Creativity Squared: Leaning into Curiosity with Erik Valdez

Erik Valdez, associate creative director at Quigley-Simpson — a full-service agency with a focus on performance marketing — enjoys pushing boundaries and embracing out-of-the-box thinking. He has a proven track record, exemplified by his work for Ford Motor Company’s digital campaigns. He currently leads a talented team on the JPMorgan Chase Sapphire and Freedom credit cards. Before Quigley-Simpson, Erik worked at various shops, including MRM, Wunderman, Ogilvy, GTB, and JWT, working on General Motors, Coca-Cola, Anheuser-Busch, National Geographic, 20th Century Fox, DreamWorks, and Verizon.

“The notion of advertising began for me as I strolled down the grocery aisles with my mom as a toddler on a leash.” - Erik Valdez.

Person

I was five years old when my older cousins swapped out a cartoon I got from Blockbuster and forced me to watch ‘The Nightmare on Elm Street’. Funny enough, I felt safe—the adrenaline rush became fun, igniting my love for the forbidding genre. When I was in the third grade, I decided to write a horror novel as my daily journal entry. While others wrote about recess, I wrote chapters on ghosts, blood, and suspense reminiscent of ‘The Shining’. As an introvert and the oldest child, I had to find ways to entertain myself; Disney, Play-Doh, and Legos allowed me to explore my imagination, a skill I would use in my career as an adult. 

Creative thinking is the single most valuable skill humans have. It involves looking at things in a new light, breaking free from traditional patterns, and embracing the unknown. It’s a superpower that has helped us evolve by finding solutions to every problem we have ever faced. The beauty of creative thinking is that it has no bounds—it can be applied to any field or situation, from man's (or woman’s) first fire to cave paintings to business to science.

To make the most of my creative thinking, I lean into my curiosity by seeking new experiences, asking questions, and allowing myself to be open to new ways of thinking. I like to collaborate because new perspectives spark ideas. For years, I’ve practised transcendental meditation to cultivate mindfulness and tap into my creative self. And I let myself take breaks because I have found creativity strikes when you take time to relax and recharge. 

Product

The notion of advertising began for me as I strolled down the grocery aisles with my mom as a toddler on a leash. I paid attention to colours, fonts, and illustrations that brands would use to sell me cereal, often resulting in bringing home a box of Lucky Charms. In the same way, photography was brought to light for me in the darkroom. There’s something romantic about developing a roll of film by the glow of red light as you inhale chemical fumes. Design, however, started for me in a school gymnasium while I was a boy scout. Once a year, we would race wooden box cars in what was known as the “Pinewood Derby.” In what was supposed to be a fun event, I took it seriously. By tiny hand, I designed, chiselled, and built my car to perfection. It was one of my earliest memories where I used my mind to make something I was proud of. Ironically enough, I would later work on major digital advertising and TV campaigns for Ford Motor Company and General Motors while driving a Chrysler. 

The power of advertising has reached unimaginable heights with the rise of AI, social media, and the popularity of smartphones. Gone are the Mad Men's days of one-directional advertising through mediums like TV and radio. Today's advertising world is interactive, personalised, and always evolving. Advertisers now can use data and technology to craft campaigns that speak directly to their audience's interests and needs.

One of the biggest advantages I see in modern advertising is that businesses today have the ability to track and measure the success of campaigns in real-time. This allows brands to make data-driven decisions about their advertising strategies on the fly. Consumers are also becoming savvier; it’s increasingly important for advertisers to create relevant, useful, and engaging content or be left in the dust.

As I see it, advertising today is a win-win for businesses and consumers alike. Businesses have the tools and technology to create targeted, more effective campaigns, and consumers are presented with more relevant and useful ads.

Process

At its best, my creative process is a magical journey that allows me to tap into my imagination and bring ideas to life. At its worst, my process tears me down, having me rethink all my life choices and whether I should give up entirely and start something new.

It starts with the spark of an idea, and like most people, I don’t know where that spark is going to come from—a moment of inspiration, a creative brief delivered at 5pm on a Friday, or simply a desire to create something original. This idea serves as the seed; my job is to nurture and cultivate it as it grows. I know I might encounter roadblocks as I delve deeper into the creative process, but I try to look at these as opportunities for growth and learning. Yes, that’s easier said than done, but setbacks provide a chance to think creatively and find new solutions.

Ultimately, the creative process is about letting go of my fears and insecurities and embracing the unknown. It requires me to trust my instincts and dare to bring a vision to fruition.   

Press

Experience is a treasure that allows me to learn from my mistakes, refine my skills, and gain a deep understanding of my craft. With each new experience, I grow and become better at what I do.

Still, plenty of outside influence has shaped my talents and vision. Specifically, the filmmaking giants, the Hitchcocks, Kubricks, and Tim Burtons of the world, my heroes. Movie posters and soundtracks are also loves of mine, from the iconic vintage ‘Jaws’ print to the eclectic album of ‘The Big Lebowski.’ It’s the combination of sight and sound at the level of art that inspires and awakens me.

However, I would be remiss if I didn’t mention Detroit, the city where I cut my teeth. The creative community in Michigan is known for its grit, exceptional vision, and stellar work ethic. From designers and artists to writers and musicians (and even engineers), the talent in the Motor City is truly unparalleled. With a rich history and cultural diversity, it’s constantly pushing boundaries and producing innovative and impactful work. If it wasn’t for Detroit, I wouldn’t be the creative I am today, and for that, I’m forever thankful.