Untapped ability
shots speaks to Tom Woodard, Co-Founder of the newly launched Nashville agency, The Ability Machine, which evolved from the non-profit community group On the Avenue with a mission to empower neurodiverse talent in adland.
)
Can you tell us something about On the Avenue, the non-profit community you founded to bring together neurodivergent individuals?
Founding and leading On the Avenue has been a beautiful journey. I’ve learned that creativity is the perfect way to build confidence and community for the neurodiverse people that I’ve been humbled to work with for over a decade.
I’ve learned that everyone has a creative window, and that neurodiverse individuals offer unique insights into different approaches to marketing, communications, and advertising.
Can you explain how The Ability Machine evolved from On The Avenue?
On the Avenue began simply as a safe place where neurodivergent individuals, whom we named 'citizens', could explore creativity and build confidence and community. It sparked the idea for The Ability Machine, a work opportunity for those individuals that had never been asked to sit at the creative table.
We are a 'Yes and…' environment where all ideas are welcome and deemed important whether they are used or not.
They were asked to add thoughts and ideas to our whiteboard sessions for 'real' paying work. Their presence on our crews and at the creative table provided an amazing window into new ideas. One of our Citizens summed it up perfectly: “Y’all ain’t ready for my creativity!"
Hope, opportunity and purpose are the reasons we all live each day.
Above: KIND Snacks tasked The Ability Machine to create customised artwork featuring the founder, Daniel Lubetzky.
Can you talk about some of the projects On the Avenue delivered for certain brands?
Over the past few years, we have been asked to create campaigns, illustrations, and video content for blue chip brands. For Logan’s Roadhouse, images were used as placemats for their Veteran’s Day promotions where service men and women were offered a free meal.
On the Avenue created marketing materials for Mercedes-Benz along with a series of colouring books for children to play with as their parents looked around the showrooms. The design and illustration team tailored the books for each local market.
The word 'machine' was debated at first, but we decided that we do personify a machine when we allow everyone to work together.
KIND Bars tapped us to create custom artwork for its employee cafeteria. We delivered a series of product and people illustrations featuring the founder, Daniel Lubetzky. The illustrations had a signature brand look and feel showcasing how the iconic bars were created to brighten and bring light and joy to the lounge.
On the Avenue has also produced creative for local Nashville brands like Goo Goo Clusters, Battle Ground Academy and Ginger Jones.
How does your organisation make adjustments for the differing needs of different types of neurodivergent minds?
We use patience and understanding to allow each individual to express their thoughts and ideas in their own way. We have a 'quiet room' where they can retreat to gather their thoughts when needed.
We are a 'Yes and…' environment where all ideas are welcome and deemed important whether they are used or not. We encourage people to collaborate and use their abilities to make the entire process and product stronger, even if they contribute to one portion of a campaign, everyone is valued!
ABOVE (left to right): Videographer Riley Dulaney, Co-Founder Tom Woodard and writer/videographer Brad Bramlett.
Can you expand on the alignment between creativity and neurodiversity?
Every human being is creative in their own way. Communication of that creativity can take many forms. When we say that creative communication is unrestricted and valued, then those that have not traditionally been creative before begin to shine. Everyone has an ability, sometimes you just have to take the time to dig and find it!
Can you talk about your own journey into championing neurodivergent individuals?
I have been blessed to have some very accomplished neurodivergent individuals in my life and on our team. I do believe the social stigma around it is beginning to lift, but this is a slower road for the business industry. When companies are striving for results, businesses typically prioritise profit over process.
At The Ability Machine and On the Avenue, we’re committed to allowing that process to take place without being solely driven by the numbers. Working together as people with and without disabilities and with varying skillsets results in highly effective, top-notch work for our clients.
ABOVE: The Ability Machine's work for local confectionary brand Goo Goo.
Can you talk us through the brand identity of The Ability Machine?
The team at Lewis and I honed in on the idea that everything we do at The Ability Machine is collaborative; when we work together, we are one machine firing on all cylinders. This idea is expressed in our logo as a geometric system of interconnected shapes that form a triangle.
The lines and angles represent how each Citizen’s contributions link together to create something larger. The symbol looks engineered, but suggests something that is human and adaptive.
The word 'machine' was debated at first, but we decided that we do personify a machine when we allow everyone to work together, valuing each other in the process. This is not a placated move to work together, it is an intentional desire to get the best possible product and outcome for our clients.
How has the agency Lewis become a partner?
We met the talented folks at Lewis through the very kind people at Raven Public Relations. Lewis was looking for something meaningful to sink their teeth into. I knew some of their team members from my earlier days in production and advertising as a writer/creative director. They have taken The Ability Machine under their wing and made us stronger, more focused and given our brand a heartbeat and concise story to tell.
