Editor’s Note: The Reel Black List is our annual spotlight of brothers and sisters in the worlds of film, TV, advertising, music, radio and media who are making a difference through their contributions and creativity daily. Today we celebrate Joshua Gadson.
From the southside of Chicago, Joshua Gadson is the 35-year-old co-founder of Unsurfaced, an award winning micro creative firm that specializes in strategy, ideas, design, and executions. Joshua is passionate, charismatic and the leader of the creative vision. Bringing a unique world perspective and relentless curiosity, to ultimately bring his clients innovative and measurable executions.
Let’s find out more about Joshua!
What’s your origin story?
I’m a creative kid from the Englewood Neighborhood in Chicago. I taught myself graphic design when I was 18 and I then started a clothing brand/ creative consultancy with my current business partner Johnnie Lovett and a friend, called Fresh Connection Brand when I was 21. That reached Dwyane Wade, Microsoft, The UN, and TedX to name a few.
How did you get into Advertising/Creative Services?
When I was 25 I started contract work for a company called Game7. I did that for about 2 years. Then when I was 28 I started at Ten35 in Chicago and that’s where my career exploded.
What did your parents think you would be?
A trial lawyer, they always said I had a knack for communication.
Who were your mentors?
I’ve been blessed to have some really good people pour into me so that list could get long; I’m very appreciative of them all. I will say that Robert Clifton Jr. and Brad Taylor were very instrumental in giving me the direction for the creative leader I have become today.
Bravest thing you’ve done?
Ask my parents to trust me when I told them my plan for how I got to now. I’m forever grateful to them for believing in me just as much as I did myself.
How do you handle failure?
As a learning lesson and point of reference. I didn’t always handle setbacks well until I shifted my perspective on them. Failure means you gave up; so I don’t believe in failure because I don’t quit.
What do you do to pump yourself up?
I actually do the opposite, I do things to calm me down and bring me to the present moment. Sometimes I believe we can be so amped that we actually perform worse than we would prefer. So I meditate and pray before big moments. I want to bring myself to the present as much as possible.
What drives you to create?
A relentless pursuit of truth. I’m curiously passionate about knowledge. I like to solve problems of all kinds. I believe my superpowers are systems thinking and pattern mapping. I like to zoom out then zoom in and see how everything connects and works together.
What TV series, movies or ads are portraying powerful, inspirational Black images in 2023?
I really liked American Fiction, I thought it was written well. I really enjoyed Beyonce’s Renaissance film; it shed light on the production side of what goes into her shows and it was amazing to hear how she overcomes the adversity of being a Black Woman even at her level.
What is the biggest challenge to Black people in your industry?
Being seen. And that’s a loaded statement because it’s being seen for who you are, what you bring, and what you can ultimately become. If Ten35 would have looked at my experience only I might not have made it this far. I didn’t come from school to this industry, so I was raw and unpolished. But being able to be seen for who I was, what I could bring, and what I could become changed the game for me. We often feel like talent has a “look” and it doesn’t.
Is it time to let the Will Smith incident go?
Yes, even though I still can’t believe that it wasn’t scripted :-/
When you’re not creating, what do you do in your off time?
I like to workout and play sports for physical movement. And for mental enjoyment I read, listen to music and build legos.
What are your guilty pleasures?
Target haha…I can never leave with just what I came for.
ALSO READ: Find out who else is on the 2024 Reel Chicago Black List
