Editor’s Note: Supporting women should not be limited to a month. So at Reel 360 News, we have decided to amplify and promote dynamic women’s voices all year long. Today, let us introduce you to a very epic woman – Rethink Chief Creative Officer, Tara Lawall.
In addition to being the Chief Creative Officer at Rethink New York, Tara is a 2-time published author and filmmaker. She has won consistently over the last 15 years at all the major shows; One Show, Clios, Art Directors Club, London International Awards, and Cannes, including a Titanium Lion. Her work has also been included in the Advertising and Editorial Art permanent collection at the MoMa.
Additionally, Tara has been featured on One Club’s list of Next Creative Leaders, Pitch 100’s Superwomen list, and Campaign US’s 2025 list of Inspiring Women.
Outside of advertising, her editorial writing has been published in Scary Mommy, Motherly, and Parent.co. Tara also occasionally performs in storytelling shows across New York City including at Magnet Theater.
Her first book, This Little Piggy Went to Market in the City, a children’s parody book she created with Rich Greco, came out in June 2021. Her second book, There are Too Many Milks an adult humor book she co-wrote with Anne Marie Wonder, came out in March 2023. Her first short film Retirement Plan, co-written and directed by John Kelly had its international premiere at SXSW in March 2025. She lives in Brooklyn with her husband, Jeremy, her two kids, Cora and Rhett, and 40 indoor plants.
Let’s meet Tara!
What’s your origin story?
I was born in Philadelphia and grew up working in the deli my dad owned. Working hard to achieve your goals and not being afraid to take risks and even fail at times was something that was always championed in my family growing up.
Watching my parents invent and reinvent themselves many times showed me that a fully lived life is one where you explore your curiosities and never make excuses. Growing up my dad was a deli owner, real estate agent, gumball machine distributor, marathon runner, and real estate mogul (sometimes all at once) —while never missing a single one of mine or my two younger sisters’ soccer games, gymnastics or dance competitions.
My mom was a dedicated stay-at-home mom while running an acrobatics business. She then got her master’s to become a teacher and eventually a principal. Growing up around this energy that anything is possible if you follow your passions normalized this way of approaching life.
How did you break into advertising?
I had the challenge of graduating in the peak of the recession from Miami Ad School in December 2008. Jobs in advertising were non-existent. Our first month’s rent was paid by my husband’s fantasy football winnings (which he will never let me forget). I got a job as a nanny in Park Slope for a family that was mid-divorce.
IT WAS BLEAK!
As previously mentioned, I hate excuses. So I needed to get a job. I made 25 wrapped presents containing my physical portfolio and dropped them off at my favorite agencies in NYC (like actually physically hand-delivered them as I did not have money for postage). I did not hear back from any of them. But one of them liked what I did enough to pass my book along to his friend at JWT, where I booked a freelance job working on pharmaceutical banner ads for six months.
After that, I secured a job at Y&R as a junior writer. I wasn’t getting great briefs so I knocked on the door of the creative resourcing person every day asking for more work. I told her I would do double and triple work, just give me a chance.
From that HARD MODE energy, I was put on an LG Mobile brief with Evan Benedetto and Jan Jaworski (my friends from Miami Ad School) and we won a Bronze Lion for the campaign (“Give it a Ponder” with James Lipton, RIP). This early win helped me get some momentum and confidence.
Who were your mentors, and how did they influence your journey?
Doug Jaeger was the person I sent my wrapped package to, who sent it to Christopher Franzese to get me my first freelance job at JWT. Meg Rogers was the Global Creative Director who gave me the job at Y&R. John Battle was the Creative Director on the LG project that I won my first Lion on and the funniest, most brilliant writer I have ever written with. Kevin Brady from Droga5 was my Creative Director, probably the longest and always listened the hardest.
Neil Heymann was relentlessly supportive and always gave great advice. Nancy Vonk and Dany Lennon are on my emergency call list when I am faced with a conversation or negotiation and I need help. Maureen Falvey is my coach and biggest cheerleader. Felix Richter helped me get a job at Droga twice and has always championed what I do best. Sara Shelton has let me copy everything she has done, 3 years later, and been really cool about it.
Devon Hong was my partner for 6 years, and that alone should make him deserving of a medal. John Kelly, a talented director and my long-time collaborator in advertising, now recently my filmmaking co-writer. Rich Greco and Anne Marie Wonder were co-writers and illustrators for the books we’ve published.
Daniel Lobaton was a secret fan of mine and the smartest and most effusive boss I’ve ever had. And most recently, Aaron Starkman chose to believe in me and encouraged me to take on CCO of Rethink New York.
And of course, my husband, Jeremy Straight, who supports me and puts up with any risk or crazy move I want to make. Anyone who took the time to notice me and believe in me has become a valued, unforgettable mentor to me along this journey. I think it’s important to notice these people and have gratitude for them which is why I list them all here.
