Jason Minyo of POSSIBLE on Art140, Creativity & Advertising

Before the new conference season officially starts (hello September!) I am looking back at Cannes Lions and a project that specifically made an impression — Art140. Created by POSSIBLE and MoMA, Art140 is an interactive installation that enables people to share their thoughts on a handful of art masterpieces on display with the aim to open conversation about art to the masses. Jason Minyo (Head Creative at POSSIBLE) who was involved in the development of Art140 shared with me his views on art, creativity, advertising & more. Enjoy!

What is your story? How did you end up working in the industry?

JM: My background is in fine arts and graphic design. I used to hand paint signs and other art pieces. One morning when riding my bike to work, I was cut off by a car making an illegal turn, flipped over my handlebars and broke my wrist. Since I wasn’t able to paint for a while, I worked on my portfolio and was hired as a designer. It all kind of snowballed from there.

What inspires you?

JM: Progress. Witnessing the evolution of graphic design, design thinking and creativity in general. It’s inspiring to see how people are solving problems in brilliant ways on a daily basis.

What do you like and dislike about your job?

JM: I love the energy around people’s response to an idea, whether it’s the finished product or just the germ of a thought. It’s an invisible, yet powerful force.

I don’t care for some of the posturing in advertising – some people need to just get over themselves.

Could you tell me a bit more about ART140 and what it aims to achieve?

JM: We want to open the conversation around art to the masses, essentially creating the most engaged and democratic art community in the world. In listening to those conversations, we hope to discover some interesting insights or truths. For example, “Does familiarity with a piece affect how people talk about a work of art?” or “What is the true meaning of art?”

How was the project born?

JM: The project was born from an employee visit to PS1 in Queens (a MoMA property). He was intimidated and frustrated by the cryptic artist statements and, even more, the indecipherable critiques of the work. That experience begged the question of why there isn’t a ubiquitous forum for people to share their thoughts on art.

What are the results from the project so far?

JM: We are finding that the general public speaks in a different way about art than does the art community. The average person is less descriptive and more evocative in their thoughts.

We are also identifying the differences between how people think about abstract art versus more figurative pieces. The patterns we see emerging shift on a daily basis, but the results are pretty fascinating. For example, we have noticed that more familiar or famous works elicit evocative or flowery responses from people, while the responses to obscure works of art tend to be more objective and descriptive.

In your opinion, how has technology changed the way we consume, share and experience culture and art?

JM: First and foremost, exposure. The sheer amount of creative content people are now able to consume and engage with is staggering. And the ability to very easily share that content allows for more people to experience it, albeit in an inferior format (typically a small screen). This heightened exposure and awareness has raised the level of quality in design and, arguably, art as well. It’s exciting.

Secondly, I believe technology has provided access to tools previously unavailable to the general public, which is also resulting in a flood of brilliant (and not so brilliant) work. This is pretty apparent in the areas of photography and video.

How important is art in today’s society, where Facebook would rather invest in Snapchat than for example, commission art projects?

JM: Art is typically a reflection of our society and current events. It instigates critical thought and inspires others. So, given that definition, art is essential.

But the answer to the importance of art in our society will depend on whom you ask. Most people would say that art is very important to them, whether or not they actively engage with or share art. On the corporate level, some companies consider art core to their culture, while others use it more as a badge – which is what I think you are getting at with your question.

Who “owns” culture today? Do you think major corporations like Google, Apple, Facebook can influence our perception of culture?

JM: Ultimately, people own culture, but the corporate elite and media absolutely influence our perception of it. They all have their own filters – which then shape what we see, hear and feel.

Have you seen digitally savvy art organisations? Why do you think most art museums & galleries are, in a way, scared of technology?

JM: The art world is becoming increasingly more digital. Sites and apps like Artsy, Art Kick and Vango –as well as Pinterest – allow people to view, favorite and share art with ease. To a degree, it has democratized the art world. However, I believe a large portion of the museum community has yet to embrace technology because it is afraid to relinquish control of “their” content and the art viewing experience. I can understand why, as the environment you are in does have an effect on how you perceive the pieces you are viewing. However, in the interest of promoting art and its value, the more you can share with more people, the better.

What is the most exciting new trend for you?

JM: What excites me extends beyond the ad industry. That is, the emphasis on creativity as a critical skill. The growing conversations placing creativity on the same pedestal as mathematics (and other areas of expertise) when it comes to solving problems is very encouraging.

What does the future hold for the industry?

JM: Pretty broad question – but, in the near future, I do see the industry splintering because of technology and people’s responding behavior. New shops will pop up that specialize in delivering against the latest buzzwords; they will be swallowed (i.e., bought) by the bigger fish, and the cycle will repeat itself. Eventually, the bulk of the conversations will trend back to the “big idea” as the most important goal. And so on.

What advice would you give to people working in advertising?

JM: Spend the bulk of your time making sure you have a great idea. Everything else falls out of that.

Also, when you are in the moment and the work is great and the team clicks and the vibe is just right – take pause and soak it all in. Those moments are wonderful, and they don’t happen that often. And make sure you keep in touch with the people on those teams.