Originally published in March 2024
Creative director Hannah Peterson is more than just a seasoned expert in communication design. Whether she is wowing a board of SaaS executives with her strategic input or driving home a fintech’s multimedia ad campaign, Hannah’s fine-tuned artistic vision is a force to be reckoned with. At Block Club, Hannah devotes her limitless problem-solving skills and determination to developing standout campaigns for B2B and B2C clients while helping our own team navigate the many challenges and opportunities raised by generative AI.
In this edition of 37 Questions (a respectful twist on Vogue’s 73), we get Hannah’s thoughts on a range of topics—including travel, music, pet immortality, and her vision for the future of marketing.
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What’s your favorite childhood memory?
Staying up late playing dress-up with my little sister
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Any special costumes or outfits you remember?
Witch costumes, princess dresses, and anything with a weird accessory
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What did you want to be when you grew up?
A paleontologist
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What inspired that choice?
My obsession with the T-Rex
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What was the first creative project you remember working on?
In elementary school, I was very into wire sculptures. I’m pretty sure there was a year when everyone in my life got one as a gift!
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Are there any artists you turn to for inspiration?
There are a handful of artists (and agencies) that I love to keep up with regularly, but I’m constantly finding new inspiration on TikTok, Instagram, Pinterest, and out in the wild.
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What would you nominate as the greatest creative campaign of all time?
The De Beers “A Diamond is Forever” campaign that created the tradition of diamond engagement rings. It’s rare that a campaign can change a culture to the point where, many decades later, most people don’t even realize that the origin of a widespread tradition was an ad.
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What’s your favorite time of day?
I’m a night person in the truest sense; I’m at my happiest and most creative after 9 p.m.
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What do you do in your downtime?
At any point, I probably have about 14 projects going on in various states of completion. I’m a serial hobbyist. This year, I learned how to lay cement and built my own light switches (separate projects). I’ve also dabbled in tattooing and, most recently, discovered a love for arranging flowers!
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If you had to get a tattoo right now, what (and where) would it be?
California poppies on my wrist
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What are you proudest of?
If I don’t understand something, I WILL figure it out. I’m an obsessive problem solver.
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What’s a tricky problem you recently solved?
The light switches were tricky! I’d become hyper-fixated on these clear glass Forbes & Lomax switch plates with elegant brass hardware, and I wanted to DIY the effect. This ended up involving an incredibly specific electrical component-sourcing situation and multiple unhelpful Home Depot sales associates telling me that what I wanted to do was impossible. So, I figured out how to use guitar and amplifier parts to get the job done. They ended up looking great. Take that, Home Depot.
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Are there any bad habits you wish you could give up?
Nope. I have come to peace with my bad habits. 🙂
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In that case, are there any bad habits you’d like to own up to?
I love an irresponsible shopping spree, and I’ve never been known to say no to dessert.
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What three words would you use to describe yourself?
Empathetic, creative, persistent
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If you could change one thing in the world with the wave of a wand, what would it be?
Pets should live forever.
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Do you have an especially cherished (current or former) pet?
My cat Scout has been with me through two states, four cities, and seven apartments. She is my longest-running roommate!
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How would you describe your style?
Everchanging
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What’s one style you’ve tried that you’ve since moved past?
Once upon a time, there was a blue hair phase…
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What does your perfect weekend look like?
A good mix of house projects, friend time, relaxation, and dinners out
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Who’s your favorite person to travel with?
I don’t play favorites when it comes to travel! I will go anywhere, with anyone, at any time. Any excuse for a trip is a good one.
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What was your most memorable trip?
In my mid-20s, I put my things in storage and backpacked through Thailand. I had the full American-backpacker-in-Thailand experience: danced at a full moon party in Koh Phangan, ate a fried scorpion in Bangkok, stayed at a circus hostel in Pai. I also attempted to ride a motorbike, got overconfident, and crashed it in the woods. It was an experience I’ll never forget!
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What makes you laugh?
Babies in Renaissance paintings
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What historical era would you feel at home in?
The ’60s, if for the music alone
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What ’60s bands do you gravitate toward?
Otis Redding, The Rolling Stones, Fleetwood Mac, The Beatles, Janis Joplin, etc.
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Where is your favorite place to be?
The desert. Ideally, camping somewhere under a sky full of stars
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Who do you think would play you in your biopic?
I live in LA, but still can’t name any actors.
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What do you love most (or not) about living in LA?
I’m a cliche, but it’s the weather for me. I love being able to do my favorite things year-round.
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What was your first car?
An ancient Jeep Wrangler, all manual everything down to the roll-down windows. I wanted it so bad that I learned to drive stick shift in a parking lot after I bought it.
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What was your first job?
Refereeing for a kids recreational soccer league. I must have been around 14.
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What’s the best book you’ve read recently?
The Seven Husbands of Evelyn Hugo by Taylor Jenkins Reid
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Do you have any regrets?
Any mistake that I’ve made more than once, lol. Other than that, I try to just learn from my mistakes and move on.
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Do you have any guilty pleasures?
Reality TV and any seasonal Reese’s—but the pumpkins are the best
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What’s one thing most people don’t know about you?
I have a very good, very embarrassing (for me) celebrity story from my days as a server, but I can’t put it on the internet!
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Can you give us a hint of the story with a few key words?
Star-crossed photo op, accidental cameo, TV news legend
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What are you most passionate about?
I don’t know about most passionate, but the intersection of creativity and technology—and specifically generative AI—amazes and excites me daily. I am so inspired by the new opportunities that are unfolding in front of us right now and genuinely thrilled to be able to witness such change firsthand. I’m also very aware of the responsibility that comes along with it, and I feel strongly that the conversation around AI should be as much creatively and ethically led as it is technologically led. I hope to be able to participate in those conversations as much as I can.
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What’s one piece of advice you want to give up-and-coming creatives?
Don’t lock yourself into a predetermined track. Stay curious, stay open-minded, and follow your passion. Lateral moves can be good ones.