Dare to choose what matters - Thiago Maia

Brazilian animator and Cookie Studio founder Thiago Maia shares his journey from a creatively free childhood in São Paulo to building a successful animation studio in London, followed by a mental health breakdown that forced him to redefine success.  ~

Growing up surrounded by Japanese culture and his mother's art gallery, Thiago developed a "magician" approach to creativity—saying yes first, then figuring out how to deliver. After moving to the UK with limited English and two suitcases, he worked his way up from serving coffee to running his own studio.

Despite outward success, Thiago experienced severe depression in 2021 that nearly cost him his business and marriage. Through therapy and honest conversations, he learned to prioritize freedom over growth, scaling down his studio to focus on what truly matters. Now divorced but happier, he channels his energy into being the father he wants to be and advocates for mental health awareness in the creative industry.

Key Takeaways

• Say yes, then figure it out: Thiago's "magician" approach involves accepting challenges and learning the skills needed afterward, building confidence through problem-solving
• Freedom trumps growth: Running a larger studio doesn't equal more freedom; sometimes scaling down provides the creative liberty you originally sought
• Mental health isn't weakness: Breaking the "boys don't cry" mentality and seeking therapy can be life-saving for creatives carrying emotional burdens
• Reconnect with existing networks: When rebranding or growing, leveraging established relationships proves more valuable than cold outreach to strangers
• Guide without controlling: As creative parents, providing tools and freedom to explore matters more than imposing predetermined paths on children
• Happiness requires honest self-reflection: Success metrics imposed by others may not align with personal fulfillment; regular self-examination prevents burnout
• Cultural influences shape creativity naturally: Thiago's Japanese-influenced aesthetic emerged organically from childhood experiences rather than strategic business planning
• Language barriers are temporary obstacles: Moving to a new country without fluency creates initial challenges but opens doors to perspectives impossible in your home environment
• Therapy provides structured thinking time: Professional help offers dedicated space for reflection in an otherwise noisy, distraction-filled world
• Purpose can evolve or remain undefined: Not having a clear "why" doesn't invalidate your creative journey; sometimes enjoying the process matters more than destination clarity

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