My mother, Rachel Amichay, of blessed memory, died at the age of 75, in 2006.
In many ways, my mother was my first creative director, without even knowing what that meant … and we’ll get back to that later.
My first career was a cartoonist.
It all started on Israeli TV (channel 1). I drew cartoons which were broadcasted weekly on Tuesdays. Later I began drawing cartoons for Ma’ariv, a National newspaper. I was 15 (the audacity …)
I began drawing a weekly cartoon for Ma’ariv’s sports section, every Sunday, in response to the Football League which was broadcast on Saturdays. Yes, the legendary Ma’ariv Sports editor, Moshe Lehrer, opened the first door for me.
My mother’s role was clear: I drew a sketch, and if she didn’t understand it, I had a problem.
Sounds simple, but life is much more complicated… My mother didn’t like football and she groaned to herself every Saturday to the sound of the sports program airing on the radio.
So I sketched, and if mum didn’t get it… a family drama developed.
The drama quickly turned into a tragedy as the sketch got thrown in the trash. Of course, I drew another sketch and another… and when mum understood, the editor was usually delighted as well.
That’s when I realized, that an idea is an idea. If it is sharp, simple and easy to decipher, anyone can enjoy it. It was an unforgettable lesson, one that I take with me to this day. If the idea is not clear, the problem is the story teller, not the audience.
I grew up and in the 90s I became a creative director.
My mother didn’t understand what this job means … “What do you do all day? Draw? Design? Write?
I tried to explain in many ways but nothing. Zilch. It didn’t help.
One day I had an idea. “This time it could work” I convinced myself on the way to Holon (my childhood city).
“Mom,” I said, full of confidence, “I am actually the weather director.”
She was confused. But I didn’t give up. “I’m actually in charge of the weather”, I went on passionately. “If you manage to create the right climate, the perfect wind, the exact temperature, everyone can be a lot more creative. With the appropriate atmosphere everyone can be much more productive”
Mom smiled, her eyes sparkled. I knew that she understood what a “creative director” is.
No wonder, she was the weather director at home.