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PrintEx-Tulsans - Catching up with … Tiffany Kosel
VP/creative director, Crispin Porter Bogusky, Boulder, Colo., and former Memorial High School Charger
Tell us about your job.
Our clients include Burger King, Microsoft, Dominos, Gap, Old Navy, Guitar Hero, Best Buy, Hulu and Coke Zero. … I am in charge of all the advertising for Old Navy.
How did you get to where you are today?
I moved to L.A. after high school and became involved in the Internet boom. I ran a Web business with a couple of partners when I was 20. Then a few years later I finally went to school and finished my BFA at Art Center College of Design in Pasadena, Calif. I went to an interview at the place I most wanted to work (CPB) in Miami, Fla., and I haven’t left CPB since.
What is your secret to success?
Enjoying what I’m doing and enjoying doing it well. It’s not worth it to me to give it half of what I’ve got.
What are/were a few of your biggest projects?
Probably my biggest from a size perspective has been this recent launch of Old Navy. It’s a beloved brand but had lost its way. We are involved in everything, which is great. … We created 12,000 Supermodelquins for the store; reworked the visual identity; named clothing; and created new TV, print and a new voice.
MINI Cooper was big for our agency. It really launched us as an agency when we created an anti-SUV movement with the small fun car, the MINI Cooper.
Truth is probably the most truly impactful thing I’ve worked on. Truth is a brand for teens that is anti-tobacco. ... Truth was credited for helping to bring down teen smoking in a huge way. This was the client that will get me into heaven.
What do you enjoy most about your job?
Seeing my ideas come to life, especially the crazy ones.
How do you channel creativity in your work?
My work is all about creativity. … That’s a lot of pressure. Some days I wake up and my brain is mush. Usually after my morning green tea it sorts itself out.
But the hard part is to keep coming up with ideas over and over again. I sometimes think I’ll run out. “That’s it; that’s all I had in me.” So it’s important to stay inspired. That can mean listening to music, watching a movie or, in Boulder, doing one of the zillion hikes around. Something physical can do wonders for the mental. Also, deadlines inspire me. I work very well under pressure.
What are your future career goals?
I’m exactly where I hoped I would be when I first got into advertising. Now it’s just taking on more challenging projects, teaching others and staying excited about the work. I don’t like to plan too far ahead. It distracts me. I’d rather be spontaneous, so who knows what else at this point?
Where did you go to high school?
Memorial High School (class of ’94). Go Chargers.
Why do you miss Tulsa?
Because my family is there, and one side effect to my job is not a lot of time for my family. Sorry, family.
I love telling people I’m from Tulsa. My parents don’t know that, but it’s true. I run into Okies all the time — even Tulsans. We are instant friends.
Favorite Tulsa restaurant?
Cafe Olé for breakfast.
Can’t-miss hotspot when you’re home?
Grand Lake, Fourth of July. I go every year for barbecue, beer and a big dose of patriotism. The best fireworks show I’ve ever seen.
