Uprising: Segev Opher’s Hands Were Built for Creativity
“Torontonian turned Berliner” Segev Opher always had a creative streak. “As a kid, I was ever curious and had a sharp eye for the world around me. I loved having fun and finding humour and beauty in everyday things.” With colourful marker stains on his hands and sketchbooks filled with doodles, it’s no surprise that he wound up in a creative role.
“Even though I didn't fully realise it back then, it was pretty clear that I was meant for a creative career. My eyes and hands were just built for it, you know?”
While his mum inspired his creative streak, the beautiful Canadian setting around him also inspired, “I was all about the great outdoors; riding bikes, scooting around, and hanging out in the park...” While team sports weren’t for him, it was activities like karate and learning musical instruments like the drums which made more sense. “I'd also mess around with video cameras and borrow my mom's DSLR for some holiday pics, and even try my hand at making little movies.”
Toronto itself provided influential surroundings: “People from all walks of life, which means you get to experience a little bit of everything; different languages, traditions, foods, music, you name it. It's definitely shaped me into someone who's pretty open-minded and accepting of everyone.” With this upbringing, it’s no surprise that he’s keen to hear about the cultural nuances and traditions which people celebrate.
[Art project - Habits]
“I love bringing folks together and making connections, no matter where they're from,” he explains. “I'm all about taking things as they come and staying open to whatever life throws my way.” This openness is exactly how he found his way into adland. “I stumbled upon an article on complex.com about a creative director named Nate Brown. His involvement in music, design, art, fashion and more opened my eyes to the possibilities in advertising. It seemed like a field where I could blend all my passions and skills while collaborating with big brands and exciting projects.”
Before this, Segev wasn’t sure about where his creative path would lead, but upon learning about the creative director, he applied to the Ontario College of Art and Design to study advertising, where the foundations of storytelling, copywriting, history and design were laid.
Prior to embarking on his first industry role, there were clothing store jobs, restaurants, sock shops and more, but during college, he ventured further. “In the summer of 2017, I landed my first taste of the design world as a creative intern at Loblaws’ Canada headquarters; the biggest grocery chain in Canada. It was a blast - I got to create mood boards, do some research, and assist with photoshoots, among other design tasks. I realised I was totally into the creative field.”
The next summer he was a photography intern and after graduation, he embarked on agency life as an art director intern at Juliet in Toronto. He says, “Working there gave me a taste of ad agency life, and it tasted pretty good!”
[Whiplash Girlchild - Promo Video]
Early on in the process, Segev learnt how essential it is to adapt and not get too set on a particular idea. “Options and iterations play a vital role, especially because clients often need to see something before they know what they really want,” he says. “I need to present multiple solutions with different aesthetics, treatments, colours, and tones for the client to consider,” and this is to articulate the vision from clients and also channel the creative problem solver within him.
“Some of my earliest projects involved creating commissioned artwork and designing graphics for my high school's clothing collection,” he says when describing the early days. “But the first project that truly felt like stepping into the professional world was when a local musician slid into my DMs on Instagram, asking for promotional photos.” On the day, once he got past the initial nerves, he was in his element. “Before long, we both found our groove, and those initial nerves faded away.”
To do what he loves as a career is something that Segev never takes for granted. “I count myself incredibly lucky to have a job where I get to design and create things every day. Even after a long and challenging day, I still feel grateful that my work revolves around playing with colours, shapes, and concepts to enhance brands and campaigns,” he says.
The passion he has for his career means that right now, he’s working on hitting the figurative ‘bullseye’ – “coming up with an idea that I'm truly proud of, that the client loves, that fits the brief, and ticks off all the other boxes.” While he’s aware that this takes both time and experience to hone, he’s working on getting there.
“It's a skill that takes time and experience to hone, so for now, I'm focused on observing, learning, and absorbing as much as I can from those who I believe are excelling in the field. This ability is like the secret sauce in our industry, it’s what turns a simple problem into a cultural phenomenon.”
With so much to take in, it’s no surprise that Segev can often be found exploring the doom scroll algorithms of Instagram, Reddit, TikTok (Dan Mace, Casey Neistat, Jesse Nyberg, Daniel Schiffer, to name a few creators) and YouTube. “Staying on top of everything in this field can be a real challenge, especially since it's closely tied to the broader culture and the world's current state.” How he overcomes the overwhelm is by making sure he engages with the topics and communities which are industry-specific and craft-focused.
[Photo by Segev]
“I'm really excited about the doors of possibility that today's tech advancements are opening up,” Segev explains. “AI tools, in particular, are revolutionising the creative process, allowing us to do more, and do it faster. From using tools like Midjourney to visualise ideas to partnering with ChatGPT as a brainstorming and writing partner, these tools are getting stronger every day.”
He continues, “Of course, I understand the criticisms surrounding these tools. But I see them as a natural part of artistic evolution, just happening at a much faster pace. It reminds me of when people first started taking photos instead of painting portraits, or when video recording replaced still photography, and then CGI took over traditional animation.”
The key thing he keeps in mind when coming up against newer and newer tools is this, “these tools are just that – tools.” He expands further, “They're nothing without the human element. At the end of the day, we're still connecting with other humans, not AI… At least not yet.”
On that note of evolution and technology, he reflects on how risk-taking seems to be an underutilised skill in and amongst the advertising landscape. “Reputation wouldn't suffer so much if clients and creatives were more daring. Too many potentially groundbreaking ideas never see the light of day because they're deemed too risky or not guaranteed to please everyone.”
He continues, “We need to remember that advertising has the power to not only sell products but also entertain, inspire, and resonate with people on a deeper level. Unfortunately, too often, sales targets and market share overshadow the importance of authentic connection and creating something truly impactful. It's time for the industry to prioritise creativity and authenticity over playing it safe and sticking to the status quo.”
[Visit Berlin Campaign]
Segev takes his inspiration from people who have a foundation in the arts and utilises this within their art directing careers. One such person is Carson Ting. “Despite his extensive experience in advertising agencies, he has always maintained his passion for illustration, eventually making it a central aspect of his work,” he explains. “His ability to blend artistry with advertising is truly inspiring to me.”
When he’s not working, honing his artistic skills, or being inspired by other creatives, Segev can be found back where his roots began, close to nature, going for runs or long walks. And after those stints of exercise, there’s nothing better than indulging in a delicious meal. He adds, I find cooking to be incredibly therapeutic. It's like a daily creative ritual for me where I can experiment with flavours and ingredients to create something delicious.”
“Whether it's discovering new tunes, trying out local cuisine, exploring a new city, or checking out the latest art exhibit, these subjects never fail to capture my interest and excitement. They're like my curiosity compass, guiding me toward interesting experiences wherever I go.”
There’s one thing that keeps Segev incredibly grounded in what he does, and it comes down to just three letters.
“The main driving force behind both my professional and personal life is joy.”
He explains, “I try to seek out activities and relationships that bring me happiness and fulfilment. In my work, I've discovered that my best results come when I approach tasks with a sense of playfulness rather than stress. I remind myself that creativity flourishes in an atmosphere of joy and enthusiasm. Similarly, in my daily life, I aim to incorporate at least one activity that brings me joy, whether it's something simple or more elaborate.”
“This continuous pursuit of joy in all aspects of my life is what motivates and sustains me.”
