DASHA OVECHKINA

What’s your breaking into advertising story?

When I was 15, my literature teacher brought me a book about advertising and said, “Have a read, you might like it.” Twenty years later, I still like it. Which is either very touching or very odd, depending on the day.

What’s one piece of advice you wish someone had given you early in your career?

Don’t try to be smart. When you try to be smart, it becomes about you, not the work. Letting yourself be a fool, be delusional, ask dumb questions, and give silly answers – that’s how you end up in wonderful places.

“Letting yourself be a fool, be delusional, ask dumb questions, and give silly answers – that’s how you end up in wonderful places.”

What does leadership mean to you?

To me leadership is about giving people courage to do the things they didn’t think they could, and safety if they fail.

What’s your best hack for overcoming a creative block?

David Foster Wallace said it best, “Writer’s block is always a case of having stupidly elevated expectations.” I remind myself that I don’t need to be the next Chekhov. Or the next Picasso. I need to go touch the grass in the park. Then come back, and simply start somewhere.

“I need to go touch the grass in the park. Then come back, and simply start somewhere.”

How are you approaching the tension between AI tools and human creativity in your work?

After Garry Kasparov lost to AI in 1997, people didn’t stop playing chess. They started using AI to get better at it. Progress is inevitable. But the human craving for authentic stories and real emotions isn’t going anywhere. Using this tool to tell your story, to execute it faster, to make it unique, and to make it seen by more people – that’s what I’m passionate about.

“The human craving for authentic stories and real emotions isn’t going anywhere.”