Creative Minds: Maarten Kleinsma on why knowing old school craft makes for better creatives

Origin: Zaandam, The Netherlands  

 

Places lived/worked: The Netherlands and Australia  

 

Pronouns: He/him 

 

CV: 

 

Digitas Australia, creative director, Australia, 2024-Present 

Tribal DDB, creative director, Australia, 2023-2024 

Kleinsma (Freelance), creative direction & design, Australia, 2019-2023 

Carter, creative director, Australia, 2016-2019 

Reactive, art director, Australia, 2011-2016 

Skipintro, art director, The Netherlands, 2003-2010

 

1. How did you end up being a creative? 

 

Both my parents (and older brother) are creative: my mother is a very gifted artist; my father is a traditional art/creative director. Being surrounded by art, music, ideas, and free thinking from the day I was born, I guess it was always clear what I would end up doing professionally and personally. In addition, my older brother shared his friendships with me and inspired me through the music he brought home: mostly early mid-90s New York hip-hop and British Acid Jazz, and the creative scene that came with it.

 

2. What's your favourite piece of work in your portfolio? 

 

Twenty-something years in the industry come with a few favourites, each memorable for its own reasons. One that still stands out, despite being from 2008 (showing my age here), was for one of my all-time favourite clients: the Rijksmuseum Amsterdam. When Damien Hirst’s diamond-encrusted skull, For the Love of God, was announced to be displayed at the Rijks, it stirred plenty of local controversy. Why would a modern piece sit within such a historic institution filled with Dutch Masters and other classics? That question inspired a bigger thought: how does this work make people feel? As part of the exhibition, we built a green-screen photo booth that invited visitors to share their reactions through a short video and touch-screen questionnaire. Each response was automatically chroma-keyed and uploaded overnight, creating a digital universe of opinions. All built in Flash, no less. This was before the rise of social media and modern web technology, which made it even more special. It was a rewarding, well-received, and award-winning project I still look back on fondly.

 

 

3. What's your favourite piece of work created by someone else? 

 

One of far too many to list, but a standout has to be the five-minute, allegedly one-take film for Johnnie Walker - ‘The man who walked around the world’ – by BBH London 2009. A true masterclass in storytelling and production craft.

 

 

4. What/who are your key creative influences?

 

My creative influences come from all corners and senses. From Massive Attack to Dieter Rams. From Rembrandt to Steely Dan and a perfectly boiled free-range egg. I draw inspiration and constantly collect and document things that stimulate me when I’m looking at books, watching films, listening to music, having conversations with people, or just walking around and observing the world around me. Instagram gives me a lot of inspiration these days, which gives me a terrible weekly screen-time score.

 

5. What kind of student were you?

 

A fairly unsuccessful and distracted one, until I was given the opportunity to do a very tailored and exclusive advertising and design course that sparked my inner creative (thanks to my generous and patient parents). It taught me all the classic basics: handmade long-form copy, late night crafted layouts, the smell of Copic markers and Letraset type transfer sheets, and so on. Everything we needed to know and learn before we were allowed to use computers. I often wish modern creatives were taught the same classic disciplines. I believe knowing about old school craft (and the suffering in applying it) makes for better creatives.

 

6. What career did you think you'd have when you were a kid?

 

Pretty much what I am doing now, though I always thought I would stay in traditional advertising. The call for digital, integrated and broader thinking was just too strong.

 

7. What advice would you give to 10-year-old you, if you could?

 

Focus, and finish at least 1 out of every 5 things you do.

 

8. How would your co-workers describe you?

 

Direct but fair, and hopefully sometimes inspiring.

 

9. What would you do on your perfect day?

 

Catching a matinee at an empty cinema on a weekday, followed by a solo lunch and a browse in a good book shop.

 

10. What's your favourite film of the past year, and why?

 

Wim Wenders’ 'Perfect Days' really stuck with me. It’s calm and pleasant and left me with a renewed appreciation for the little joys in life. Definitely rewatchable.

 

11. What's your favourite GIF/meme, and why?

 

It has to be this one. For me, it’s a response that suits my attitude and sarcasm and works in most situations.