Group Y Content : Crafting Authenticity

In this Week’s Group Y Content, Terry Snyder, VP of Creative at Blenders Eyewear, discusses his 20 years of experience in the action sports and lifestyle space and his role as a driving force behind some of the industry's most innovative branding strategies. How do you humanize elite athletes in marketing? Terry reveals his secrets to creating relatable and compelling athlete-driven campaigns.

Crafting Authenticity

Journey in Creative Marketing and Athlete-Driven Storytelling

At the recent Creativity Flow event, we welcomed Terry Snyder, the Vice President of Creative at Blenders Eyewear. With over 20 years of experience in the action sports and lifestyle space, Terry has played a pivotal role in shaping the visual storytelling of renowned brands like Nixon, DC Shoes, and Etnies.

We delved into Terry's creative journey, exploring the sparks that ignited his passion for design and marketing. From his early fascination with advertising as a child to his discovery of skateboarding and photography, Terry's path was marked by curiosity and a desire to understand the intricacies of brand development.

Terry shared insights into his early experiences at DC Shoes, where he was tasked with creating a coffee table book that ultimately became a crash course in brand storytelling. He emphasized the importance of authenticity in branding, particularly in the action sports industry, where staying true to one's roots is crucial for success.

"The closer the brand could feel to the person, the less it felt just like a pay-to-play type of scenario."

As we discussed his transition to Nixon and eventually to Blenders, Terry highlighted the significance of athlete-driven storytelling and the need to humanize icons in the sports world. He explained how his approach to creative leadership has evolved in response to the changing landscape of marketing, particularly with the rise of social media and technology.

One of the standout moments of our conversation was Terry's discussion of the innovative campaigns he has led at Blenders, including a collaboration with Red Bull F1 Racing and the creation of a unique campaign featuring Coach Prime, Deion Sanders. He emphasized the importance of building trust with athletes and creating compelling narratives that resonate with audiences.

As we wrapped up, Terry offered valuable advice for aspiring creatives, stressing the importance of networking, persistence, and the power of community. His journey serves as an inspiring reminder of the potential for creativity to disrupt industries and connect people through authentic storytelling.

WATCH TERRY’S TALK ON YOUTUBE

KEY TAKEAWAYS

• Embrace Authenticity - Stay true to your brand's roots and values, as authenticity resonates deeply with consumers and fosters trust.

• Leverage Athlete-Driven Storytelling - Connect with athletes on a personal level to humanize your brand and create compelling narratives that engage your audience.

• Adapt to New Technologies - Stay curious and open to new tools and technologies, such as AI and 3D animation, to enhance your creative marketing strategies and storytelling.

• Network and Build Relationships - Actively engage with your community and industry professionals, as networking can open doors and lead to unexpected opportunities in your career.

ALSO WATCH / LISTEN

CreativityFlow : Nate Morley

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upcoming content
Creativity from Monster Energy

We will feature our CreativityFlow speaker series talk with John Martinez, VP Creative at Monster Energy, and hear about his career and the inner workings of his department.

UPCOMING EVENT

Wed., April 2nd in Laguna Beach, CA with our guest speakers:

• Chris Down - Chief Design Officer at Mattel

• Dan Povenmire - Co-Creator & Executive Producer of Phineas and Ferb

**Promo Code: MEMBER for exclusive discount ticket

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