As creatives, the lines are always blurring between what we get paid for and what we love doing.
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For many of us, we found our way into creative work because we're creative people with creative passions. So finding new ways to explore artistic hobbies, go on inspiring adventures, or get out of the creative ruts we sometimes find ourselves in is crucial. If you were looking for a reason to lean into your weird and wonderful hobbies, consider this your sign.
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As part of our Cross Pollination theme, we're celebrating that messiness, that refusal to stay in our lanes, and the creative energy that emerges when we finally stop apologizing for our multitudes.
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We asked professionals across the brand and marketing spectrum how they stay inspired, what they do outside of work to stay fulfilled, and how they unplug.

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Do you have any hobbies or side projects that have absolutely nothing to do with branding? How do they show up (or not show up) in your work?
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Andie Wexler, Copywriter at Instrument: "I recently started an 'investigative journalism' Substack called Reasonable Inquiries. I put 'investigative journalism' in quotes because it's actually satirical: a way to merge my everyday curiosities with my love of writing and my need to make people laugh. Even though it has nothing to do with my professional work, my background in brand definitely helped me build and launch it with a consistent thread. I've always said I'm the nosiest person in the world, which is probably why I like brand strategy, and why this felt like a natural extension of listening to people's subway conversations way too closely."

Nathan Gainford, Creative Director: "I've DJ'd since I was about 15, which was somewhat an accident. After being scolded for hanging out at a school mate's house, his dad said, 'why don't you jokers turn that s**t music off, go outside, and do something constructive instead'. We ventured into his garage and started to build a DJ set up. Fast forward a few weeks, we'd built a full disco, decks, lights, the lot. We got our first gig, a 40th birthday party, and said mate's dad actually gave us a small loan to upgrade the kit. Not bad for a couple of Jokers (which is what we called the disco!). I still DJ (to myself) today."

Dhwani Kathotia, Founder, Distil: "Cooking has always been therapeutic for me. I find such joy in coming home after a long day or waking up on a weekend morning to skim through cookbooks and trying out new recipes. It really is food for the soul, no pun intended. I also love collecting cookbooks; it does for me what indie magazines and coffee table books do: it feels like a visual, tangible treat."

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Do you keep your personal creative life and professional life in separate lanes, or do you let them bleed into each other?

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Anushka Joshi, Writer, Entrepreneur, Strategist: "I think if you choose a creative path, there's no real separation. Everything is an extension of the same impulse. And in today's world, where our platforms show these different facets of ourselves publicly, it all ends up being one big mosaic anyway. People (myself included) can get overwhelmed by the pressure to share themselves online, but I actually find it cool that we can bring our whole selves into the world and still be employable, sometimes even more valuable because of it."

Nathan: "I believe anyone who works in the creative industries has an innate creative curiosity (or should!), however that manifests. So, it's inevitable that personal and professional cross over, with inspiration, references and opinion going both ways."

Andie: "Let 'em bleed. Your professional work becomes 10x more interesting when you get out of the echo chamber of trend decks and the same recycled stats in every strategic narrative. I'm adamantly against strategy Substacks and strategy books. When I'm talking to my employees or mentees, I tell them to read weirder things. Read fairytales. Read about niche hobbies. Read about cults. Talk to the person in the park who's in their 80s. Yes, honing expertise matters, but reading about strategy doesn't make you more interested or better at what you do. Sorry, not sorry."

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What's your go-to when you need to reset creatively?

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Andie: "A trip upstate. I live in Brooklyn and recently got a car, so whenever the city feels like too much, or I haven't been writing enough, or my mental health feels shaky, I grab my dog and drive to Wyndham. There's a cozy little motel up there that's $110 a night and dog-friendly. I eat good food in Hudson, take early-morning walks by the creek where we've seen otters, all that wholesome stuff. I've always been an 'outgoing' person, but the older I get, the more I think I'm an introvert. My alone time is where I recharge and reconnect to what matters."

Nathan: "Talking to my 9- and 6-year-old boys. Their imaginations are not constrained by anything, and everything is possible in their eyes. It's refreshing, liberating and often hilarious to hear and feel such free thinking and imagination, and it's a reminder of what true creativity is all about."

Dhwani: "I am very Type-A as a person and thrive on lists. So any kind of reset always begins and ends with a brain dump and a list to create complete clarity. And breaks. Founders and entrepreneurs struggle to switch off (I do too on many occasions), but really allowing myself to take time off helps, typically by the ocean with my phone on airplane mode and a book in hand, cliché I know."

