Tools of the Trade: Nile Hope of Pearlfisher

By Kyle O'Brien 

Tools of the Trade is a new AgencySpy feature to help highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.

Next up is Nile Hope, associate creative director at creative design and branding agency Pearlfisher.

Nile Hope stands on the Williamsburg Bridge during his walking commute.

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What is one tool you use all the time at work, and how does it inspire your work?

Although technically not a “tool.” My commute to and from work is a very important part of my daily routine. I live in Brooklyn, and for the past seven years have walked to and from work across the Williamsburg Bridge almost every day. The journey takes about 45 minutes, door to door, and is the one time of the day when I’m not surrounded by distractions and all I’m tasked with doing is getting myself into the studio. I use the time to gather my thoughts ahead of my day at work and, combined with a large dose of heavy metal, it gets me ready for the day and inspired.

Why is it your favorite?

The walk is my favorite tool because it creates a very deliberate separation between work and everything else in my life. At the height of the pandemic I realized how important it was to me and my mental wellbeing—I must have been one of the only people during this time to miss my commute. It helps to have the Manhattan skyline to walk towards and I’ve found myself coming up with ideas on the walk and coming into work with a plan. After a full day, the walk home is my chance to disconnect and come back through the door having left my work behind me…mostly. Something about crossing back into Brooklyn from Manhattan helps with this too.

How did you acquire your tool or hear about it for the first time?

I’ve never been a huge fan of public transport and try to avoid that kind of stress first thing in the morning. For that reason, I’ve always tried to walk to work—even if the journey requires getting up early and walking in adverse weather conditions.

Do you think your tool could go TikTok viral? Why or why not?

I can’t imagine many people would be interested in seeing me walking across a bridge, but I could be wrong.

We want to know what tools you use to make you successful. If you’d like to contribute or know someone who would want to be featured in Tools of the Trade, contact kyle.obrien@adweek.com and fill out our survey.

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