We were lucky to catch up with Erin Sarofsky recently and have shared our conversation below.

Alright, Erin thanks for taking the time to share your stories and insights with us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

AI is the topic du jour… and my take is marketing specific:

AI dominates discussions today, especially in marketing. The influx of AI-infused products prompts a shift from surreal, computer-generated visuals to naturalistic, handmade, and human-centric marketing strategies.

Think back to the Mac vs. PC ads with Justin Long and John Hodgman – that’s the direction we’re heading. Authentic human interactions, deep insights, and a touch of humor will define this new wave of media.

Visual design will veer away from surreal generative aesthetics to embrace handcrafted styles like collage, minimal type, and simplified graphics, inspired by luminaries such as Saul Bass.

In the AI realm, humans drive the intelligence, while models contribute the artificial aspect. Marketers must ensure that the human element takes the spotlight; after all, there’s no AI without humans asking the questions.

Erin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As the owner and lead creative at Sarofsky, I helm a dynamic team of creatives, producers, and technologists. Our mission is clear: we seek opportunities to address business challenges, accomplish objectives, and carve out distinctive visual identities for our diverse clientele. This includes industry giants like Marvel Studios, DC Studios, AGBO, A24, and esteemed brands such as State Farm, Verizon, Infinity, and Chevrolet.

We pride ourselves on being a big, small studio—a unique blend that allows us to tackle substantial projects while nurturing close, personal connections with our clients. Our approach combines the intimacy of a boutique feel with the expertise reminiscent of a large, global creative agency.

We’ve gained recognition for our outstanding main title sequences, with notable legacy projects including “Community” and “Captain America: Winter Soldier.” Among our recent achievements are “Echo,” “Beef,” and the eagerly anticipated “We Were the Lucky Ones,” set to premiere soon on Hulu.

While often sought at the end of production pipelines, agencies, brands, and studios increasingly bring us in earlier to address both significant and minor challenges. This proactive engagement is managed by Sarofsky TBD*, an arm of our studio dedicated to strategy and ideation.

Embracing the “Think, Create, Make” model, we foster collaboration between makers and ideators from the outset. This approach enhances efficiency, allowing us to focus on developing media-agnostic solutions for our clients.

For you, what’s the most rewarding aspect of being a creative?

By day, I navigate design challenges for brands, and by night, I immerse myself in the realms of technology, tactile arts, and creative writing. Surprisingly, these two worlds seamlessly converge.

A recent journey into exploring AI’s potential for our studio unexpectedly birthed “Meet the Skrimps” — a collection of whimsical, felted, muppet-like portraits. Launched on Instagram just eight weeks ago, it swiftly amassed 10k followers, tapping into the current zeitgeist.

What I love about this pet project is that it combines my love of design, photography, fiber arts, technology and comedy writing.

In a world fixated on work/life balance, my focus is on harmonizing these aspects, creating a synergy where they mutually enhance one another.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

Leading a creative studio poses unique challenges, primarily because the finish line is seldom clearly defined.

I often ask students this leading question, “How do you know when a project is finished?” The responses range from puzzled looks to whimsical answers like “it looks right” or “the client likes it.” However, the real answer lies in a more pragmatic reality: We are done when the client is out of time and money.

I often say our clients pay for the process. At the end of the process is the outcome. Ideally, it’s a collaborative journey where the client agrees with all your creative decisions, but that’s a rarity. In truth, you share progress at milestones, continuously incorporate feedback, and only conclude the process when both parties agree. However, extending the timeline would have undoubtedly yielded more feedback.

For those outside the creative realm, deciphering a creative studio’s business model — how we allocate funds and why — often proves perplexing. Yet, it is this very process that steers our decisions and defines our approach.

Contact Info:

• Website: https://www.sarofsky.com/
• Instagram: https://www.instagram.com/sarofsky_design/
• Linkedin: https://www.linkedin.com/company/sarofsky
• Other: https://www.meettheskrimps.com/ https://www.instagram.com/meettheskrimps/