Be Good Studios on Creative Direction and a Digital Future

Maya Kutzko, a Ukrainian creative director, shares her journey from Ukraine to becoming a prominent figure in the fashion industry. She discusses the global impact of the Ukrainian creative community, her experiences working with major brands like Sephora and Calvin Klein, and the importance of creative direction and provocation in advertising. Maya also talks about founding Be Good Studios, a women-led creative agency, and offers advice to creatives feeling defeated in their journey.

What is the main focus of the initial discussion in the video?

• Fashion trends in Los Angeles

• The impact of technology on art

• The role of Ukrainian creatives globally

• The history of Vogue Ukraine

Where did Maya receive her formal education in design?

• London

• New York

• Los Angeles

• Paris

How does Maya describe the transition from Soviet Ukraine to the US in terms of media?

• From digital to analog

• From government-controlled to diverse

• From visual to textual

• From independent to corporate

What was Maya's first major role in the fashion industry?

• Creative Director at Calvin Klein

• Art Director at Nylon Magazine

• Senior Designer at Allure

• Graphic Designer at Vogue

Which brand did Maya find to be like a 'treasure chest'?

• Barneys New York

• Vogue

• Sephora

• Calvin Klein

What is a key element Maya looks for in her creative work?

• Simplicity

• Provocation

• Gravity and human connection

• Complexity

What was a significant reason for Maya starting Be Good Studios?

• To create a women-led creative agency

• To focus on digital marketing

• To specialize in graphic design

• To expand into international markets

What does Maya emphasize as important when facing creative challenges?

• Focusing solely on profit

• Having a thick skin and pivoting

• Avoiding risks

• Sticking to traditional methods

What does Maya believe is crucial for a successful creative agency?

• Avoiding nonprofit work

• Balancing creative and marketing

• Specializing in one medium

• Focusing only on fashion

What was a unique aspect of Maya's work with Virgil Abloh?

• They avoided digital media

• They focused solely on fashion shows

• They worked exclusively in Europe

• They collaborated on art book fairs