Debbie Millman’s ongoing project “What Matters,” an effort to understand the interior life of artists, designers, and creative thinkers, is now in its third year. Each respondent is invited to answer ten identical questions and submit a nonprofessional photograph.
Matt Burns is the executive creative director and co-founder at Thirst, creative partner to the world’s best and most ambitious beverage brands. Since co-founding Thirst in 2015 with group managing director Chris Black, Matt has helped build problem-solving, fame-making, multi-channel work for names including Diageo, William Grant & Sons, Campari Group, and Remy Cointreau.
What is the thing you like doing most in the world?
Running. It helps me be the best version of myself – the best husband, dad and colleague I can possibly be. It opens my creative mind. It teaches me patience. It builds determination. Running isn’t easy, nor is it meant to be. I relate this very directly to the creative process.
What is the first memory you have of being creative?
Falling in love with drawing, mainly characters from the X-Men, and just never wanting to stop.
What is your biggest regret?
Such a hard question to answer. I’ve spent the most time thinking about this one. The question has made me stop, think and realize certain things that could cause regret in the future. So I regret not realizing this before now.
How have you gotten over heartbreak?
Finding peace in believing things happen for a reason.
What makes you cry?
I’m brutally sentimental. I have a suitcase of random useless things I’ve collected over the years that I can’t bring myself to look at.
How long does the pride and joy of accomplishing something last for you?
It’s not that I don’t appreciate accomplishments, I just love learning, progressing and moving forward. I tend to use the energy from the accomplishment immediately into the next challenge.
Do you believe in an afterlife, and if so, what does that look like to you?
Sure, fuck it, why not. Hopefully, it’s fun.
What do you hate most about yourself?
I could be in the moment more and appreciate what’s in front of me.
What do you love most about yourself?
Keeping life fun. Being able to kill with kindness. And winging it every day.
What is your absolute favorite meal?
Fried rice and a crumpet and peanut butter. Not together, obviously. Although I haven’t tried that yet.
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