Editor’s Note: Welcome to “Reel Women,” our annual tribute to dynamic women in creative industries. For the month of March, let us introduce you to some very special women like Forsman & Bodenfors NY CD Claudette Martin
Claudette is a highly acclaimed and versatile creative professional renowned for her innovative approach to design and branding. With a passion for pushing boundaries and crafting distinctive solutions, she has garnered numerous awards and accolades for her work.
Drawing upon her extensive experience in branding, Claudette specializes in creating authentic and impactful designs that stand out in crowded markets. By leveraging her keen aesthetic sensibilities, she helps clients establish strong identities and elevate their brands to new heights.
Throughout her career, Claudette has collaborated with a diverse range of clients, including Therabody, Polestar Cars, iRobot, and Mandarin Oriental. Her unique blend of creativity, strategic thinking, and attention to detail has enabled her to deliver exceptional results for each project she undertakes.
With a commitment to honesty and simplicity, Claudette Martin continues to push the boundaries of design, leaving an indelible mark on every brand she touches.
Let’s meet Claudette!
What’s your origin story?
I grew up as the daughter of a creative entrepreneur and a child psychologist, so there wasn’t a shortage of time spent trying to analyze myself, the world, and ultimately my place in it.
How did you get into advertising?
I was always certain I would end up at art school, but when it came time to apply and select a major, I suddenly thought I wanted to be a writer instead, or a music producer, or a psychologist.
I knew I was an artist above all else, but I was lucky enough to find a career where I could use all of those passions. The best of advertising is the perfect balance of understanding the psychology of our audience and telling them a story – ideally set to the perfect music score.
Who were your mentors?
My grandfather was one of the original Mad Men – from the pack of cigarettes in his suit pocket all the way down to the Aston Martin he drove (which my grandmother made him sell a week after buying it).
He showed me what true craft in your career can look like. Advertising was a different world then – everything was done manually without computers– so I learned to respect every piece of the process, never taking for granted the tools we have today. I still have all of his prototypes for ads – binders that were hand made with layouts to be used during pitches. I’m so lucky to have all of that.
I also was lucky to find a true mentor in my first boss. We worked at a small boutique branding and advertising agency, so clients would come to us at step one – sometimes even needing a name for their business.
This is where I learned the importance of listening to the client, of getting down to the core of whatever passion inspired them to start the company in the first place. It became clear that my real job was not to create something from nothing but to take that spark, that passion, and bring it to life visually. When you can do that, you make advertising that is true – and that will always resonate with people.
While there will be others, what do you consider your biggest achievement to date?
My son.
What drives you to create?
The end result. There is nothing quite like seeing what was once a shred of an idea become a beautiful film, or a finished presentation, or a huge billboard in NYC. It’s addicting.
What is a product or service you dream of doing a campaign for?
I would love to work on a campaign for a museum. Or The New York Public Library.
Award you crave, but haven’t won?
I am not a creative who is driven by awards. That being said, I wouldn’t turn down a Lion.
Female-directed franchise films such as Star Wars or MCU constantly get called “woke” by Internet trolls. Why?
I have never seen these movies, however, I do know those franchises are very much a boys club, so I can imagine a new interpretation or any sort of change that might threaten that would be unwelcome.
Coffee, Lunch or Happy Hour
Coffee: My grandmother
Lunch: Ray Eames
Happy Hour: Donatella Versace
It’s an election year, what is keeping you up at night?
My son, Atlas, who is 8 months old. And that one time I emphatically waved back to someone who was not waving at me.
Favorite movie and TV show of 2023?
While it was no OA, I really enjoyed Murder at the End of the World.
Band or singer you would ditch your career and go perform with?
I’m blushing just thinking about having to get on stage and perform with anyone musically, but I would love to go back in time and tour with The Beatles.
What’s your theme song for 2024?
If you’re happy and you know it clap your hands.
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