Big Al Gruswitz

Conceptual realistic digital illustration

With 49 years experience in advertising, I have held staff positions as an art director and associate creative director at several major agencies including Campbell Ewald (Chevrolet) and Saatchi & Saatchi (Duncan Hines, Tide, Crisco Oil and Shortening, Pert Shampoo, Tylenol, Slim Fast, Dexatrim, New York Life, and others). While at Saatchi & Saatchi, I started the Consumer Division at their medical agency, Klemtner Advertising (now Saatchi Healthcare) where I won the inaugural account, Rogaine. I was responsible for the consumer, medical, and international launch of that brand. Other brands of note at Klemtner include ProStep nicotine patch, Pravachol, and The Epilepsy Foundation of America (public service campaigns).

I have won numerous awards for creative excellence and high readership. Because I was an art director and associate creative director in NYC prior to becoming an illustrator, I think like an art director. To meet and exceed the art director's expectations, it takes getting into the AD's head by asking lots of questions and making sure that you are both on the same page. I love it when an art director says, “Big Al thinks just the way I do!” I take great pride in getting the job done right the first time. That takes working as a member of the agency's team and keeping the agency informed every step of the way so there are no surprises."What keeps business exciting is that every project is a new challenge—a new problem to solve.

I started Boundless Creativity in 1994, where I specialize in photorealistic 3D and 2D illustration, medical illustration, and difficult retouching.

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