Golden Time with Erin Sarofsky of Sarofsky

Been to the movies lately? Streamed any hit shows? Caught a couple of TV commercials, maybe one or two on that Super Bowl? Of course you have. And if so, you’ve seen the work of Erin Sarofsky and her Chicago-based design and production studio, Sarofsky. Erin launched the studio in 2009, after stints at Digital Kitchen and SuperFad, and it didn’t take long before her work was getting noticed by advertisers, agencies, movie studios and TV producers. A regular speaker at design conferences and a strong believer in creating a sense of maker-driven community (not just for her staff, but for the design world at large,) her work has been graced with just about every major award in the business – and we’re talking both advertising and entertainment. 

A native New Yorker, Erin holds an advanced degree in computer graphics from the prestigious Rochester Institute of Technology, has an awesome fascination with fabric arts and caricature (as seen in her series of ‘Skrimps’ felt portraits) and has lately been warning brands about something called ‘sanserification.’ If you don’t know what it is, ask your doctor, your designer or maybe your CMO. 

She’s been nominated for an Emmy Award, written up in every creative and design pub worth its salt and now has agreed to share what she does on weekends with us at The Howler. We’re honored she’s taken part, and wonder if we could humbly request that she make us a knit beanie that looks like Alice Cooper so we can wear it to the Greenwich Village Halloween parade this year.

Where do you live? And how long have you lived there? What do you like best about where you live? 

Erin: I live in Lake Forest, Illinois. It’s a quiet, beautiful suburb just north of Chicago. We’re new to the area, but already loving it. It’s peaceful, surrounded by nature, and feels like a deep breath after years in the city. We hear owls at night, and there’s a red fox that regularly prances through our yard. Honestly, our Ring cam has become our new nature channel.

Before this, we were in Logan Square, one of Chicago’s most vibrant neighborhoods. I’ve called Chicago home since 2008. Technically, I moved here in 2001, spent a couple of years in New York from 2006 to 2008, and came back to open the studio.

Chicago will always have my heart. It’s got serious advertising heritage, a rising film community, and a comedy scene that’s world-class.

As a native New Yorker, I’ll say this: Chicago has more of the good stuff, and a little less of the chaos.

Briefly, tell us how you got into the business. And how long have you been in your current role?

Erin: I got into the industry in 2001 when I took a junior designer role at Digital Kitchen’s Chicago office. I was fresh out of school, applying to studios that inspired me—and that job was more than just an introduction to the industry. It was the beginning of a love affair with Chicago, too.

In 2009, I launched Sarofsky... Somehow over 15 years ago now. Time really does fly when you’re growing a business.

Even though I’ve been the Executive Creative Director from day one, my role has evolved through the natural stages of growth. Early on, I was deeply involved in every part of the company—especially the creative. As we scaled, I stepped fully into the role of creative lead, brought in talent I truly believed in, and made it a priority to mentor and grow that team.

Today, I see myself more as a CEO and creative lighthouse. I’m here as a guide and resource for our creative leaders, rather than being in the weeds on every project. And I’ve found the CEO role to be both invigorating and challenging in the best way. It pushes me to think not just about where we are or where we’ve been, but where we’re headed, and what we can become in an ever-changing technology, media and creative landscape.

How often do you end up working on the weekend? How much time do you spend on work-related stuff from Friday night to Sunday night? 

Erin: I can’t speak for every business owner, but I think many would agree: when you run a business, it’s less that you own it—and more that it owns you.

Half the work I do is deadline-driven, the stuff that simply has to get done. The other half is future-focused: planning, evolving, and constantly looking for ways to make us better.

But let’s be real—it’s nearly impossible to do that kind of big-picture thinking between 9 and 6, sandwiched between meetings and day-to-day tasks. So yeah, a lot of weekends, half my waking hours end up dedicated to work. Not because I have to—because I want to. That’s the difference when it’s yours.

What’s your favorite weekend decompression activity? How often do you get to pursue it?

Erin: I try to keep a hands-on creative practice going at all times. Whether it’s knitting, vintage collecting, making vintage ornament wreaths, interior design, drawing, experimenting with AI, or fiber arts—I need something tactile, something that keeps my hands moving.

It’s how I unwind. I’ll throw on a show or a podcast (a mix of fun and work), and let my hands do their thing. It’s meditative, but also keeps me connected to making... No matter how busy life gets.

It’s a three-day weekend. How do you spend that bonus day?

Erin: Oh, this is a trick question. I usually spend that time getting ahead at work—clearing out my inbox, replying to people I’ve been meaning to get back to, and chipping away at bigger-picture things like talks or presentations.

But I also see it as a reset day. Sometimes that means catching up on a few shows I’ve been meaning to watch. Honestly, a solid stretch of great TV can give me a real creative boost.

The best part, though, is carving out time for an adventure with my daughter. Antiquing is our favorite. We both hunt for treasures, and I love seeing the odd, wonderful things she’s drawn to. Most of these shops and shows are off the beaten path, so we end up on day trips to totally random places. It’s spontaneous, it’s sweet, and it’s exactly the kind of time that stays with you.

How much time do you spend on your phone/tablet/laptop on a typical weekend?

Erin: I wish I spent less time on my phone, and I’ve been making a real effort to leave it behind more often.

I honestly wish it wasn’t also my camera and communication tool, because email and social can really hijack my focus. I’m not on TikTok at all—and at this point, I feel like I should have a t-shirt that says that.

I’ve also started going to bed without my phone in the room. It’s made a huge difference. The constant stream of content is quietly toxic to sleep and mental well-being. I want to stay informed, sure—but there’s something about the way reels serve things up that can send you into a spiral before you even realize it.

That said, I still misplace my phone in the house or car pretty often. And when I’m not needed for work, I let the battery run down and take the break.

What have you been watching lately? How do you keep up on all the streaming content out there? 

Erin: You know, I’ve been getting a lot of recommendations lately, but I honestly haven’t gotten hooked on a show in the past couple of months.

That said, I’ve been very into this podcast called Acquired. It’s legit the most captivating thing I’ve consumed in a long time. Deep dives, great storytelling… it just hits differently.

What do you listen to? What’s on your playlist? 

Erin: Mostly books and podcasts these days. I really only listen to music when I’m designing.

And to be honest, my taste in music pretty much stopped evolving around 2012. I’m okay with that.

Best weekend live experience of the past year: concert, sporting event, gallery visit, movie? What made it special? 

Erin: This past year, I had the chance to travel for a couple of incredible conferences—DDD (Digital Design Days) in Milan, and Paradiso in Mérida, Mexico.

It was amazing just to get away, but even more so to be in rooms full of creative people who were genuinely excited to connect, share ideas, and just be out in the world again. There’s something electric about that kind of energy.

And of course, the food didn’t disappoint—Milan and Mérida both delivered. Obviously.

So it’s Sunday night already! How do you get ready for Monday morning? What’s your Sunday night routine? 

Erin: My Sunday night ritual? At 47, it’s mostly about combating wrinkles—so yes, I’m slathered in moisturizer. It’s basically Silence of the Lambs, but less murdery and with better décor.

Beyond that, I’m just trying to wind down. Good sleep is the goal. I hang with the kiddo and all the pets, do my best to unplug, and create a little calm before the week kicks back in.

It’s not glamorous, but it’s kind of perfect.