Creativity Squared: "Be A Sponge!" with Caeleigh Sims

Be a sponge, be a sponge, be a sponge. Always a sponge. I’ve always pushed myself to be a curious, inquisitive, and disciplined creative. And those qualities didn’t just pop up overnight; they were cultivated through my lived experiences and through purposeful interactions with some truly remarkable creatives. Mentors I admire and advice I will never forget. And since I am still quite new in my career, I thought it would be valuable to others in similar positions to start by sharing some of the things I’ve noticed from the many incredible professionals I’ve had the privilege of working with across North America, South America and Europe. Lessons they’ve instilled in me.

Throughout my time working as a creative I noticed that all my mentors had one thing in common: They were all relentless in their pursuit of learning, discovery, play, and skill improvement. They’ve taught me that curiosity isn’t just a trait—it’s also a lifestyle that you actively choose for yourself. Creative blocks? They’re the worst, like running into a brick wall at full speed. But watching others push through them has always been seriously inspiring. Because it’s not just about talent; it’s also about grit and discipline.

I also don’t mean to imply that the pursuit of knowledge and creative development should come at the cost of everything else in your life. Every mentor I have had have stressed that it’s just as important to find balance between everything, to be kind and honest with yourself when you need a break, to take time for friends and family, and to play! To embrace creative hobbies outside of your creative career. I’ve learned from times when I’ve pushed myself to the point of very serious burnouts that finding this balance is crucial.

Learn from my mistakes when I tell you that it’s not worth it.

It will always come at a cost of your physical or mental health, which just slows you down in the long run.

Piggybacking on that statement, I’ve also realised that humility is a key ingredient in this mix. Being open to feedback and suggestions is crucial. Knowing when to ask for help or advice and being open to compromise and pivoting. Sure, sometimes you need to stand your ground and fight for your own creative vision, but more often than not, collaboration and openness lead to magic.

Reaching out to peers, mentors, and experts with an open mind can transform your work in ways you never imagined, and there’s few things more valuable than being able to see something from multiple different perspectives and lived experiences.

Now on a more personal note: you might think that given my disciplined nature, I’d love a structured routine. But honestly, that couldn’t be further from the truth. I think routine is the biggest stifler of creativity. My creativity thrives on change and challenges. I love pushing myself into uncomfortable situations, breaking the monotony, traveling, meeting new people, and seeing the world through different lenses.

New hobbies and experiences are the most valuable creative fuel, and have the power to change your perspective and opinions for the better.

Back in my art, design, and fashion study days, we were always encouraged to explain our work in excruciating detail, create elaborate artist statements, and decode metaphors that only a select few could understand. While I still appreciate the beauty and artistry behind that kind of work, the creative work that makes me the proudest has evolved, especially through my advertising experience.

Now, I’m all about simple, straightforward, and intuitive creative work that hits you right in the feels at first glance. Whether it’s joy, sadness, serenity, or hope, I love creating pieces that are accessible to everyone. This shift has been heavily influenced by my career in advertising, particularly my background in social media and brand strategy, and my growing passion for UX design.

There’s a lot of chatter about why today’s creative is so quick and fleeting—blame it on social media, shorter attention spans, and ad overload. But I see this as an exciting time to be in marketing and advertising.

The field is always evolving, pushing us to be more innovative. Capturing an audience’s attention is tougher now, but it’s not impossible. Brands do it all the time; it just requires more care and creativity. Because I’m so aware of this constantly looming challenge, I feel like I’m always walking around with mental sticky notes, clipping ideas and saving them for later. Whether online or in person, I’m always on the hunt for inspiration.

This perpetual search keeps my creative juices flowing and ensures that I’m always ready to dive into the next big project with fresh ideas and a new perspective.

In the end, I think my journey as a creative has been a blend of curiosity, discipline, and an openness to the world around me. This approach has allowed me to keep evolving, adapt to the ever-changing landscape of marketing and advertising, and create work that resonates with others. It’s been all about embracing the next adventure and all the chaos it will bring.