We are highlighting creatives from different countries and our first series in the United Kingdom picked by Nikki Lindman. All the creatives answer some questions about their favorite work they created.

 

๐—ช๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐—ฑ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ถ๐—ฐ๐—ธ ๐—ฎ ๐—ฐ๐—ฎ๐—ฟ๐—ฒ๐—ฒ๐—ฟ ๐—ถ๐—ป ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด?
I was working as a photographic editor at Getty Images and realized I wanted to be a writer whilst still being creatively conceptual. Friends of mine insisted I try and get into the amazing Watford post-grad course. Which, luckily, 11 years ago I did. Thank f*ck for that!

๐—ช๐—ต๐—ถ๐—ฐ๐—ต ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—ฟ๐—ผ๐—ท๐—ฒ๐—ฐ๐˜๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ฟ๐—ผ๐˜‚๐—ฑ๐—ฒ๐˜€๐˜ ๐—ผ๐—ณ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ต๐˜†?
Every project I have worked on has some value to me-whether as an art director/writer, or as a CD. I always learn something from them.

But my first Harvey Nichols campaign, which I dubbed the “wee wee” campaign. I created it 7 years ago now, and still seems to stand the test of time. In fact, my boss back then, Jeremy Craigen, told me it would probably be in my book forever. I was a junior at Adam&eve at the time, and it was the campaign the “broke” me into the department, made people consider me for better briefs, got all the older creatives “popping” by my office to see what I was working on etc…it felt like I’d proven I wasn’t shit! It also got a little bit of press, being covered in media around the world, Daily Mail online readers gave me death threats, Lurzer’s archive parodied it, and I won my first Lion for it.

๐—ช๐—ต๐—ผ ๐—ถ๐—ป๐˜€๐—ฝ๐—ถ๐—ฟ๐—ฒ๐˜€ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ๐—น๐˜†? ๐—”๐—ป๐˜† ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด ๐—ต๐—ฒ๐—ฟ๐—ผ๐—ฒ๐˜€?
Not really. I prefer to look outwards. Writers, inventors, painters, coffee makers, dog walkers…It sounds a little wanky, but watching people on the bus, or tube, are more inspiring creatively.

๐——๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜๐—ต๐—ถ๐—ป๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ถ๐—บ๐—ฝ๐—ฎ๐—ฐ๐˜ ๐˜๐—ต๐—ฒ ๐˜„๐—ผ๐—ฟ๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฑ๐—ผ ๐—ฏ๐˜† ๐—ฏ๐—ฟ๐—ถ๐—ป๐—ด๐—ถ๐—ป๐—ด ๐˜†๐—ผ๐˜‚๐—ฟ ๐˜ƒ๐—ผ๐—ถ๐—ฐ๐—ฒ ๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐˜๐—ฎ๐—ฏ๐—น๐—ฒ?
I have never felt held back, or shut out, or muffled in my job, so I’d like to think my voice has always been welcomed.ย Whether anyone wants to listen is up to them.

๐—ช๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐—ฑ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ถ๐—ฐ๐—ธ ๐—ฎ ๐—ฐ๐—ฎ๐—ฟ๐—ฒ๐—ฒ๐—ฟ ๐—ถ๐—ป ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด?

I feel into the industry completelyย by accident, I had no idea how agencies worked or what theย roles were within them. I have a BA in Photography and had been working in a gallery and as an artย critic, complete with its very irregular income when saw a job advertised on a creative forum in Ireland (where I am originally from) in an ad agency. That was over 12 years ago and within myย first few weeks of starting that job, I saw how agencies were structured and figured out who did what. Thatย opened my eyes to theย careerย I could have, it seems soย obvious that it would be something I’d like and be good at. I got a lot of on the job training in that first job but soon when back to complete a post-grad in Creativeย Advertising as I wanted a more formal education in the field. 12 years later and I have spent nearly half of my advertising career in London, my career started as an accident but every move I have made since then has never been more considered.

๐—ช๐—ต๐—ถ๐—ฐ๐—ต ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—ฟ๐—ผ๐—ท๐—ฒ๐—ฐ๐˜๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ฟ๐—ผ๐˜‚๐—ฑ๐—ฒ๐˜€๐˜ ๐—ผ๐—ณ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ต๐˜†?

There are three campaigns in my book that follow a similar vein, that of calling out bullshit. Be it the Mothercare Body Proud Mums campaign, the Tesco Tampon Tax Off initiative or my Adland parody work for LowLow, all sought to theย same thing, to not accept things as they stand. The fact they have all been created at various stages of my career makes me proud, it shows how creating work like this has always been part of who I am and what I strive for.

