Alright – so today we’ve got the honor of introducing you to Esha Netto. We think you’ll enjoy our conversation, we’ve shared it below.

Esha, thanks for joining us, excited to have you contributing your stories and insights. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the biggest trends I’m seeing in the industry right now is the creative use of generative AI, not just for efficiency, but for storytelling and cultural insight. A great example is Heinz’s campaign where they used DALL·E to generate images of ketchup. Without prompting it with the Heinz name, most of the images still resembled their iconic bottle. They turned that into the ‘This is what AI thinks ketchup looks like’ campaign. It was a smart way to prove their brand’s cultural dominance, using AI not just as a tool, but as a mirror for how deeply embedded Heinz is in consumer perception.

Esha, 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?

I’ve always been a creative person, even as a kid. I spent six years volunteering at an animal shelter, which taught me a lot more than just how to care for animals. It taught me how to read emotion, how to connect without words, and how to really pay attention to the unspoken. In my free time, I was always drawing, creating, and trying to find new ways to express what I felt. Looking back, that combination of creativity and emotional awareness shaped the foundation of how I approach my work today.

That early love for connection naturally led me to design. I pursued my undergraduate degree in Information Design, where I learned how to structure ideas, simplify complex systems, and communicate clearly through visual language. But I realized I didn’t just want to organize information. I wanted to create work that left a lasting emotional imprint. That’s what led me to pursue my master’s degree in Advertising at SCAD.

What drew me to advertising was the challenge of solving real-world problems in a way that’s both creative and strategic. I loved the idea of stepping into someone else’s shoes, thinking like the audience, understanding what they care about, what they fear, what they hope for, and using that insight to build work that resonates.

Today, I’m an art director with a strong foundation in strategy. My strength lies in being able to empathize not just with the audience, but with the brand itself. I take the time to understand what a brand stands for at its core and then figure out how to bring that to life in a way that connects deeply with the people it’s trying to reach. From concept to execution, my goal is always the same: to bridge that gap between message and meaning.

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

What I find most rewarding about being a creative is the constant shift between roles. One moment you’re thinking strategically, the next you’re focused on design or storytelling. That range keeps the process dynamic. But the most meaningful part is seeing how intentional decisions can reshape perception. When your work leads someone to see a product, a brand, or even themselves differently, that kind of shift is what makes it all worth it.

We’d love to hear a story of resilience from your journey.

Coming into grad school after briefly working in the industry, I expected to feel prepared. But entering a new country, a different creative culture, and an entirely new way of thinking challenged me more than I anticipated.

I found myself surrounded by people who approached creativity in ways I hadn’t encountered before, shaped by different cultures, disciplines, and values. The methods I once relied on weren’t wrong, but they needed to evolve. So I adapted. I listened more, asked better questions, and let those perspectives reshape how I think. That process didn’t just help me adjust; it expanded my creative voice, making it more flexible, curious, and collaborative.

Eventually, I moved from finding my place to helping shape the work. I began leading projects, aligning different viewpoints, and guiding teams toward a shared vision. It pushed me to grow not just creatively, but in how I communicate, collaborate, and take ownership as a leader.

Contact Info:

• Website: https://eshanetto.com
• Linkedin: https://www.linkedin.com/in/eshanetto/