Go With Your Instincts

By Angie Caple '14
Published Tuesday, Nov. 11, 2014

Emmy Award winner, advertising guru, and creative genius; these are just a few terms to describe Jon Soto ’82. Originally from Huntington, New York, Jon managed to work his way down to the College of Boca Raton where he received his Associates in Liberal Arts. Currently doing freelance work in the San Francisco Bay area, Jon has worked at some of the top advertising agencies throughout the country.

After working at a stuffy agency in New York, he kept having the feeling that there had to be more. Making the drastic move of working at another firm with no pay; he then ended up landing the job of his dreams. This gut feeling is something that has guided Jon thus far within his life. After a decade of bouncing from agency to agency, Jon ultimately worked his way up to Executive Creative Director. For many this may have been their ultimate goal, but Jon wanted to be more than just the boss.

Jon has always had the ability to think outside the box, which is one of the contributing factors to his success. Throughout his career he has worked for brands such as; Nike, Levis, Emerald Nuts, Gatorade, and Chrysler. He has now achieved awards at the One Show, The Effies, New York Festivals, London International Awards, Art Directors Club, and the Grand Prix in film at the Cannes International Advertising Festival. Needless to say, Jon has made some heavy accomplishments within his career.

Jon stated, "I try to look at the work I put out to the world as if it's mingling at a party. It has to be friendly and companionate for people to want to even begin engage with it." Often times with advertisers, the project is often gray due to the clout of ego. However, Jon defies this stereotype, with an energy and eagerness for life and his chosen craft. This genuine attitude is a direct reflection of the numerous decorations he has collected within his life, both professional and personal.