Creativity Is Seeing What Others Don't: A Masterclass with Paul Lavoie

Creativity Is a Way of Seeing

Paul Lavoie didn't set out to build one of Canada's most celebrated advertising agencies. He set out to see things differently — and never stopped. From drawing apples in art college to turning a taxi metaphor into a global creative philosophy, Paul's career is proof that creativity isn't a skill you're born with. It's a way of paying attention.

This masterclass draws directly from Paul's own story — his childhood in Quebec City, his years at JWT and Cassette, and the founding of Taxi — to extract the principles that made him one of advertising's most original thinkers. You won't find generic creative advice here. You'll find the real stuff: the moments of doubt, the risks that paid off, the mistakes that shaped everything.

What You'll Learn

• Why playfulness and doubt are the two most underrated tools in any creative's arsenal
• How Paul redefined creativity at Taxi — not as writing and art direction, but as thinking differently
• The lesson a 15-year-old windsurfer taught him about failure and mastery
• Why strategy is the common language between creatives and clients — and how to use it
• How the "four people in a taxi" model broke down silos and built a culture of genuine collaboration
• The importance of being yourself and following your passion without hurting anyone along the way

Who This Course Is For

This course is for anyone who makes things for a living — or wants to. Whether you're a junior creative trying to find your voice, a creative director building a team culture, or a founder who needs to think like an agency, Paul's story will challenge you to look harder, doubt more, and bring your whole self to the work.

Pro Tip: Paul's most important lesson isn't about advertising at all. It's about learning to look — really look — at the world around you. That's where every great idea begins.

A Career Built on Doubt

Taxi's mantra was a single word: doubt. Doubt the brief. Doubt the format. Doubt whether you really need a TV commercial. This course will teach you to ask the questions that lead to better answers — and to build the kind of creative culture where everyone is invited to make a difference.