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What's something you're currently learning or exploring outside of work?

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Anushka: "I'm really tapping into my spiritual side. I've had a meditation practice for years doing teacher training, retreats, the whole arc. But now I'm going deeper into the philosophical side of religion, spirituality, and consciousness. I'm also a big yogi and meditation gal. I've always been curious about different religions, and recently I've been diving deep into a lot of them because I'm fascinated by this idea of a universal law that appears across so many religious texts."

Nathan: "Related to modelling, I've just started to create and build my first diorama (for the uninitiated, that's a realistic miniature scene). Researching, ideas, planning, experimenting, learning, building, painting. My kids, wife (who is an art director) all get involved and contribute. Maybe they're just humouring me, but who cares. It's creative, satisfying, frustrating, relaxing and mindful."

Dhwani: "Photography has been the newest. I recently got the Fujifilm X100VI and I've been really enjoying exploring photography, this time with no professional obligation."

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Looking back, what's something you wish someone had told you about staying creatively fulfilled while running a business?

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Dhwani: "People and their energies will have a bigger impact on you than you think. Knowing when to feed off of someone's energy and when not to absorb energy are both essential in retaining your creative fulfillment. It's kind of like when you dive, it's the balance between the air you hold in your lungs and breathe out that keeps you buoyant. Managing people (whether your team or your clients) is somewhat similar, you need to know what helps you float and what will drain you."

Nathan: "Creativity is a team endeavour. In my experience, the best ideas need diversity of thought, engagement, disagreement, and positive culture. Laughter is a sign that a group of people are comfortable with each other—and indicates the right culture is there. The creative stuff is often happening where the laughter is. So don't take it too seriously."

Anushka: "I think what I actually wish I knew—or maybe just feel more equipped with now—is how emotional running a business is. It's the therapy on yourself no one asked for. I remember when I took the leap to do GEN-ZiNE full time I felt like I was in free fall. There was so much fear I felt so vividly. And now as I embark on this next venture, I feel twinges of those emotions but now I can recognize them and say 'oh, here they are again! It'll pass.'"

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Quick Fire Round
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What do you listen to while working?

• Andie: My 'in a peaceful place' playlist
• Dhwani: Very meditative stuff while writing—Annie Jameson and Krishna Das. When I want to be creatively charged, it varies based on mood. Right now I've been listening to 80s disco heavily
• Anushka: Totally depends on the mood. The Bridgerton soundtrack really hits
• Nathan: Nothing, I'd lose focus and listen to the music

What's your most creatively inspired time of day?

• Andie: Early am, always. I get the most work done between the hours of 8am and 10am
• Dhwani: First thing in the morning and right after lunch (surprisingly!)
• Anushka: At night, I'll get a spurt in the evening
• Nathan: When not at my desk

Describe your creative process in three words:

• Andie: Jittery. Passionate. Silly.
• Dhwani: Decluttered. Collaborative. Intentional.
• Anushka: Spontaneous. Surge. Vast.
• Nathan: Think. Laugh. Repeat.

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About Our Contributors

Andie Wexler, Copywriter at Instrument Andie is a copywriter and brand strategist who believes the best insights come from eavesdropping on subway conversations. When she's not crafting brand narratives, she's writing satirical investigations for her Substack, Reasonable Inquiries, or taking her dog on creek walks upstate.

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Dhwani Kathotia, Founder, Distil Dhwani is the founder of Distil, a marketing agency focused on impact-driven brands. A multi-hyphenate in both work and life, she divides her time between building sustainable businesses, perfecting homemade pizza, and documenting conscious living on her Instagram page of 13 years.

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Anushka Joshi, Writer, Entrepreneur, Strategist Anushka is a writer, entrepreneur, and cultural architect exploring how technology, media, and spirituality shape the modern mind. She builds at the intersection of culture and consciousness through Precipice—her editorial and strategic studio. Her work includes founding GEN-ZiNE and earning a spot on Forbes 30 Under 30.

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Nathan Gainford, Creative Director Nathan is a creative director with over two decades in advertising who believes the best creativity happens where the laughter is. When he's not leading creative teams, he's DJing to himself, painting Warhammer models with his family, or getting schooled in imagination by his 9- and 6-year-old sons.

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