Richard Wild is Chair of Advertising and Design Departments at School of Visual Arts New York. I’m honored to have his foreword for my book. Thank you Richard.
No, No, No, No, No, Yes is an amazing story that chronicles Gideon Amichay’s rise as a force in the rarefied domain of critical thinking.
In the world of visual communications, Gideon is one of the few individuals who has mastered the art of problem solving, an unteachable discipline. His accomplishments have expanded to include author, entrepreneurialist and teacher.
I’ve pondered for some time trying to understand how Gideon was able to achieve such success, and the one possible explanation I’ve come up with to unravel this enigma is a combination of various factors that have resulted in this achievement. By undertaking the seemingly impossible task of creating hundreds and hundreds of conceptual illustrations with the intent of being accepted into, arguably the most difficult venue, The NEW YORKER magazine, fostered the emergence of persistence, perseverance and endurance. These qualities were coupled with an essential inner sense of confidence, which can be traced back to what Gideon refers to as his first creative director, his mother, Rachel.
By focusing on illustration and by developing a voice based on conceptual ingenuity, this unique conceptual ability aided Gideon when he undertook the task of being an art director in the world of advertising. He entered this field without any of the dogma that is inherent in advertising education. This gave him the opportunity to embark on projects in the world of advertising with a new and untainted vision. His innovative ideas were challenged again and again, which met with every conceivable “NO”, which he took as an opportunity, a challenge that enlivened him and gave meaning to his life. He understood that one must embrace the roadblocks, not react to them, and it is at this very place where his genius emerged and flourished
Gideon mastered the art of storytelling, which is the foundation of all successful social media. This has become a tool in his arsenal where today, his concepts are so provocative that the media extends his work tenfold.
Gideon has now undertaken the task of educator at both the undergraduate and graduate levels. The courses that he teaches set the stage for others to enter the world of risk taking, love of process, coupled with a spirit to embrace new challenges.
Gideon Amichay understands the pathway toward creativity where he does not have to knock down walls, which is time consuming and unproductive; he knows the secret of how to simply walk around them.
Teaching the intricacies of his journey to others will be Gideon Amichay’s legacy.
Richard Wilde
Chair of the Advertising Department at School of Visual Arts New York
Chair of the Design Department at School of Visual Arts New York