What fuels your creativity?
Other people. There is nothing more interesting to me than other people. Anyone who is pursuing something energizes me—that sounds so broad but I am truly delighted by anyone who is trying to make something happen. I’ve always gravitated towards people who are striving towards something or pursuing a passion or dream and this has made the goals I go for seem more achievable.
Any time I am feeling “used up” or a little empty, I sign up for a class or do something new. Whether that’s an improv class or storytelling class or even joining the Park Slope co-op. Creativity needs new stimuli and new people. I’m always aware of my “creative self” (sorry, I don’t know how to write that less lame) and trying to make sure I feed it and nurture it.
What’s the biggest myth about women in your field?
I wish I could identify one. Then we could name it and have it sorted by the end of the year. Unfortunately, the challenges I think women face are mostly unconscious bias. Tiny microaggressions and minor slights that are going on at all times that are painfully normalized. Not just from men, but also from women towards each other and even ourselves. The way I deal with it is to try to always have my antenna up on gender dynamics and constantly ask myself if I am being held back by an unconscious belief that is not serving me. Through awareness of our biases, we will hopefully continue to make progress.
Name a creative risk you took that paid off.
Recently, we worked on a campaign for Uber Eats that was meant to be a relatively straightforward:15 spot for a Halloween coupon. I pushed our team and our client partners to dream a little bigger on the potential of the creative and pitch the project to Jeff Low who is a comedy director genius. It was a laughable long shot… but he was perfect for the creative.
My strategy is to always go for it, because, “why not?” (One of my greatest strengths is that I don’t fear rejection). Sometimes it pays off; luckily for me this time it did. Jeff Low directed the spot and we created a :30 spot and 360 campaign that far exceeded everyone’s expectations and was great for the business.
What’s your take on the rise of AI?
In the context of my job, I’m excited by it. I love using the tools to help me work faster and more efficiently. I have always loved playing with any new tech that comes out. In the context of the world, it seems like The End? It’s The End, right? Half-joking?
What’s a piece of advice from another woman you carry with you?
Meg Rogers, who I mentioned above, my Global Creative Director at Y&R, wrote my first review: “You have good instincts, listen to yourself more.” And I never forgot about that.
Are you rebooting Soul Train, American Bandstand or MTV Spring Break?
Yesh… it’s gotta be MTV’s Spring Break. But, how terrifying?
How do you balance ambition with self-care?
Aggressive self-awareness. I give a lot of thought to how I want to live my life as a 40-year-old creative person with an 8-year-old and a 5-year-old. And I am very aware of my energy and who gets it, at all times. When I am slipping underwater, I ask for help. When I am short-circuiting, I make a change. I take almost daily hot baths with lavender Epsom salts at night and get regular massages at Red Moon Wellness in Park Slope for stress.
I have 37 indoor plants that bring me a lot of peace. I have some of the funniest friends that make me laugh until I cry, regularly (shout out to the Bimpsons). My kids are #1, I know that if I don’t have enough to give to them, the whole ship is going down so it must be protected at all costs. I also know that there still has to be a “me” in my life somewhere. I like pushing myself.
I like having a lot going on at once, I always have. I am a CCO at a growing independent agency in NYC, I have published 2-books and I am pitching out 2 more and working on 3 others. I just had a film win Best Animated Short at SXSW. It looks like an absurd amount of things, but the reality is that I go to work, I hang out with my kids and husband, and sometimes I go to the coffee shop alone and work on my projects, and to me, that’s balance.
You’re writing a memoir. What’s the title?
TITLE: How many indoor plants is a cry for help?
SUBTITLE: The woman who tried to do it all and probably should have just gone to therapy.
Go to Karaoke song.
My former CCO, Daniel Lobaton, LOVES karaoke and so although I LOATHE it I have gone a few times recently to hang with him. So begrudgingly, I’ll say, Since You’ve Been Gone by Kelly Clarkson. I attempted a Hamilton song my first time at karaoke with Daniel and just thinking about it still brings me a feeling of deep shame.
In 10 years, what do you hope to look back and say you changed?
When I got pregnant with my daughter, a lot of people asked me if I was going to freelance because having a full-time job in advertising and being a mom was not really something people did. So I want to not only show that it’s possible to do that, but that you can have an enviable life while doing it.
But I don’t just want to set an example, I also try to have an awareness for the people transitioning into becoming working parents around me and supporting them in whatever way they need. Everyone needs support and everyone needs something different. So a huge 10-year win for me would be that we normalize being able to have a job, be a parent, and be okay.
Tara’s Social Media:
Linkedin: https://www.linkedin.com/in/taralawall/
Instagram: @Taralawallwritersometimes
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