The best ideas rarely happen at a desk. As a creative director, I’ve always believed that, but the structure of our industry often forces us into a box. The brainstorms in sterile conference rooms, the inspiration sought through endless scrolling—it all starts to feel recycled. I began to question if the conventional office environment was a place where creativity was nurtured or simply contained. So, I decided to run an experiment on myself.
I wanted to see what would happen if I radically changed my environment without disconnecting from my responsibilities. Could I lead my team at Spade Design, service our clients, and do my job at a high level, all while living in a completely different culture? This wasn’t a sabbatical; it was a strategic relocation. I moved my office from our polished headquarters to a small casita in El Salvador for six months. My goal was twofold: to dedicate myself to the humbling art of surfing, and to see how deep, daily cultural immersion could directly fuel my creative perspective and make me better at my job.
My new work-life routine was a revelation. My day no longer started with an alarm and a traffic-clogged commute. It began at dawn with the roar of the Pacific. I’d surf for two hours, a physically demanding session that washed away the mental clutter and gave me a powerful sense of focus. That morning surf became my meditation, my preparation for the creative challenges ahead.
After my surf, I’d head to my real office: a small, open-air grill right on the beach. I’d grab the same corner table every morning, order a plate of eggs and fruit, and watch the waves roll in as I sorted through my first emails. The owner knew my coffee order by heart, and the place was a perfect cross-section of the community—local fishermen discussing their morning catch, and fellow surfers, buzzing with energy, recounting their best waves. Sitting there, with my laptop open and the smell of salt and coffee in the air, I felt more connected to the world than I ever did in our high-rise office.
By 10 AM, I was back at my casita for a day of Zoom calls, client presentations, and focused design work. The juxtaposition was incredible. One moment I’d be presenting a branding strategy to a client in New York, the next I’d be taking a five-minute break to watch a family of geckos on my porch. This constant dialogue between the corporate and the natural, the polished and the raw, was giving my work a new depth and authenticity.
About five months into my stay, my routine was shattered. On a perfect overhead day, I took a bad fall and felt a sharp, cracking pain in my side. The local surfers helped me from the water, and I ended up at the town clinic, bracing for a bureaucratic and costly ordeal. Instead, I was met with incredible efficiency and kindness. The doctor diagnosed me with two broken ribs, gave me treatment, and sent me on my way. The bill for the entire visit, X-ray included, was $80. The experience was a profound case study in service. It was simple, human-centered, and incredibly effective—all the things great design should be.
The injury forced me to slow down. My mornings were no longer spent in the water but at the beachfront grill, nursing a coffee for hours. With my work done by the afternoon, I spent a lot of time at the retreat where I was staying, talking with the owner, a dynamic and inspiring woman named Pixie. I had seen her leading surf and yoga sessions all week, fostering an incredible sense of community among her guests.
She told me about her vision for her business, SwellWomen, and how it was so much more than just a surf camp. It was about creating a supportive, empowering space for women to challenge themselves, connect with each other, and find their bravery in the waves. But she was frustrated that her website felt flat. It showed the beautiful location, but it didn’t capture the feeling of transformation and camaraderie that was the true heart of her brand.
Listening to her, I saw her problem with perfect clarity. I had a unique dual perspective. I was living in the environment she had created, witnessing its power firsthand. Simultaneously, I was spending my days working on high-level digital strategies. I understood her audience, and I understood her business needs.
“I can help with that,” I offered. Working on her website became my passion project. It was the ultimate test of my experiment. I was able to pour everything I had learned—from the color of the sunrise over the ocean to the feeling of empowerment I saw on the faces of her guests—into creating a digital experience that was as deep, authentic, and inspiring as the retreat itself.
When I returned after six months, I came back with more than just a tan. I came back with a new philosophy and a powerful case study. Today, Pixie’s business has taken off, and her retreats are sought-after experiences for women around the world. It’s a testament to her incredible vision, and I’m proud to have played a small part in helping her tell that story.
That experience solidified a new way of thinking at Spade Design. We now champion the idea of deep immersion, encouraging our team to find their own versions of El Salvador. Because the best, most authentic creative work doesn’t come from a desk. It comes from a life fully lived.
