When Designers Moonlight

Communication Arts
Advertising imitates art
By Tiffany Meyers | 2005

At some point in history, the advertising industry decided to turn an adjective into a noun and formally call its practitioners “creatives.” Aside from bewildering people on the outside, the title aptly describes a type of person inclined to explore diverse forms of expression in a lifetime, and not just those that move product.

More than a few creatives manage to produce a body of art even as they build successful careers in advertising. Invariably, one influences the other.

Creative director Tom Lichtenheld is also the author/illustrator of several acclaimed children’s books, including “Everything I Know About Pirates” (Simon & Schuster, 2000), “Everything I Know About Monsters” (Simon & Schuster, 2002) and “What Are YOU So Grumpy About?” (Little, Brown & Company, 2003). Two more titles, “Everything I Know About Cars” (Simon & Schuster) and “What’s With This Room?” (Little, Brown & Company) are slated for publication in 2005.


Lichtenheld—who began as a fine-art student at the University of Wisconsin at Madison, then realized he might want to buy a car one day—served as a creative director for BMW and United Airlines at Fallon, Minneapolis, when he stumbled into book illustration by accident: His young nephew asked if he might draw him a pirate or two. Lichtenheld more than satisfied his requirements as an uncle, completing a pirate book—his first—with Fallon’s support.

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