Creativity Squared: Grasping Life's Creative Essence with Marty Martinez

Marty Martinez, chief creative officer at TANK Worldwide, has over 20 years of industry experience. With TANK for nearly a decade, he has helped the agency become a premier force in health and wellness, with offices across New York, Toronto, London, and Montréal, and a client roster featuring AbbVie, Lilly, GSK, among others.

Marty's dedication to art and science that drives human impact has earned him accolades from award shows including Cannes, the LIAs, The One Show, and more. Marty has participated in juries such as The Webby Awards, Clio Health, and the Rx Awards, and has been selected as a juror for the Health and Wellness at the 2024 Cannes Lions Festival.

One might assume that experiencing four relocations across different countries, attending fifteen different schools, and mastering two additional languages by the age of twelve would instil an overwhelming fear of the unknown. Yet, to my surprise, I've discovered that there's a profound comfort in unravelling the mysteries of life, particularly when viewed through the lens of curiosity that ignites my creative essence.

Creativity has been my guiding light, enabling me to perceive the world in unconventional ways. Colours, scents, sounds, melodies, conversations, textures, design—both good and bad—urban landscapes, and the intricacies of nature, all contribute to the rich tapestry that shapes and informs our creative expressions.

When we acknowledge that our environment is an integral part of our identity, not merely fleeting elements, we recognise the significant impact they have on shaping our creative pursuits. The world brims with innovative solutions when we open our senses to it.

I firmly believe that creativity is a universal gift we all possess. Some of us exercise this gift daily, while others employ it more subtly or inadvertently overlook its existence.

Creativity isn't something we learn; it's something we allow ourselves to cultivate by embracing failure, daring to appear foolish, and courageously championing dissenting viewpoints. Encountering nine 'no's out of ten is a crucial aspect of the creative journey, as it's through perseverance that we unveil that elusive 'yes.' We'll forever cherish those rare affirmations while tirelessly pursuing them time and again.

When evaluating the creativity of an idea, several key elements come into play: its impact, its ability to amplify brand storytelling, the behavioural change it aims to inspire, its level of innovation, and a host of other dynamic components. However, true creativity becomes evident when it sparks a thought process that leads to sentiments like 'I wish I had thought of that,' 'it's simple yet powerful,' or 'I've never experienced anything like this before.

Reflecting on the past, we've witnessed an ever-accelerating evolution in the creative landscape. From hand-drawn sketches to AI-generated imagery in the blink of an eye, from advertising that merely raises brand awareness to brands that actively shape our culture, the metrics for measuring good ideas have shifted to include reach, influence, societal change, endurance, and cultural significance. Yet, amidst this rapid transformation, the enduring aspect of good creativity lies in the emotions it evokes within us.

I've always regarded working in a creative field as both a privilege and a social responsibility. Projects like the Dr. Shalon Maternal Action Project ‘Last Lullabye,’ which addresses the disparities in black maternal death rates in the US, exemplify how we can leverage our creative talents to drive social impact. 

This project, in particular, delicately balanced technology with genuine human emotion. Although reproducing Dr. Shalon's voice using AI posed challenges, its authenticity was upheld through heartfelt conversations with Dr. Shalon's mother, brimming with a blend of joy, pride, and sorrow.

As we embrace the rapid pace of creative evolution, I find myself both exhilarated and challenged by the perpetual redefinition of creativity, particularly as it intersects with emerging technologies like AI, augmented reality and a myriad of others.

It's not unusual for a creative mind to be constantly attuned to life's stimulis, gathering ideas and swiftly overcoming the dreaded 'blank page syndrome.' Even amidst the distractions of my surroundings, I've learned to refocus and channel these thoughts through a meticulously curated musical playlist that sets the perfect mood for ideation.

My 'work' playlist is a treasure trove of melodies woven with profound narratives, like the jazz-infused soundtrack for 'regular or super, Views on Mies van der Rohe' by Ramachandra Bocar—an artistic homage to architecture. And if you've ever questioned whether a gas station could be deemed art, well, Mies proved it possible.

Another gem is found in Miles Davis' masterful improvisation for the soundtrack of 'Ascenseur pour l’échafaud,' inspiring me to stretch the boundaries of my ideas just as Miles stretched his notes.

When I embark on a new project, the initial stages are ablaze with the dynamic exchange of ideas among my exceptional colleagues at TANK. Picture this: diverse minds coming together, each with their unique background and creative perspective, adding layers of depth and richness to our collective vision, all whilst sowing the seeds of innovation.

Whether it's lively brainstorming sessions that evoke memories of my early days hustling in small local agencies or spirited debates that push the boundaries of our assumptions, every interaction ignites the creative flame, driving our project onward with revitalised energy and clarity of purpose.

In the creative process, knowing when to release a project into the world is an art in itself. While there's always room for refinement, there comes a point where one must relinquish control. Timing, I've come to understand, is a crucial element—one that I continue to hone throughout my journey. 

Being born in Nicaragua and subsequently moving to Panama, Costa Rica, and now residing in Canada has profoundly shaped my understanding that diversity in cultures, stories, and people is the most unifying aspect of humanity.

When we embrace the varied perspectives born from diverse realities under the same sky, it sparks a beautiful synergy. Respect for our differences is not just a prerequisite but the very cornerstone of successful creative endeavours.

In the broader context of agency dynamics, I firmly believe that nurturing a culture of creativity begins with leadership. Creativity thrives when it's not constrained by bureaucracy, rigid hierarchies, or narrow perspectives. Instead, leaders should articulate a clear vision and mission that champions innovation and creativity. They should cultivate an atmosphere of support and inclusivity, where diverse viewpoints are not just valued but celebrated.