The world of advertising is a dynamic blend of creativity, business, and storytelling—a space where passion meets strategy. For Jonathan Desir at Whirlpool, the journey began with a high school internship sparked by a brother’s influence and a love for entertainment.
In this article, we explore the pivotal moments, creative techniques, and forward-thinking trends that have defined Jonathan’s path, offering a glimpse into the art of crafting compelling narratives in advertising.
MUSICBED: What sparked your interest in advertising?
Jonathan Desir: My brother Julio Desir was my very first introduction to advertising. He was (and still is) a creative director on the agency side.
Early on, I would see him making these mini-movies and visit him in the coolest office spaces. Then, when I was in high school, I started paying closer attention to what he was doing, and he got me my first internship.
The rest was history!
Prior to that, I just always loved all forms of entertainment, but I knew I wanted to do something with business. Marketing/advertising seemed like the best blend of both worlds.
What led you to become the executive producer at Whirlpool?
Jonathan Desir: I had previously worked with Otto Linwood on some McDonald’s work and that grew into a great relationship.
Once he was at Wow, he reached out, and I knew pretty quickly that this was where I wanted to be.
At the time, I was working fully remote at Optimus, which was a tremendous experience; however, working remote became isolating.
After almost 10 years there, it was time for a change so I could continue to learn new things.
What have been some pivotal moments or projects that shaped your career?
Jonathan Desir: It’s tough to pinpoint the exact moment, as I’ve been doing this for 20 years now, and it’s all blending together!
Anytime I’ve moved to a new company, that obviously brings great change.
That said, there are a few projects with major artists that have definitely left an impact on my life and career.
I’ve had the opportunity to work with so many people, from John Singleton to Joe Pytka. I did some work with Shaq and the Chicago Bulls.
I also worked closely with Chance the Rapper, most recently on his Magnificent Coloring World movie.
Who has been a major influence or mentor in your career, and how have they impacted your approach to work?
Jonathan Desir: I’ve been incredibly fortunate to work under some amazing people.
Tom Duff and Craig Duncan have been my biggest mentors over the years, and we have become close friends to this day.
Their work ethic is second to none: first-in-the-office, last-to-leave types. They were always willing to help and had the strongest passion for our industry and craft.
I could never come close to their golf games though, sadly!
RELATED READS: Good Life, Great Art: Thoughts on Mentorship
What are some of the techniques you use to make storytelling more engaging and emotionally impactful?
Jonathan Desir: Working with a strong editor!
As an EP, I’ve seen the importance of every aspect of the team. But in regard to technique, I put a lot of that on the editor. They are the floor general for any given project, interacting with the creatives, colorists, audio engineers, etc.
Viewing the work with other team members who aren’t even working on the project is a big help. They’re often able to highlight something we may not have thought about otherwise.
RELATED READS: 7 Perspectives on the Absolute Importance of Collaboration
What do you consider when selecting music for a commercial or content?
Jonathan Desir: If the project is connected to an already existing campaign, we’ll take our queues from that.
But when we have a clean slate, the creative brief will help us set the tone.
Music selection is a collaborative effort that usually involves the editors as well. We’ll get the perspectives from everyone on the project, and then make our selections based on that.
RELATED READS: The Art and Science of Music Selection With Joanna Batemits
What’s something you’ve seen lately where the music really elevated the storytelling?
Jonathan Desir: Most recently it has been the Heinz Mustard DJ Mustard collab commercial.
Amazing timing—and the song is so relevant currently. I was a little surprised to see how quickly it was used in a commercial.
I’m a huge Kendrick Lamar fan, so that also grabbed my attention.
Are there any trends in advertising that you’re excited about?
Jonathan Desir: Artificial Intelligence: I’m both excited and terrified. It’s going to be really interesting to see how quickly it is implemented and used in all aspects of what we do.
I’ve already seen amazing tools that allow you to create stems from a music track that didn’t exist. Or create someone’s voice from just a few existing words.
As scary as some of these things are (especially from a legal standpoint), it is also fascinating to think about the creative opportunities this will create.
What is it about Musicbed that stands out to you? Why would you recommend Musicbed as a resource for others in the space?
Jonathan Desir: The people, the service, and the music are top-notch, so that is a given.
There are so many music licensing options in the space, but my interaction with Musicbed has been nothing but quality and pleasant every step of the way.
This was written as a part of Musicbed Challenge 2025. Want to learn more?
