“I Find Myself Being Exceptionally Polite to ChatGPT”
“If you can’t describe an idea in one sentence it’s too complicated,” says Dominika Zajac, reflecting on the most valuable insight she’s gained in her career so far. The creative director at Leo Burnett Germany started her career around 15 years ago at Jung von Matt as a creative, before moving into art direction at DDB Düsseldorf and working her way up from there.
Throughout her career, she’s worked on campaigns for DIESEL and Pink Ribbon, which proved to be formative moments, as well as having had the opportunity to work and pitch across several different teams at Publicis. Every project has shaped her learnings and encouraged her to keep things simple, surround her with equally passionate colleagues and ensure research is the starting point of everything.
Speaking to LBB’s Nisna Mahtani, Dominika shares how AI and creativity will continue to work hand in hand, as well as a little insight into creating a humorous campaign for the German market.
LBB> Would you say you’ve always been a creative person? If so, how did this transpire during your childhood?
Dominika> Looking back at my kindergarten pictures I don’t think I was more creative than any other kid. However, being an only child, I developed a strong affinity for creating and had a vivid imagination that kept me engaged.
LBB> When did you first learn of the advertising industry and what were the steps you took to find your way into it?
Dominika> My introduction to the advertising industry came during my time studying design. I was unsure about my career path until it was during a university session conducted by representatives from Jung von Matt that I discovered the world of advertising. Intrigued by the prospect of combining my love for design with a viable career, I saw it as an opportunity to turn my creative skills into a lucrative profession.
LBB> As you mentioned, you started at Jung von Matt before moving over to DDB and now, Leo Burnett. What has your experience in these agencies taught you and what were you looking to hone or develop in your current position?
Dominika> At all agencies I learned that the most important thing is to be surrounded by great people I want to spend the day with. And secondly, the possibilities to work on various clients and projects. Just working for one client would never be an option for me.
LBB> Some formative pieces of work you created are DIESEL ‘Facepark’ and Pink Ribbon ‘CareWhileYouCare’. Are there any other pieces of work which have shaped you since?
Dominika> Every project shapes you because you’re constantly learning.
In the past year, I often was part of different pitch teams at Publicis. Whether the outcome was a win or a loss, the brief yet intense nature of pitches, coupled with the collaboration with different team members each time, not only contributes to personal growth but also presents an ongoing opportunity for continuous learning, making each project a stepping stone in my ongoing professional development.
LBB> How do you approach a brief? What are some of the first things you consider? And do you prefer to work digitally, or in a more analogue way?
Dominika> Initially, there’s always a sense of apprehension when approaching a brief, a fear that no ideas will emerge, although we know that this concern is unfounded because you know you’d always come up with ideas, some better, some for the trash.
My process typically begins with thorough research, followed by the immediate documentation of every idea that springs to mind – I often send myself WhatsApp messages when away from my desk. However, the most important part is to engage in discussions about these ideas with others. Collaborative dialogue not only refines and evolves the concepts but also brings diverse perspectives into play, enriching the creative process.
LBB> What are some of the new technology platforms or trends that you have incorporated into your workflow?
Dominika> Runway, an AI tool that transforms stills or text into dynamic, moving pictures. A lifesaver for pimping presentations!
LBB> Are there any lessons you learned early on in your career that you still keep with you today?
Dominika> Keeping it simple. If you can’t describe an idea in one sentence it’s too complicated.
LBB> In your role, who are some of the clients you’re working with and can you give us teasers for any upcoming projects?
Dominika> Right now, there is an upcoming Lenor campaign, tailored specifically for Germany which I’m excited about because the collaboration with the clients was great and the campaign has a bit of humour, which is quite rare in Germany.
LBB> What should we keep an eye out for in 2024 in terms of trends?
Dominika> AI is of course a trend to stay, but I really think that new ideas based on human insights will become more important again. While AI remains a powerful tool, the necessity for fresh, innovative ideas to fuel and complement AI processes becomes increasingly evident. We will definitely need new ideas to feed AI with.
LBB> When you aren’t at your desk, are there any hobbies or interests which keep you busy?
Dominika> My 12-year-old dog still keeps me quite busy. If I need to relax, I recently started swimming again.
LBB> Is there anything surprising about you that you’d like to share with us?
Dominika> As excited as I am about AI, I find myself being exceptionally polite to ChatGPT. Just in case, you know, it takes over the world someday and still remembers me and our courteous exchanges.
