Interview with Katrina Sirelpuu, Head of Art at Not Perfect Tallinn (EST), is conducted by Anu Pillesson.
Art director at an advertising agency – what does that mean today? Describe your typical workday.
These days, being an art director is more about creative leadership than just design. My job doesn’t end with reviewing visuals – it’s about building bridges between strategy, messaging, and form. That often includes a pinch of mentoring, a dose of copywriting, putting out fires, managing projects, and keeping both myself and others inspired. And that’s the recipe for why I’ve been able to do this job for so long.
No two days are the same – they’re so multifaceted that, apart from my morning cup of coffee (or two, really), I never quite know what’s coming next.
Is there still room for “art” with a capital a in the advertising industry? Or has everything been reduced to efficiency, metrics, and algorithms? How do you personally balance creating artistic value with delivering results?
There’s room, but you have to create it yourself. Art with a capital A isn’t the opposite of data – it’s a layer on top of it. You need to build a concept that works both emotionally and in terms of CTR.
The way I try to maintain balance is this: the creative idea is sacred. If someone responds to it by saying “this makes me feel something,” then I know I’m on the right track. But I don’t ignore data either – I just don’t let it drive the creativity. It should support it. Like a GPS: you choose the destination, not the machine.
What kind of work would you like to see at BalticBest? And through whose eyes do you view the entries – as an artist, a strategist, or a consumer?
I’d like to see work that’s bold. Where the idea has a backbone and the execution isn’t afraid to experiment. Not just “nice, clean design,” but work that gets under your skin. That sparks a bit of discomfort or makes you laugh. I want to see authenticity – not just trend-sticking.
I look at the work from all three perspectives:
- As an artist, I want to feel envy – the good kind, where I think, “Damn, why didn’t I come up with that?”
- As a strategist, I ask: is the idea truly relevant to the target audience, or is it just aesthetic self-indulgence?
- And through the eyes of a consumer, I look for honesty – does the work speak to me, or is it just shouting “buy now”?
How would you describe your creative signature? What guides your artistic compass – emotion, intuition, logic, or a mix of all three?
My creative signature is more something you feel than see – I don’t impose my style on a project, I look for the unique character of each brand. But emotion is what drives me. If the work doesn’t move you, it’s sterile. Intuition leads the way in the early phase, and logic helps shape it into a structured solution. All three need to work together.
What is your relationship with trends? Are you among the first to embrace them, or do you consciously keep your distance? What’s trending in the advertising industry in the summer of 2025?
Trends are tools, not the goal. I stay aware of them, but I only follow them if they support the idea rather than overshadow it. In the summer of 2025, it’s all about brands that speak honestly and build communities instead of just running ad campaigns. Visually, grunge, exaggerated typography, and texture are making a comeback. Sterile minimalism is finally gathering a bit of dust. That said, everything goes in cycles – so hold on to your 2011 layouts, you might need them again soon.
To what extent can artistic sensitivity and self-expression be learned or taught? What conditions need to be in place for that to happen?
To a certain extent, artistic sensitivity and self-expression can be learned and taught. But only if there’s a genuine curiosity about the world. It means noticing the light on a bus, the colors in a supermarket, or the conversations between elevator doors. You can teach context, tools, and how to give and receive feedback. But true self-expression can’t be spoon-fed. You have to have something to say – and the courage to say it, even if it’s a little strange, ugly, or rough around the edges. That’s all part of the process.
If you had to hire a new young art director tomorrow, what qualities would you look for and value most?
I look for whether the person has something to say – whether they can observe, question, and doubt. In a portfolio, I’m more interested in ideas than polished execution. If someone can explain why they did something and what influenced them, that shows potential. Above all, I value openness – to collaboration and to the world. Style can be taught, but you have to come with your own way of thinking. Can the person feel, reflect, question? Can they take feedback and still stand up for their vision?
I value:
- curiosity (does this person read anything beyond brand manuals?),
- empathy (design isn’t just about beauty, it’s about understanding),
- playfulness (seriousness is overrated),
- and finally – would it be fun to sit with them through a late-night deadline? That matters too.
BalticBest 2025
You can find rules HERE.
Submission deadline: 08.08.2025 -> extended until 12.08.2025 5 PM (Estonian time)
Shortlist published: 19.08.2025
Live judging and awards announced: 27.08.2025