๐—ช๐—ต๐—ผ ๐—ถ๐—ป๐˜€๐—ฝ๐—ถ๐—ฟ๐—ฒ๐˜€ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ๐—น๐˜†? ๐—”๐—ป๐˜† ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด ๐—ต๐—ฒ๐—ฟ๐—ผ๐—ฒ๐˜€?
The film, all of it, even the bad ones. I love cinema, it is my biggest influence, my biggest passion and those incredible filmmakers out there inspire me all the time. I generally look to them rather than to people within the industry, I find that narrows down your viewpoint. That said the wonderful Ali Hanan who set up Creative Equals, an amazing initiative for female creatives is one of my heroes within the world of advertising. She is tenacious and is making such a difference to the lives and careers of females working on the creative side of advertising. She is an absolute legend.

๐——๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜๐—ต๐—ถ๐—ป๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ถ๐—บ๐—ฝ๐—ฎ๐—ฐ๐˜ ๐˜๐—ต๐—ฒ ๐˜„๐—ผ๐—ฟ๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฑ๐—ผ ๐—ฏ๐˜† ๐—ฏ๐—ฟ๐—ถ๐—ป๐—ด๐—ถ๐—ป๐—ด ๐˜†๐—ผ๐˜‚๐—ฟ ๐˜ƒ๐—ผ๐—ถ๐—ฐ๐—ฒ ๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐˜๐—ฎ๐—ฏ๐—น๐—ฒ?

I believe so. I believe everyone has a strong point of view, and that is why I think we need to build agencies with people from a broad spectrum of backgrounds, be it gender, ethnicity, socioeconomic, disability, and cultural diversity. I know I tick a lot of those boxes, but I don’t want my seat the table to be there just because of a box-ticking exercise, nor do I want to be defined by my diversity, that said it has meantย I have had to fight a lot harder to get to where I am and I couldn’t be prouder of what I have achieved. I hope my core values are what shape me, the principles I guide by and am guided by. I want my impact to be felt, not just in the work I create but in how I can help shape the industry. Out of that, more interesting work will be created.


๐—ช๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐—ฑ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ถ๐—ฐ๐—ธ ๐—ฎ ๐—ฐ๐—ฎ๐—ฟ๐—ฒ๐—ฒ๐—ฟ ๐—ถ๐—ป ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด
Liv – “Honestly…I found it by accident in a college prospectus my A-level art teacher threw my way when I was fannying about not making any decisions about Uni. I flicked through haphazardly and saw the Creative Advertising course page. As soon as I read it I realized that’s what I’d been doing all this time anyway. I’ve never been a good illustrator, or designer, or painter, but I loved art and coming up with concepts so I wanted to take a-level art despite not having a traditional craft talent. When I read the course description, I realized that my weird way of doing art could be a career. It also made me realize that all those ads I loved, like Reebok’s ‘Belly’s gonna, get ya’, were made by someone like me. So I went for the interview and didn’t bother applying anywhere else. That’s all I wanted to do, so it was that or nothing.”ย 

Steph- โ€œI didnโ€™t enjoy school, Iโ€™m dyslexic, and all I knew was I wanted to leave school at 16. I had applied for the Army and had my interview coming up when one day my teacherย suggested Newcastle Art School. I applied late and went to my first day not knowing what to expect. Within the first 5 minutes, I was like โ€˜yes these are my peopleโ€™. Fine Art turned into Graphic Design and Graphic Design turned into Creative Advertising. Best decision I ever madeโ€.ย 

๐—ช๐—ต๐—ถ๐—ฐ๐—ต ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—ฟ๐—ผ๐—ท๐—ฒ๐—ฐ๐˜๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ฟ๐—ผ๐˜‚๐—ฑ๐—ฒ๐˜€๐˜ ๐—ผ๐—ณ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ต๐˜†?
Liv – “It changes every now and then, especially when I think back on the different shoots and directors we’ve been lucky to work with. But at the moment, it’s the most recent projectย 
we did for Refuge, launching the National Domestic Abuse Helpline with our #SafetyInANumber social campaign. It’s the first thing we’ve done where we actually know we helped people and weren’t just selling something with a film. It was so humbling to see how many women took part, especially all the celebrities. I mean…Olivia Coleman and Little Mix…WTF?! It was mental, but more importantly, it worked, and that’s amazing. It was pretty damn cool working as an all-female team, with a female CD, on a women’s charity, with over 100 female celebrities coming together to do something for other women. Honestly, the power of women as a unit is unfathomable when it hits that sweet spot.”ย 

Steph- โ€˜Google Searchโ€™- We turned a convertible car into the jacuzzi and shot sloshy slomo donuts all day. It was a good reminder that as a creative you are in control of what your day job is.ย 

๐—ช๐—ต๐—ผ ๐—ถ๐—ป๐˜€๐—ฝ๐—ถ๐—ฟ๐—ฒ๐˜€ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ๐—น๐˜†? ๐—”๐—ป๐˜† ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด ๐—ต๐—ฒ๐—ฟ๐—ผ๐—ฒ๐˜€?
Liv – “I don’t know if I have a specific person, but I find the work other creative people do inspires me every day. Seeing the ideas other people come up with, and getting that feeling of jealousy that it wasn’t my idea, gives me the inspiration to do things a bit differently next time. A bit of competitive edge keeps you thirsty for it.ย 

I will say though that I feel like every creative has those certain CD’s you respect the f*** out of and you really want to impress every time. I definitely have, because they inspire me with how they think and that makes me want to do better each time. Make them think “Well, I wasn’t expecting that.” I won’t name them though…because that’d just give the game away.”ย 

Steph- Iโ€™m part of a collective that hosts an exhibition called โ€˜Unsignedโ€™ every year, featuring new artists, so Iโ€™m lucky enough to be constantly seeing new work. But inspiring creatives Iโ€™d have to say…Lynnie Z, SchultzSchultx grafik, Stephanie Unger, Chrissie Abbott, Glen Luchford, Maisie Cousins, Martin Creed, Mo Gilligan, everything the Monty Python crew ever did. This Country, Black Mirror, South Park, Manga. Cheryl Tweedy. Ad heros, anyone who makes funny stuff.ย 

๐——๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜๐—ต๐—ถ๐—ป๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ถ๐—บ๐—ฝ๐—ฎ๐—ฐ๐˜ ๐˜๐—ต๐—ฒ ๐˜„๐—ผ๐—ฟ๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฑ๐—ผ ๐—ฏ๐˜† ๐—ฏ๐—ฟ๐—ถ๐—ป๐—ด๐—ถ๐—ป๐—ด ๐˜†๐—ผ๐˜‚๐—ฟ ๐˜ƒ๐—ผ๐—ถ๐—ฐ๐—ฒ ๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐˜๐—ฎ๐—ฏ๐—น๐—ฒ?
Liv – “100%. If you can’t bring your voice to the table then you’re effectively just a mac monkey. If you’re putting your ideas on the table then you need to be able to voice your opinions while the discussion is still up for grabs. Otherwise, you end up making something that you don’t even agree with yourself.”ย 

Steph- The work is yours. You have to take ownership and defend the hell out of it. British can be too soft and get offended if you’re blunt and say what you think, but not ad people. I like that.ย 

๐—ช๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐—ฑ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ถ๐—ฐ๐—ธ ๐—ฎ ๐—ฐ๐—ฎ๐—ฟ๐—ฒ๐—ฒ๐—ฟ ๐—ถ๐—ป ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด? There is no frustrated artist hiding inside me, no quilter waiting to be discovered, or finger-painter destined for greater things. I have always loved solving a problem and making it look pretty at the same time.
๐—ช๐—ต๐—ถ๐—ฐ๐—ต ๐—ผ๐—ณ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—ฟ๐—ผ๐—ท๐—ฒ๐—ฐ๐˜๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ฟ๐—ผ๐˜‚๐—ฑ๐—ฒ๐˜€๐˜ ๐—ผ๐—ณ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ต๐˜†?
There is no greater reward than real people taking your work and using it to comment on the world. The scary lady from my Barclays Fraud campaign was used to create memes about politicianโ€™s bad behavior and Love Island contestantโ€™s actions. No shiny piece of metal comes close.
๐—ช๐—ต๐—ผ ๐—ถ๐—ป๐˜€๐—ฝ๐—ถ๐—ฟ๐—ฒ๐˜€ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฟ๐—ฒ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ๐—น๐˜†? ๐—”๐—ป๐˜† ๐—ฎ๐—ฑ๐˜ƒ๐—ฒ๐—ฟ๐˜๐—ถ๐˜€๐—ถ๐—ป๐—ด ๐—ต๐—ฒ๐—ฟ๐—ผ๐—ฒ๐˜€?
Iโ€™m currently obsessed with @daisymaycooper and @charlie11cooper. The brother and sister duo who wrote and star in This Country. They were working as night cleaners when they started writing the show. I watch it over and over again, and then a bit more. Almost as much as I hoover up Alan Partridge.
๐——๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜๐—ต๐—ถ๐—ป๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐—ถ๐—บ๐—ฝ๐—ฎ๐—ฐ๐˜ ๐˜๐—ต๐—ฒ ๐˜„๐—ผ๐—ฟ๐—ธ ๐˜†๐—ผ๐˜‚ ๐—ฑ๐—ผ ๐—ฏ๐˜† ๐—ฏ๐—ฟ๐—ถ๐—ป๐—ด๐—ถ๐—ป๐—ด ๐˜†๐—ผ๐˜‚๐—ฟ ๐˜ƒ๐—ผ๐—ถ๐—ฐ๐—ฒ ๐˜๐—ผ ๐˜๐—ต๐—ฒ ๐˜๐—ฎ๐—ฏ๐—น๐—ฒ?
Iโ€™m a mum. I represent the largest buying audience out there. We need more voices like mine at the table. Please have babies, creative ladies!