Today we’d like to introduce you to Carrie Dunn.
Hi Carrie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
My name is Carrie Dunn and I’m a storyteller. For as long as I can remember, my worldview has been stretched and shaped by the stories I read and write. Growing up, I used to shove a blanket under my door at night so my parents couldn’t see the telltale light from my late-night reading. As I grew and that raw passion was honed by education, I realized how much the stories we’re told as a society can uplift or imprison us.
It may seem odd, then, that I went into advertising. But I’d seen firsthand the power, sometimes positive and often negative, of advertising’s storytelling. It’s a rare opportunity to find an industry with a need that overlaps so clearly with your own passion and strengths, so I dove in.
As a writer and eventual Creative Director, I worked to leave a positive impact on society with every story I told. My team and I created adidas’ first all-women global campaign, telling the authentic stories of 15 unique women around the world changing the face of sport. I helped GoDaddy rebrand away from their outdated tropes and toward a platform of empowering real, diverse creators. Along the way, I found myself climbing an industry with only men at the top. So I focused on leaving a positive impact within the industry, too. Taking my role as the only woman in the room seriously, always with the goal to be the last “only woman in the room.”
The latest chapter of my career has surprised even me – I am now the Global Head of Creative for Esports at Riot Games. I know, “esports’ is often met with a lot of metaphorically blank stares. But with well over 150 million fans worldwide, trust me when I say it’s a rich and fulfilling world with powerful stories. From creating films to designing trophies with Tiffany & Co., to building our massive live event experiences, I feel challenged and inspired and proud of the stories we’re telling every day.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I’ve faced different struggles throughout my career, all of which have helped shape me into the person I am today. I like to think my secret sauce has been my tenacious optimism – it’s what keeps me moving forward in almost any situation.
Advertising, sports, and gaming are notorious for historic issues of sexism and bias. Far too often, I found myself being told that I’m “not the creative type” and “too ambitious,” among many other things also filled with subtext. Sometimes it was loud and obvious, but more often it was subtle – regardless, it was a challenge I had to operate around.
I was fortunate to find allies, advocates, and mentors of all genders throughout my career. With their support, I’ve reached levels that would surpass my younger self’s wildest dreams. As a senior leader at Riot Games, I now have the opportunity to ensure others don’t face these same challenges. It’s an opportunity for which I’m endlessly grateful and deeply respectful. Every day, I work to build an environment that values and prioritizes diversity, ensuring both our team and our work reflects the world at its very best.
My most recent challenge has been in reaching that next level in my career: growing from a doer to a leader. There’s an inherent contradiction in creative leadership – creatives spend their entire career laser-focused on the idea. What is it? How do you bring it to life in the best way possible? There’s a selfishness inherent in that because it’s your idea. But do enough good creative work, and you can become a leader – which requires an entirely different skillset! You need to be an excellent communicator, a better listener, strategic in your decision-making, and empathetic to all the personalities and needs around you.
Growing into a creative leader has been one of the most rewarding experiences of my career yet. Engaging in difficult conversations in order to get to the core of what’s blocking a creative. Digging into wildly complicated cross-company feedback in order to find the best path forward for all. Setting a clear vision that can inspire a talented team. And then trusting your team to bring it all to life. This is incredibly challenging. But it turns out that rush you get as a creative when your idea comes to life? It’s even better when you help your team bring their ideas to life.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
The greatest joy of my career has been realizing that my core attributes – my passion for storytelling and my optimism – can lead to success in a range of roles, mediums, and industries. I’ve created countless films for major brands and I helped build the League of Legends Esports’ 2022 World Championship Opening Ceremony – an immersive 12-minute live performance featuring Lil Nas X and Jackson Wang.
I’ve also used my storytelling ability to shift narratives within my industries – participating in speaking engagements to help women in advertising unlock their confidence – and to upend the narratives holding back my own teams.
We all have a different way of looking at and defining success. How do you define success?
Success is doing work you’re proud of, in a way you’re proud of, with people you’re proud to work with. I ask myself the following questions:
Can you look at the work you’ve done and say it made the world a little bit better? Did it connect with people in a meaningful or emotional way?
Can you say that you did that work in a compassionate, kind, and intentional way? Did you treat others well along the journey?
Can you look around at your own team and be inspired? Does your team teach you as much as you teach them?
If yes, that’s a damn successful life in my opinion. That’s what I’m working toward.
