerstein track over it. I want to see familiar things put together in a way that I’ve never seen before. This innate contradiction makes me suitable for exactly one legal job: creative director. In short: I will work really, really hard for sloth. So I decided to work hard with the ultimate goal of being able to enjoy Bougie-Lazy: the kind of relaxation that comes with a couch and a tangle of streaming services. Like shelter, food, and other adult things that are generally in conflict with doing absolutely nothing. Unfortunately for my lazy streak, I also enjoy creature comforts.
This is also, probably, why math scares the shit out of me. And I learned a valuable lesson that day: clever short cuts pay off. So I scribbled some hieroglyphs all over a page and called it a day. And then I realised a loophole: aliens wouldn’t write in our standard English script. Once, in 4th grade, we were asked to write an essay from the perspective of an alien coming to Earth for the first time. Everything I do is an exercise on how I can get away with doing it in fewer steps. I am, first and foremost, a wildly lazy person.
She has received awards at Cannes, One Show, AICP, D&AD, London International, and the Webbies for her work as a creative director and writer.
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She worked several years as a freelance CD/copywriter and full time at Crispin Porter + Bogusky, Doner LA, and Deutsch LA. And for Alaska Airlines, she returned the brand to its comedic roots by revisioning Men Without Hats’ appropriately themed new wave song “Safety Dance” as a flight crew training video in which choreographed workers recited new COVID-19 safe flying measures as the lyrics.
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While there, she created a spot featuring the first lactating breast seen on network TV for personal breast-care brand Frida Mom, which aired during the Golden Globes.
Rachel Carlson works alongside World Famous’ founder/president Alan Nay, and Chris Volckmann, partner/managing director, continuing to build a new type of agency that’s more beneficial to clients and creatives because it sidesteps traditional-model bloat caused by decades of old processes.Ĭarlson came to World Famous from Mekanism, where she was creative director.
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