It’s March and another month means another “Meet the Team” feature. This time we sat down with the very mysterious Tom Boresky to chat about perfect television scores, the importance of failing, and a hot take on AI in the creative industry.
Admittedly – you are the mysterious one in the office – why is that?
*Stunned* Really?! … okay yeah, I knew that. As a proud introvert, I’m usually pretty focussed on the task at hand.
How long have you been at the agency?
Since 2008. I’m not a numbers guy... but I’m going to say that’s 16, maybe 17 years at this point.
Editor’s Note: Tom has been at the agency for 17 years.
You recently started a new role – what is it and what does it entail?
I’m a Group Creative Director. I work in tandem with various agency departments to develop creative campaigns and various marketing materials for our clients, while guiding a team of designers along the way.
What is it like to still be working at the agency after starting here during your student placement?
Good lord, time flies… It’s been interesting to see the ebbs and the flows of the industry. You see clients come, go, and then return. You see industry tools and trends shift drastically. When I was in college, we were still using actual paint. Now we’re prompting AI. It’s wild.
You’ve been described as having a functional addiction to classic automobiles – what’s your favourite one?
Hell yes. My fav is a 1964 Buick Riviera. It was the first classic car that I bought with my own money. My Dad got me into the hobby as a kid. It's a shared interest that keeps us close, so it’s special.
I remember I was looking for a classic and I would send my dad ad after ad, and he always found something wrong or ‘sketchy’ with the car in question. Then I sent him the ad for this one and he was quiet for a full day. And then he sent me a note saying, "we should go look at it". That’s when I knew it was the one.
Driving and working on these old classics gives me a kind of ‘zen’ that I can’t get elsewhere. I spend my working days looking at screens, so doing something purely analog in my off hours is really important to me.
How would you describe your leadership style?
Giving people the space they need to figure it out, with solid direction up front. I’ve found this helps people take more ownership of the work and invest more of themselves in the visual solution.
Also, being there when they need help and giving team members the opportunity to fail and learn from the experience. There isn’t always time to give people that opportunity, but it’s a valuable lesson.
Follow up: Why is ‘failing’ important in this industry?
No one wants to fail, but… there are so many ways to approach and express a visual or written concept. Sometimes it’s just as valuable to see how things didn’t work out, and from that experience learn how to successfully adapt a conceptual idea to different spaces and audiences.
What’s the campaign you’re most proud of, and what made it special?
I’m really proud of the Enogen New Breed of Feed campaign. The client was thrilled, and I remember how excited everybody was in the office after the presentation. It was a win for the client and for the team.
What traits make a good Jedi?
*Pleased smile* Honour. Selflessness. Excellent moral compass. Ability to adapt to any situation.
Follow up: Would you be a good Jedi?
I’d like to say yes.
You’re a big music guy – what movie or television series has the perfect music score?
*He immediately answers* Vikings. It’s from a while back but the opening credits have stuck with me. The song is by Fever Ray, and it fits the visuals and the vibe perfectly.
What has been your favourite ad campaign in recent years and why?
Newfoundland Tourism. There was one in particular that had no voiceover, and it was just the sounds of the ocean, a kitchen party, laundry flapping in the wind. Masterfully done.
I’ve been lucky enough to have travelled to Newfoundland twice, and it was beautiful every time. A highlight was the drive up to a restored Viking settlement – the coastal highway was absolutely gorgeous.
Editor’s Note: For those counting, that’s “2” on the Viking mention counter.
You commute into Winnipeg - what are your Selkirk restaurant recommendations?
Oh – Smitty’s. Wednesdays. Wings on special. $5 off a litre of wine.
Editor’s Note: That’s ‘litre’... not bottle. No judgement.
What is your favourite medium to create for?
I really enjoy website UX/UI design. The visual hierarchy requirements, the way the pages need to flow, and the way you have to think of everything in a responsive manner. There’s a constant need to consider how elements will need to adapt for multiple devices, which forces you to be flexible and efficient with your visual solutions. It’s a constant learning curve, and I really enjoy it.
We know you have pets – can you introduce us?
I have a Norwegian Elkhound named Luna *pulls up a picture immediately*.
My partner has a Frenchie named Oliver, who is a very good boy.
I also have a big black cat named Mumford, who is an absolute gentleman. He’s from D'Arcy’s Arc - a no-kill animal shelter. I walked into one of their cat rooms and he walked right up to me and meowed, and that was that.
How do you see AI affecting copyright and the stock image industry?
It will radically change things but in a way, doesn’t necessarily strike me as a new concept. The tool is new of course, but if AI is compiling the images it creates from millions of already existing data points... to me (philosophically) this is kind of what we’ve always done as creatives. We combine written or visual inspiration with our personal experiences and expertise, and a well-defined creative brief, to create something new or a new interpretation of something. AI is a tool that can supercharge that process.
What advice would you give to someone new at the agency?
This is easy to say, and hard to do: embrace criticism, and learn how to both take and give constructive feedback. You should passionately defend the work and your point of view – and still be open to other people's opinions and perspectives. Putting forward a creative idea is a very vulnerable thing to do, and it’s important to foster a positive environment where ideas can be voiced and built upon. And remember that the work is not for you personally, it’s for a client.
Any last words?
Feel like we didn’t get into music as much as I thought we would...
What was on your Spotify wrapped?
My number one song was Wishing by Wray... which I would never have guessed. Figured it would have been something by Jack White.
Editor’s Note: He asked us to redact this since “it’s a weird one.” – we didn't.
A few minutes later, and Tom Boresky is not so mysterious after all. Keep an eye out next month to meet another member of the Show and Tell team.