As we all know, mental health is important to take care of, but it's easier said than done. John Forsyth, Copywriter at Critical Mass, speaks on dealing with times of high-stress, the creative process, and finding the space for a healthy creative mindset.
Can you give us a brief overview of your role and creative process?
I am a copywriter who molds and shapes written content for our clients’ digital experiences, in tandem with other visual and strategy specialists across the creative discipline. For me, the creative process is about thinking on your feet while taking space to give yourself the bandwidth to be imaginative instead of robotic. In an era that’s as connected as ever, for better or worse, and with the cultural expectation to always be “on”— it’s easier said than done.
How do you manage stress levels in a healthy way? What resources or tools are does your agency offer to alleviate stress?
For the most part, my stress levels ebb and flow throughout the week, but daily wins give me fulfillment and something worthwhile to build upon into the days ahead. An everyday tradition I have is visiting the steam room or sauna after exercise, which provides a screen-free opportunity to clear my head and think openly about anything on my mind. I call it Shock Therapy. The ironic part of this routine is that it’s presumed that the steam or sauna heat pressure may cause discomfort over time, and rightfully so after a while, but there’s also a palpable mental release that comes with the heatwave. That 30ish-minute session is followed by a cold shower, which evens out the body temperature and rejuvenates the system entirely. It never disappoints and is always something to look forward to.
In what ways does your agency support you creatively?
As long as I’ve been at Critical Mass, there’s been heavy emphasis on a commitment to balancing the elusive “work and play” angle of everyone’s careers. Chicago creatives, along with the whole web of creatives across the company, are close enough that we can openly mention different points of friction to each other without hesitation. And there are no hard feelings. Personally, and professionally, everyone’s running their own marathon at their own pace. But with no judgment, only support. Leadership emphasizes creating an environment where it’s okay to be ourselves and vent frustrations if we have them. This, in turn, leads to a healthier creative mindset.
How has access to mental health resources evolved over time? Do you feel as though there is adequate support in times of high stress or when creative motivation is low?
Access to mental health resources seems to be trending up. At Critical Mass, it starts with huddles like those for the Mental Health affinity group, championed by Joshua Hale, which has been a remarkable alliance for those interested in hearing others’ stories and taking actionable steps. Beyond that, what’s been just as important as the improved resources are the meaningful conversations sparked around mental health that weren’t necessarily voiced in the past.
While there’s decent support when creative blocks emerge or creative morale is low, those “high-stress” times never really stop. There’s plenty more that can be done. Back-to-back meetings are scientifically proven to elevate stress levels and have a negative neurological impact on the brain, yet that doesn’t prevent us from workdays where we may have 5+ meetings (or more) in an 8-hour window. A 4-day work week, successfully tested, is within reach and could be another step in the right direction. But it remains to be seen just how receptive or reluctant companies will be about adopting this even though it clearly holds weight.
What advice would you give to the next generation coming into the ad industry?
Greatness is a process and creativity is about more than just the tools or equipment you use — it’s in the way you see the world. So, embody creativity by running your own race, finding subtle nuances that make you tick, and looking out for yourself as you grow. You’ll be amazed at what you stumble upon along the way.