Sara Wass
Creative Director / Photographer / Multidisciplinary Artist
Brooklyn, NY
sarawass.com
instagram @sarawass
workingnotworking.com/sarawass
Q What do you do?
“Hey! I’m a multidisciplinary creative and director with 10+ years of experience. I’ve led creative art and copy teams both in-house and at agencies (Warner Music, obé Fitness, Tentrr), and have executed a great deal of creative work myself as a freelance photographer, writer, producer, director, photo editor and retoucher. ”
I’ve worked with a ton of notable brands, like Nike, Tiktok, Starbucks, Coca Cola, Athleta, Artsy, Formula E, MoMA, and lots more. I may not have a specialty, but I’ve found my breadth of knowledge extremely helpful as a creative director, especially when working at an agency.
More recently, I’ve developed skills in graphic design, drawing/illustration, and fabrication/woodworking thanks to continuing education courses. I have a solid understanding of all different mediums, but I’m forever pushing myself to learn and create more.
Q What steps did you take to get to where you are now?
As a creative, I rarely decline working with a new medium, so I’ve always been intrigued by new projects. When I left my first post-grad job to pursue freelance creative work in 2016, I accepted (and applied for) nearly every gig I could, allowing me to wear so many different hats in a variety of industries (music, fitness/wellness, travel, fashion, news media, tech…). I also have a degree in Journalism and Psychology from NYU, as well as formal training in film photography, color theory, and studio art.
Admittedly, I’ve been accused of having a “lack of focus,” but I’ve found value in every role I’ve held (more on this later). I may not have “climbed the corporate ladder,” but I’ve had photos I took of Cardi B published in billboards across New York City, and once got commissioned to make sculptures out of donuts, so I’m having a great time regardless.
Q How do you stand out in your field?
A big priority of mine is maintaining a high standard of sustainability, accessibility, and equity in everything I do. I prefer to work on projects with diverse teams, using sustainable and efficient methods, that result in work that’s accessible and relatable to any audience.
Additionally, since I have experience working as either the creative or the person hiring and overseeing other creatives, I’m able to view projects from all sides of the picture. My ability to foresee multiple scenarios of how a project will net out gives me a bit of an edge. I have a deep understanding of and respect for folks I collaborate with, because I’ve been there, and I am grateful for that.
Q What are you working on right now?
I left my perma-lance post as Associate Creative Director at Warner Music Experience in spring 2024 to dedicate more time to my photography practice. I’m working on several projects with local businesses, music artists, and large-scale event spaces. I’m also on retainer as a freelance retoucher for Artsy, and have taken on some personal clients in illustration (I draw by hand). Lastly, I’ve been DJing small parties and clubs around Brooklyn.
Q What’s your style?
I think I can describe this in 3 words: big, unafraid, and fun. I have always prioritized conveying a bold reality, which is likely a result of my background in journalism and psychology. For example, with photography I often edit images lightly, allowing for my subjects to tell a story rather than my post-production. I also tend to “think wide,” showing the importance of context and drawing a viewer’s eye to a certain part of an image or otherwise abstract point I’d like to make when writing or producing a video. I’m interested in finding ways to point out the absurdity of life in an entertaining way, and the beauty in small, even monotonous moments that tend to pass us by. I also want my work to feel relatable.
A good example for this is the creative concept I developed for REI’s Opt Outside campaign in 2021, where I explored dynamic camera angles and ASMR-like audio to convey an immersion into nature. I also included accessible casting considerations in my proposal, which you can see here: https://www.sarawass.com/rei
Another example is my photography work for MoMA PS1, where I was the lead photographer for several years, photographing the summer Warm Up events. My priority was to document the event in a way that told candid stories of individual people in a sea of thousands: sarawass.com/moma-ps1-warm-up
Q Out of all your slashies, which one do you wish you could do more often?
