We were lucky to catch up with AO Baker recently and have shared our conversation below.

AO, thanks for taking the time to share your stories with us today What did your parents do right and how has that impacted you in your life and career?

My foundation started with my mom, grandparents, and great-grandmother in our home in Roosevelt, NY. There are endless lessons, but I’ll hone in on a few.

I remember my mom taking marketing and advertising courses in college. One of her assignments was to create a restaurant brand and then make a radio spot for it. I remember her trying out different brand names, menu items, and taglines until something stuck. She recorded and mixed the commercial on a boombox. That ended up being the same way I recorded my first music demos and, obviously, sparked my interest in advertising.

My grandfather is a professional photographer, and sometimes I’d tag along on his assignments or help out at his studio. That let me see everything that goes into taking photos beyond just clicking the camera like organizing equipment, setting it up, and breaking it down. At the studio, it was developing photos in the darkroom, cutting them, packaging them. And because it was his business, I saw the hours he had to put in. When you own something, there are no days off.

My grandmother was super resourceful and always stressed the importance of making something your own. For example, my grandfather ripped a small hole in a pair of jeans. Instead of throwing them away and buying a new pair, she designed a custom patch and sewed it on. Now the jeans were one of one. If something you want doesn’t exist, make it and make it yours. That’s probably why I have a hat company today.

My great-grandmother taught me patience and kindness. In her later years, she lost her eyesight, so every day I’d go to her room and help her count her cash. She had a specific way of folding $1 bills that was different from fives, tens, and twenties. I’d dial her close friends on the phone so they could stay in touch. And we’d sit and watch Jeopardy! and Wheel of Fortune together every day.

AO, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Before anything, I’m a writer. With zero experience in advertising, I’ve gone from a student at Adhouse to junior/senior copywriter to associate creative director at the agency Atlantic New York in less than four years. Being able to write taglines and scripts is only part of the job. The creative idea is the most important part. At Atlantic, we use what we call the “countercurrent” method to arrive at those ideas. That basically means we look at where things are going in the client’s industry and in culture, then strategically go in the other direction to explore new territory. That helps us deliver fresh ideas.

Prior to the advertising industry, I worked in the music industry, primarily as a DJ and manager. I was able to earn the respect and trust of artists because I started as a songwriter and music producer. I still make and release music, mostly for fun these days, but every now and then, I’m able to contribute to independent artists’ projects.

The hat brand that I own, Pardon My Fresh, started out as a music and culture blog that I created and wrote for daily. It eventually became fairly popular, so I started selling merch before deciding to focus solely on creating headwear. Beyond the designs, people get a kick out of the brand name itself, Pardon My Fresh, which I came up with back in 2008.

Writing is my common denominator, and not trying to talk to everybody at once is one of my superpowers. For example, I designed and released a leather trucker hat targeted only to fashion-savvy pro wrestling fans, about as niche as it gets. That hat became the best-selling release in my brand’s history.

What do you find most rewarding about being a creative?

There are two aspects that I find most rewarding. First, the creative process itself. I love learning and no matter what type of project I’m working on, I learn something because of that process. It starts with a blank piece of paper or document somewhere in the cloud. Jotting ideas turns into researching. Before long, I’m in a rabbit hole and when I return to the surface, I have a slew of facts and stories that are new to me. Now, that once blank sheet is home to an idea. Eventually, something tangible is born. Which leads me to the second aspect that I find most rewarding: the community.

I’ve connected with so many amazing humans just by sharing work. The fact that a thought can turn into something that connects with people in a very real way will always fascinate me. I love seeing people react to something that I’ve worked on. The outfit that they put together featuring one of my hats. The line that they laugh at from a commercial that I’ve worked on. The head nod and scrunchie facial expression when they’re listening to a song that I had a hand in. It never gets old. That leads to someone else being comfortable enough to share something with me and, from there, relationships develop.

What can society do to ensure an environment that’s helpful to artists and creatives?

Buy from artists directly. Pay artists fairly and on time. Share the work that you think is cool. Share opportunities that you come across.

Contact Info:

• Website: https://madebyaobaker.com/
• Instagram: https://www.instagram.com/iamaobaker/
• Linkedin: https://www.linkedin.com/in/aobaker/
• Other: https://PardonMyFresh.com