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.
Justin Barnes is an Emmy-winning creative director and founding partner of the famed NYC creative studio VERSUS. At the helm of Versus, he leads a culture of fearless creativity and high craft, bridging brand and entertainment with ideas built to move people. His work spans campaigns, films, design systems, and original IP, all rooted in curiosity, collaboration, and a relentless drive to make something new.
What is the thing you like doing most in the world?
Anything creative. Anything that has me making things, either for myself, for the Studio, other businesses, and other initiatives. Being creative and being productive gives me purpose and meaning.
What is the first memory you have of being creative?
I don’t have a first memory; it’s always just been a part of life. Skateboarding, drawing, making music, making terrible films, just creating stuff.
What is your biggest regret?
A few business decisions along the way, some late nights that should have ended earlier, basically the usual stuff. But it’s all good; no huge regrets that I can’t put behind me and chalk up to life lessons. Always trying to look forward.
How have you gotten over heartbreak?
Spite.
What makes you cry?
Stubbing my toe.
How long does the pride and joy of accomplishing something last for you?
When it comes to the Versus studio, it’s forever! I’m always proud of the work the team is doing. I think we collectively need to stop thinking about the next thing while making the current thing, and we need to stop thinking of the work we create as disposable.
Do you believe in an afterlife, and if so, what does that look like to you?
Nope, this is it, make the best of it.
What do you hate most about yourself?
I don’t subscribe to that type of thinking. It doesn’t do me or anyone any good.
What do you love most about yourself?
It’s a weird question to answer. I would say I’m glad I’m never content, always curious, and willing to take big swings and bet on myself. I love that I love being productive, but that feels more learned than given, so I love that I’m now on that wavelength.
What is your absolute favorite meal?
Great question! Anything my wife Samantha makes, and any meal with friends at the table.
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