About.
I’m Matt Sourwine, a Creative Director with 15 years of experience shaping bold ideas into meaningful brand work and leading teams to deliver creative that drives real impact.
With 15 years in the ad agency world and with seven in creative leadership, I’ve spent my career building brands, shaping ideas, and guiding teams to create work that stands out for the right reasons. I’ve led award-winning campaigns across local, statewide, regional, and national markets, working at the intersection of strategy, design, storytelling, and execution in fast-paced, high-expectation environments.
My last name tends to stick with people.
Sourwine. It’s distinctive, a little unexpected, and memorable. Over the years, it’s also become shorthand for how I approach creative work. I believe the strongest ideas strike a balance between boldness and refinement. They have edge, but they’re intentional. They challenge convention, but they’re rooted in strategy. That blend of bold ideas and refined taste is what I bring to every project.
I believe great creative starts with asking better questions.
Why this audience. Why this message. Why now. I push boundaries not to be different for the sake of it, but to create work that connects, performs, and leaves a lasting impression. That mindset has guided everything from brand launches and integrated campaigns to video, digital, and experiential work.
Leadership has become one of the most meaningful parts of my career.
I’m proud of the brands I’ve helped build, but even prouder of the people I’ve grown alongside. I believe strong creative teams are built on trust, clarity, and collaboration. My role is to set the vision, raise the bar, and create an environment where talented people feel supported, challenged, and inspired to do their best work.
I’m a lifelong learner.
This industry evolves constantly, especially now, and I embrace that. I stay curious, explore new tools and technologies, and look for smarter ways to work without losing the craft. Growth, for me, is about staying relevant while staying grounded.
Above all, I genuinely love what I do. I bring that energy, thoughtfulness, and care into every conversation, every campaign, and every creative challenge I take on.
Rooted in Hard Work, Driven by Passion.
I grew up on a dairy farm in Northern New York, where hard work was not a concept, it was a way of life. Watching my father and uncles run our family business taught me early on what commitment, accountability, and pride in your craft really mean. The long days, early mornings, and shared responsibility left a lasting impression on me.
Those lessons still guide how I show up today. As a Creative Director, I bring that same work ethic to every project and every team I lead. I believe in seeing things through, leaning into challenges, and putting care and intention behind the work. My background instilled a deep respect for effort and follow-through, and a belief that the most meaningful results come from passion paired with perseverance.
That foundation continues to shape how I lead, create, and collaborate. I approach every creative endeavor with the mindset that great work is earned, not assumed, and that when you care deeply about what you build, it shows.
Guided by Bravery, Kindness and Faith.
“Be brave, be kind, and have faith” is more than a mantra for me. It’s the foundation for how I live, work, and raise my two boys.
Bravery pushes me to take thoughtful risks, challenge assumptions, and lead creative work with confidence rather than comfort. It’s what allows bold ideas to surface and meaningful progress to happen.
Kindness keeps me grounded. It shapes how I collaborate, listen, and lead with empathy, ensuring the people behind the work feel valued, heard, and supported. The best creative environments are built on trust, and kindness is what sustains it.
Faith gives me perspective. It fuels my belief in the process, in people, and in the long view. It reminds me that great work takes patience, resilience, and a willingness to grow through uncertainty.
Together, these principles guide my leadership as a Creative Director. They inform how I encourage bold thinking, foster collaboration, and create work that connects on a human level and truly resonates.
Life Beyond the Creative Studio.
Outside of work, my greatest joy comes from life with my wife and our two boys. Whether we’re traveling, exploring new places, or simply making everyday moments meaningful, family is the foundation that keeps everything in perspective.
I’m naturally energized by movement and competition. Basketball and daily exercise are constants in my life, not just as outlets, but as reminders of discipline, resilience, and teamwork. Sports have always shaped how I think, push myself, and show up for others.
I also make time to read and learn, both to recharge and to stay sharp. I’m driven by curiosity and committed to keeping pace with evolving trends, technology, and ideas that shape our industry.
While Syracuse, New York is home, part of me will always belong to the St. Lawrence River and the Thousand Islands. Summers spent there have grounded me since childhood, and that connection to place continues to fuel my creativity and sense of balance.
