How I Work: Dhiya Choudary, Creative Director, Magic Spoon
Dhiya Choudary thinks outside the box with their creative cereal box designs. Design by Barbara Cadorna.
Cereal boxes should be fun, don’t you think? As the Creative Director of Magic Spoon, Dhiya Choudary works closely with talented designers and illustrators, including Levi Jacobs, Juan Molinet, Rick Berkelmans (HEDOF), and Alina Bohoru to bring the brand’s magical characters and eye-catching packaging designs to life. Choudary is always looking for ways to push the boundaries of what’s possible in cereal box design — from Levi Jacobs’ whimsical illustrations to Juan Molinet’s retro-inspired designs, each artist brings a unique perspective to the Magic Spoon brand.
Here, Choudary, who grew up in India and now lives in Brooklyn, shares how they work, including the to-do list they use to structure their days, the benefits of wearing Airpods without actually listening to anything, and their favorite Magic Spoon cereal (“Peanut Butter hands down, mixed in with some Cocoa”).
Magic Spoon cereal boxes and bars; packaging designs by Choudary. Images c/o Magic Spoon.
Rise and Shine
I used to think responsible adults woke up at the same time every day and did a million grown-up things, all before 8 a.m. (like making an entire breakfast spread from scratch, or solving the climate crisis). But now I’m grown up (I think), and my two little fur children screaming for food at the crack of ugly dawn is the only constant. The rest of it is still a chaotic choose-your-own adventure, but it works for me. I just map out what needs to get done the night before, and try to hold myself to it. On some days, it’s straight from bed to Slack and to-dos; on other days it’s a dark chocolate biscuit with a hot cup of tea; and on some days, there’s even reading in bed. Boom, I’m a responsible adult.
Work Uniform
As an introvert who hates attention of any kind, I naturally gravitate towards a lot of color (Hello Magic Spoon) and pattern. I grew up in India, and I especially like to add something from home into my outfits to carry with me throughout the day. For years (in my baby AD days) I would be late to work because of wardrobe decisions needing to be made on an early morning brain. While I respect the function of a work uniform, I’m too much of a peacock for capsule wardrobes, minimalism, and the color black. So instead — I put together a week’s worth of outfits during the weekend, and hang them up ready to go (one hanger per outfit, accessories and everything). The key for me is to go for a good range so no matter the weather, the gender expression, or the occasion, I’ll have a solid outfit to pull.
How I Structure My Day
If I could go back in time and give myself a to-do list:
Pay attention to how you work best naturally — what times of day are best for creative thinking, and what times of day are best for meetings and 1:1s. Now throw all the introspection out the window because you work at a startup and every day is a new adventure! (you’ll never be bored).
Project Managers are friends not foe.
Make a to-do list of priorities every single day. Now look at your calendar, and revise that to-do list. You’re simply not going to do that thing today, stop trying. But that other thing - do it right now. Please, I’m begging you.
Block out lunch time - the migraines will *magically* disappear. (Also maybe drink water).
Please leave the house, or the office. You can call it taking the scenic route to your next meeting.
Playlist Favorites
Most times when I have my Airpods in, nothing is on. I just use it to block out sound and help focus. But if I did — I do best with music in languages I don’t speak, or without words. And it’s likely that one song I’ve had on loop for several weeks or maybe even months, that’s turned into my own personal focus track (Spotify Wrapped has already asked me if I am okay, so you don’t have to). Right now it’s “Logba Logba” by Simi.
Tools of the Trade
An iMac, elevated with a riser (I learned too late in life that I’m not too good for it). A Herman Miller Sayl chair for the slipped discs (the lesson I learned). A Wacom tablet and pen. Huge fan of the Bear app for my to-do lists, and brain-dumps. An assortment of papers and pencils for sketching things out. All the usual softwares and things. A scented candle for when I need to send up a smoke signal in the office.
Dream Studio
My big creative spurts are usually during times of intense boredom or under duress. So I’d need an environment where I can create both productively and safely. Enter, the Faroe Islands. I was lucky enough to visit a few years ago, and ever since I’ve had this fantasy of taking a sabbatical there. It’s literally perfect. You and your car might be blown off a cliff and dashed onto the rocks, but there’s sheep! More sheep than people, but it’s stunning! I will wear chunky sweaters, drink too much tea, and bring all (if we’re dreaming) my dream projects to reality. I know it.
One Unique Thing About My Work Process
I abhor group brainstorms with no prior prep. I like to absorb as much information as possible and collect my thoughts to some degree before I get into a collaborative space for it to feel constructive.
Mantra
Don’t Panic — thank you Douglas Adams.
My Bright Idea that Never Saw the Light of Day
In 2016, the Government of India demonetized all the ₹500 and ₹1,000 banknotes in the interest of curbing black money and issued new ones instead. I was in NYC at the time and happened to have about 10 of the demonetized notes on me (now worthless because I missed the deadline to turn them in). My idea was to collaborate with a bunch of artists on an art experiment called ‘The Black Money Auction’ — I would send each artist one of the banknotes and have them write or draw on it, and we would auction off the notes to see what the worthless notes would be valued at with the art on them. It never came into existence unfortunately.
To-Do List Item That Keeps Me Up At Night
Literally every single one but especially that email I forgot to respond to months ago, but now it’s so awkward, I can never respond. Or can I?
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