I’d love to focus more on the experiential landscape. I want to build things from the ground up, literally. We spend so much time on screens nowadays, and I’m definitely not the only one yearning for community-driven experiences where we can connect with one another in real life. I find it hard to change someone’s mindset without eye contact.
Q What is frustrating you right now?
As I advance in my career, it’s gotten more and more important to me to work on projects with clients who share my values. Oftentimes due to timing or the bottom line, it’s difficult to interpret these values to make sure that they align with my own, or those of the intended audience. In an ideal world, I would work with teams and clients who have more progressive intentions that center around sustainability, accessibility and social responsibility - but of course this is not always the case. Especially when (primarily) living in New York, we’ve all got bills to pay, and don’t always have the ability to be as selective with clients.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
A personal trainer! As much as I love exercising, I wish I didn’t have to think about what to do next.
Q What do you wish you could have told yourself, when, and why?
No one is going to notice you unless you put yourself out there to be noticed. Growing up and having done well in school, I think I figured I’d go through life getting A’s and gold stars for going above and beyond, and that my career path would be straightforward because of that. It took some time for me to learn that it doesn’t matter how good I am at something or how hard I work if I don’t document everything I do, self promote, and submit to the opportunities I aspire to, with a clear focus and intention for my career. I know now that the only person who can and should decide my future is myself, and I have full control over that.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d like to talk with a professional pastry chef. Pastry is traditional and finicky, yet chefs always need to be innovating with what they have in order to stay relevant (and delicious). A lot of work goes into a small object that disappears – meanwhile, I have trouble throwing away even my clothing tags. I think I could learn a lot from a pastry chef.
Q What kind of opportunities/projects are you looking for?
Creative direction (video, photo, writing) projects that align with my values would be ideal - social good, sustainability, and accessibility. Second to that, I’d love to work on projects with a comedic undertone. I think a lot of work I’ve been commissioned to do is more serious than I’d like, and we could all do with a little more fun in our day to day :)
Lastly, I’m looking for more strictly artistic work that I can do with my hands - sculpting, building, designing, really anything that gets me off the screen (hence my current studio art practice). I am interesting in styling sets for shoots or events, and creating immersive environments.
Q Describe your ideal job/client/collaboration.
My favorite projects have been with teams who deeply trust each other. It’s important to me to work with people who have full confidence in their teammates from the start of a project. Small, clear briefs and limiting micromanagement during projects allows for creativity to flourish, and for everyone to have a little bit more fun. Moreover, work feels a little less like work when everyone understands what is at stake, which oftentimes isn’t much. In other words, I like working with people who acknowledge that we may not be saving the world every campaign, and can keep the energy positive as opposed to rigid and overly strict.
Q What is your rate?
Since I am a multidisciplinary creative, my rate changes depending on my role, and the usage of any media I develop. For example, with short term photography projects, my rate is usually in the $2000 per day range depending on the number of images needed, level of pre-production and post-production, and usage. For longer term creative direction work, my rate is usually in the $1000 per day range.
That being said, I’m flexible based on the project and understand having to work within different budgets, so I’m always happy to have a conversation about a project fee.
Q How should someone approach you about working together?
sara@sarawass.com
A brief email about your project and an invitation to have a quick virtual chat works for me! A general timeline and budget in advance would be helpful, but not necessary if you don't have it yet.
Q Who is a creative you admire?
I’d highly recommend my former manager and current Creative Director at WMX, J. Lucy Tauber. She is not only a brilliant creative, but also an excellent leader. She always backs her team, gives constructive criticism when necessary, and prioritizes her own strong values.
jlucy.work
I’d also recommend Luke Guyer of Estudi-Image, an incredibly forward-thinking design studio focused on high impact media. I’ve used so much of this studio’s work as inspiration, as it’s always vibrant, impactful, and detail-oriented.
estudi-image.com
Q Oh! and… how do you stay creative?
Always remember - an artist’s work is never done.
This member profile was originally published in February 2023, Updated July 2024.