For 25 years, JoAnn Tansman has vividly embodied this credo, living life by design. She has helped build global brands through TV, print and interactive media as Senior Vice President/Creative Director at BBDO. Her deep experience and broad creative vision for Bank of America, Campbell’s, DuPont, Gillette, P&G and others have powered and delivered impactful and award-winning ad campaigns, garnering many industry awards, including ADDYs, CLIOs and Effies. She even took home the Grand Prize in a National Geographic Traveler advertising industry contest for non-professional photographers. Close to her heart is her multiple-award-winning American Cancer Society/National Ad Council campaign that encouraged women to get mammograms. Most recently, JoAnn was asked to donate three subject-sensitive photographs (a still life of hot pink roses, a black and white shot of crisp white plates and a South African beach scene; see below) to the new Dubin Breast Care Center at Mount Sinai Hospital. JoAnn says, “I hope wherever the images land in the facility that they’ll make someone smile.”

 

Described as “a human tornado of energy,” JoAnn lives life at shutter speed. A culture vulture, she regularly takes in movies, music, museums, galleries and cities the world over. Absorbing energy from people and places around her, she views the world simply and directly. JoAnn’s passion for the pursuit of beauty fuels her professional work and her avid painting and photography in off hours.

 

My mom, who’s 91 years young, inspires me. She always told me to look at the glass half full. It’s important to go to work excited about what I do, and I continue to feel this way 25 years into the business. How many fine artists can say millions of people see their work on a daily basis?

 

I love that my advertising career has sustained itself for so long and that my work still makes a difference. You never know where or when inspiration will strike. You can’t learn in a vacuum and should be acutely aware of possible influences. We all need someone who believes in us, such as a mentor, and to constantly continue to learn.

 

Take classes in subjects you love; expose yourself to as much pop culture as possible. Have a strong opinion, but be open to other viewpoints and remain a team player. This approach will improve your work, and people will like your “can-do” attitude. Consider starting from the ground up. Begin as an administrative assistant in a creative department, where you’ll gain exposure to senior creatives. Volunteer to help, and pay your dues. Explore possibilities.

 

I started my career as a graphic artist at Lord & Taylor, then freelanced as a fashion illustrator on Seventh Avenue and handled graphic design for Danskin. Entering advertising was a fluke—a headhunter called because BBDO needed an art director with a fashion background. The rest is history. I grew up here.

 

More and more marketers look for a woman’s perspective. I’ve always felt respected because of my ability to contribute something a little different, which is artistic and not gender-specific.

 

I practice “creativity” every day. This is also my responsibility. Look at a blank piece of paper and ask yourself, where can this lead? Be open to changing your ideas. Try to have a vision but don’t be afraid to wander. Cultivate curiosity about the world outside your immediate circle. Explore and be receptive.

 

I love to paint, but it can get messy, and I live in a small apartment. Photography is immediate and clean. I’m never without my iPhone, perfect for snapping a photo on the fly. I photograph objects within reach, often capturing ordinary things that turn inspirational in moments. This is what happened with a stack of white plates. Their tender balancing act, the play of light and dark on the table and the negatives spaces created mesmerized me.

 

What’s on your bucket list?
Where do I start? There are several items: