Big Al

By June of 2024, Big Al will have 60 years of experience in advertising: 30 years as an art director and associate creative director in Detroit at Campbell-Ewald on the Chevrolet account and in NYC at Saatchi & Saatchi on a variety of Proctor package goods accounts, New York Life, U.S. Steel, Tylenol, and 11 Proctor brands in Canada.

He was asked to start the Consumer Healthcare Division of Klemtner (Now Saatchi Healthcare) where he won the inaugural account, Rogaine. He was responsible for that brand’s medical, consumer, and international launch.

In 1994, He started his own company, Boundless Creativity by Big Al Gruswitz where he switched from art directing to illustrating and retouching.

In June of 2022, He started working with Midjourney, a prompt-to-image A.I. program, and has been an enthusiastic user of that program and various other A.I. platforms. Of the three times Lürzer’s Int’l Archive selected his images for their “200 Best Digital Artists Worldwide” Annual, in 2023, 4 of his A.I. images were selected. And in July, 2024, Lürzer’s Archive, in their “The ACE Report” (Annual of Creative Excellence 2024) ranked Big Al as #2 in the top 10 Digital Artists in the United States for 2024! (See below for all the illustrations selected for the “200 Best Digital Artists Worldwide” Annual.)

At 80 years old he is still working full-time and has never lost his enthusiasm for working in advertising. If you’d like to hear more about Big Al’s 6 decades in advertising, you can listen to a podcast interview on FireDEV:  https://open.spotify.com/episode/6KnMvtIZSDF5cQQAF1SJzL.

Because Big Al was an art director and associate creative director in NYC prior to becoming an illustrator, he thinks like an art director. To meet and exceed the art director’s expectations, it takes getting into the AD’s head by asking lots of questions and making sure that you are both on the same page. Big Al comments, “I love it when an art director says, ‘Big Al thinks just the way I do!’ I take great pride in getting the job done right the first time. That takes working as a member of the agency’s team and keeping the agency informed every step of the way so there are no surprises.”

Boundless Creativity

Specializing in 3D and 2D Photorealistic Illustration, Medical Illustration, Difficult Retouching, and A.I. Imaging

Clients are primarily ad agencies in NYC, NJ, and Philadelphia although projects have come from all across the U.S., Canada, and Europe.

In 2010, 33 3D dinosaurs illustrations were produced for The Discovery Channels “Encyclopedia of Dinosaurs.”

Big Al is available for both finished art and comps. Being a former agency AD and ACD, he’s a team player and will work to meet and exceed your expectations.


Many think that “Boundless Creativity” and the phrase “No Limits” refer to the wide diversity of subject matters produced by Big Al Gruswitz. But it has more to do with you—the creative professional and the concepts you develop and present. Don’t throw away a great idea because you think it can’t be produced, because you can’t find the right stock, or because you don’t think it can be done within your budget or deadline.

Limitations stifle creativity. You begin to produce what is “safe”—what you know the client will buy. This may sound melodramatic, but this happened to many creatives during Big Al’s career. Their work suffers, they don’t enjoy what they are doing, and others begin to notice.

What Boundless Creativity offers is freedom! With years of experience as both an art director and illustrator, Big Al brings the knowhow to not just execute your most creative concepts but to collaborate with you to bring your concept to the next level and exceed your expectations no matter the subject, deadline, or budget.


Big Al has won numerous awards both as an art director and illustrator. His work has also been recognized for receiving high readership scores.

His illustrations have been selected by Lürzer’s Int’l Archive for the 2013, 2021, and 2023 “200 Best Digital Artists Worldwide” Annual.

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