Mark Fina has worked with some of the most recognized names in fashion and beauty, cutting his teeth at Grey and playing a part in some of the most iconic brand moments of the past few decades.
Looking at Industrial Color’s creative capacity through a fresh lens, Mark shares his vision for merging industry, culture, art, and commerce in a meaningful way and leveraging AI to dream big.
MY STARTING POINT IS ALWAYS RESEARCH AND ASKING THE FUNDAMENTAL QUESTION: “WHY SHOULD I CARE? WHY WHOULD I SHARE?” START WITH RESEARCH AND LEARN AS MUCH AS YOU CAN, AS QUICKLY AS YOU CAN.
Tell me a little about your background and who or what has had a major influence on how you work?
Mark: My work has always been informed by my exposure to art and culture. In my youth, I studied the masters, their drawings and paintings to understand color theory, style, and techniques.
Drawing inspiration from diverse sources; from modernists to the Renaissance, to the introduction of photography, and even Egyptian line drawings. I find the diverse vastness builds depth and inspiration to every project I approach.
A pivotal memory of mine was reading an Interview magazine article about Francesco Clemente. What struck me was not just his art alone, but that he painted in Armani suits. This sparked my fascination with merging commercial art and creativity, leading me to explore how art, fashion and commerce can coexist.
As I began to approach campaigns, I tried to find the juxtapositions to evoke emotion and change within the beauty industry. For example; flipping the industry on its head by looking at beauty in all forms, hiring people like Queen Latifah for CoverGirl opened the way we could see beauty in the commercial landscape.
Some of the moments provoked thought through conceptual ideas and some provoked visually bringing fine art cues into the photographs and stories I wanted to build.
Why did you decide to join Industrial Color?
I was drawn to Industrial Color because of its potential for innovation and Steve’s vision. Steve is a Business Dreamer who gets excited about uncovering and exploring new possibilities.
The company’s history speaks for itself. Taking that legacy of innovation and merging concepts like industry, culture, art, and commerce is an incredible place to be. That is something that is only possible with people who think big.
I’m looking forward to creating work that resonates and breaks ground with the incredible shifts that are happening in the industry today.
Tell me about the Creative team you’re building here, starting with its mission
The core mission is about merging industry, culture, art, and commerce in a meaningful way. It’s about understanding consumers deeply through research, recognizing that creativity isn’t just about aesthetics, but about connecting with people’s real needs and experiences. It’s a language.
Our approach starts with the space to have creative freedom, comprehensive research, and a solid understanding of demographics and psychographics. This allows us to get a sense of how people live, feel, and make decisions. This is the language that creates an opportunity to have a direct dialogue with our clients and consumers. It’s about going beyond surface-level trends to understand the deeper cultural and emotional drivers that influence consumer behavior.
What is your starting point when working with a client?
My starting point is always research and asking two fundamental questions: “Why should I care? Why would I share?” This means diving deep into understanding the target audience, their motivations, and the cultural context.
I believe in starting with facts combined with instinct. By grounding creative work in thorough research, we can create more meaningful and resonant work. It’s about listening, learning, and then finding innovative ways to connect with people.
How do you view the role of a creative today, particularly as technology continues to evolve and expand what’s possible?
The role of a creative today is to be adaptable, curious, and open to change. Technology, especially AI, isn’t just a tool – it’s a way of expanding creative possibilities. I teach at the School of Visual Arts and often tell my students, if you limit yourself to traditional methods, you’re cutting out entire dimensions of potential creativity.
AI represents an extraordinary opportunity to dream bigger, to create without the previous technical limitations. It’s about asking “What if?” and being willing to explore new routes to creativity.
What content formats or creative approaches do you think represent where the market is heading? And where do you see AI fitting in with creativity?
The market is moving towards more authentic, experience-driven content. People are seeking real experiences, whether it’s pop-up events, concerts, or content that breaks traditional patterns. Brands like Hermès are leading the way by being unexpectedly creative and breaking their own category norms.
AI should be seen as more than just a cost-cutting or efficiency tool. It’s a method of activation and a new way of creating. The key is maintaining the human factor – using AI to generate hypotheses and explore ideas, but always bringing human emotional intelligence and critical thinking to interpret and refine those ideas.
AI IS NOT JUST A TOOL, IT’S A FUNCTIONAL WAY OF WORKING. NOW, IF YOU DREAM IT, YOU CAN MAKE IT.
What excites you most about creating right now?
The most exciting creators are those who can break patterns, challenge expectations, and find new ways of seeing and expressing the world. Right now we’re at a fascinating intersection of technology, culture, and creativity.
What excites me most is the potential for boundless creativity. With tools like AI, the ability to say “I can dream it, I can make it” has never been more real. It’s about letting go of fear, embracing change, and constantly asking “What if?”