About.
Hey! I'm Matt Sourwine, a multidisciplinary Creative Director who thrives on producing work that matters - and leading teams that bring bold ideas to life.
With over 14 years in the agency world and more than five in creative leadership, I’ve helped shape award-winning campaigns across local, statewide, regional, and national markets. I’ve worked in the fast lane -developing strategies, directing design, and guiding creative talent to do work that not only stands out, but resonates.
I believe the best ideas are born at the intersection of strategy and originality. I’m relentless about pushing creative boundaries, not for the sake of being different, but to truly make a difference. That means always asking why, staying curious, and thinking bigger - no matter the project.
I’m proud of the brands I’ve helped build and even prouder of the people I’ve grown with. Leading creative talent isn’t just about vision—it’s about collaboration, clarity, and trust. That’s the environment I aim to create every day.
I’m also a lifelong learner. In an industry that never sits still (especially nowadays), I stay sharp by embracing change, diving into new tools, and continuously evolving how we work and what we make.
Above all, I love what I do - and I bring that energy into every conversation, campaign, and creative challenge.
Rooted in Hard Work, Driven by Passion
I grew up on a dairy farm in Northern New York, where my father and his brothers poured their hearts into running the family business. From an early age, I saw firsthand what true hard work looked like—the early mornings, the unwavering commitment, and the pride in doing a job well. Those lessons shaped who I am today. As a Creative Director, that same work ethic drives me: the dedication to see every project through, the determination to tackle challenges head-on, and the belief that success comes from passion and perseverance. My roots on the farm taught me that meaningful work leaves an impact, and that’s the approach I bring to every creative endeavor.
Guided by Bravery, Kindness and Faith
Be brave, be kind, and have faith" are the words that guide how I live, work, and raise my two boys. Bravery reminds me to take risks, push boundaries, and embrace creativity without fear. Kindness keeps me grounded in empathy, fostering collaboration and meaningful connections with those I work with. Faith fuels my belief in the process, the power of ideas, and the potential for growth. These principles not only shape the person I strive to be but also influence how I lead as a Creative Director—encouraging bold thinking, building trust, and creating work that truly resonates.
Life Beyond the Creative Studio
Outside of work, I cherish spending time with my wife and two boys, traveling to new places and creating unforgettable memories together. Staying active is a big part of my life—I love playing basketball and make time to exercise nearly every day. Sports have always been a cornerstone for me, offering both challenge and camaraderie. I also enjoy reading, whether it’s for relaxation or professional development, as I’m always looking to stay on top of trends and technology. Though I now call Syracuse, NY, home, my heart is often on the St. Lawrence River in the summer, soaking up the beauty of the 1000 Islands—a place that’s remained one of my favorite spots in the world since my childhood. These moments and activities fuel my creativity and keep me grounded.