Meet James Pelz | Creative Director, Founder

We had the good fortune of connecting with James Pelz and we’ve shared our conversation below.

Hi James, can you walk us through the thought-process of starting your business?

Starting my own business was always present at the back of my mind, it just took the right moment to lean in.

When we (my business partner and I) decided to make the leap there were a couple of factors that made the timing right. First, the experiences I had accumulated at the large shops was great—being able to stretch my creative abilities and pick up complimentary strategic skills at the time was a fantastic way to grow.

The jobs and roles I had were key to shaping how we approach the work to this day. What I discovered as I expanded my skill set beyond creative was a title-based limitation, likely due to my own limited experience of large-agency-only employment (I didn’t have the skills to proactively use those skills beyond my titles) I felt the opportunities to grow into more than just a creative were a little too limiting.

Second (and likely heavily influenced by the first), I was growing more cynical about the large agency traps: Wasted budgets, siloed thinking, limiting processes, fear of exploration made it harder to innovate. And third, I was looking for more collaboration with my clients—what I found later was this desire to partner with the people who hire us proved invaluable in discovering, innovating, and making the work more meaningful. Those were the biggest reasons for me to take the leap.

In many ways, I knew there was more I could do beyond the title of creative director, and starting my own thing was the path I chose.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

I’ve always felt like an outsider, especially as a creative. It starts with creative talent, which is in good supply all around us. So many talented creatives out there. People who inspire me and people who make me want to do more. I know I am good, but part of being a creative, for me, is never being satisfied with what you are now.

For me, the way I work to fulfill that desire to do more, to be more, is by expanding my skillsets in all directions. That is why I feel my place in the world is different from other creatives.

First, I really value the why. The reason behind why one makes the design/creative choices they make (never satisfied with the “you just know” postion). Sometimes that leads me to think strategically. Sometimes that makes me think more creatively. Sometimes it makes me evaluate how the process works. It always pushes me into new and different outcomes and outputs.

That outsider identity frees the work from becoming too predictable, it allows us to be more innovative, stretch what is expected into what is possible. It makes us a better partner to our clients. It informed our agency position as F*ck Traditional—in which we actively ask why would anyone follow what-did-work-for-them when they could lead the what-will-work-for-us. F*ck Traditional is really a call to action to think for yourself, and we can help you do just that. That position found its roots in that outsider feeling I feel. It’s where that outsider mentality exists, in which new and unique is highly valued, is what I have found makes advertising work exciting. For me, the client and the audience.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Ok, I’m in the RINO District, and I am a bit of a home body, so my weekend is shaped around close comforts and the must sees. For food, there are two areas you can find me most weekends (if I’m not cooking for you), Big fan of the Source, specifically Reunion Bread for the on-point pastries and the take home loaf (cut that yourself because that is part of the experience). And if I am out for a bite, I’m over at Smok…because its great BBQ close to me—might be a touch addicted. If we’re willing to scooter a bit I’m over at Denver Central Market for variety, Honey for drinks, and I am not too proud to hit up Shake Shake for a more burger oriented affair.

Then I’ll be like 99% of natives and insist we catch a concert at Red Rocks, or check out an exhibit at the DAM or the Museum of Contemporary Art and then hit the Alamo Draft House for and artsy, limited-release film. If that doesn’t do it for you, I might suggest a story session at the Moth or a good hike at any one of the many, many trails close by.

Who else deserves some credit and recognition?

Such a simple question that has, for me, a long list that will be so inadequate to put here. Big shout out to the two Creative Directors that heavily influenced my leadership style; Mike Heller and Dino DeLeon. Mike helped me value the importance of why and Dino was influential in the how.

My first graphic design professor Chiawat Thumsujarit whose instruction, to this day, inspires me to challenge “good enough.”

And all the client, creative and account partnerships that I lean on everyday. Which is a loooong list… to long for here but would begin with Jay Roth, David Paul, Vince Van Bael, Carlton Bonilla, Sam Derosier, Lisa Sporte, Stehanie Oliva, Michele Blackburn, Shawna Lytle…on an on and on… Apologies to those I left off.

Website: whatsinthestack.com

Linkedin: https://www.linkedin.com/in/jamespelz/

Other: Check out our ever growing series of Stack Chats where we talk to smart people about a wide range of subject related to all things marketing. www.whatsinthestack.com/chats