Consider this irony: as the national attention span dwindles faster than an Art Institute of Pittsburgh student’s Ramen noodle stash, how does a TV station maintain brand loyalty? Rob Weske’s (’88 VC) solutions to this quandary – which included paperboys and crop circles -- recently won him two Telly Awards for Advertising Excellence. Another artist might allow these kinds of awards to go to his head, but for someone whose father worked multiple jobs to help put his son through art and film school, success like this is his own testament to the power of perseverance.
“My father was a strong personality,” says Weske, “an up front, blue collar guy. For many years, he'd work two or three [jobs] a day – hard, physical jobs. It wasn't fun for him, but he did what he had to do to support his six kids, to help them realize their dreams and pursue what they wanted.”
In Weske’s case, that desire led him to work in television stations around the country. Now, as the On-Air Promotions manager at WOIO / WUAB in Cleveland, Weske’s creativity doesn’t come with an “off” switch. “My experiences throughout my days, and visions of the days ahead, fuel me,” says Weske. “Sometimes the creative process takes over a part of your life. Concepts hit me in the strangest and most awkward places -- in the car, in the shower, in bed. The idea will choose me -- like a Sadie Hawkins Dance -- and once you're selected, you're dancing with her.”
Striking a tenuous balance between art and commerce isn’t always easy, but Weske is constantly searching for new solutions to bridge that gap. The key, he says, “is not feeling limited, but instead be motivated to solve the riddle of the challenge. Clients always want the best of both worlds: a dynamic idea that breaks boundaries without breaking imposed budgetary restraints. Concepts that push out of the box don't do the job unless they are true to – and advance – the brand.”
Weske’s resourcefulness has come in handy on both sides of the camera. Despite early successes that included a job in Los Angeles, his options seemed to level off for a time – but, true to his nature, he never stopped searching for a different solution. When Cleveland presented him with a new opportunity, he turned it into trophies and a new creative kick.
Says Weske, “It's a cliché, but it's absolutely true: timing and persistence is everything.
“For most of us, the world is a very tough place. Nobody owes you anything, and you have to literally open your own doors and fight for what you want. It's hard work, it takes sacrifice, very thick skin, and a lot of self-confidence when nobody else feels that way. In the end, you have to take ownership for who you are and what you do. I think a lot of that ‘stand up and be accountable’ mentality comes from my father. I bring it to the work I do every day.”