Sep 4
D&AD
Pretty simple direct response brief - get people to the event. 2009 wasn’t a particularly good year to be anyone, let alone a graduate. We took a fairly direct route based on peers and a democratic recruitment campaign. Nothing particularly clever, but it turned a few heads and created debate, so job done.
Awards: IAB creative showcase [Winner], BIMA [Winner], London International [Finalist], Revolution Awards [Finalist], D&AD [Finalist], Webby [Shortlisted].Intergrated Campaign to launch D&AD's 2009 New Blood: I’ll be there.
Print/Online/DM
Photographer: Nadav KanderFeaturing:
- Neville Brody, Founder - Research Studios (Graphic Design)
- Graham Fink, ECD - M&C Saatchi (Advertising)
- Morag Mysercough, Founder - Studio Mysercough (Architecture & Design)
- Caroline Pay, CD - BBH (Advertising)
- Mark Waites, Founder - Mother (Advertising)
- Simon Waterfall, Founder - Poke (Digital)
Art Direction
The has been a lot of discussion and debate over at Campaign over the choice of art direction for this campaign. Before commissioning Nadav, Dan and I spoke to various students/interns regarding how they felt about not only the industry, but those they saw as the figureheads within it. Certain themes began to fall out of these consultations. One of the most recurrent and poignant themes was a feeling of detachment, the unapproachable nature and almost other-worldliness of the world of which they were about to enter. Anyone who can remember touting their book around their most respected agencies trying to get it under the nose of their favourite Creative Director will remember this feeling.
This was something Dan and I wanted to explore. We approached Nadav Kander who had recently finished Obama's people and spoke to him about our idea. We wanted to take six figureheads and shoot them in the way they are perceived in the minds of the industry's New Blood. Personify their feeling towards the industry they were entering. We felt Nadav's style, with a hint of Thomas Ruff would be perfect. At the same time we had asked these figureheads to pledge their allegiance to New Blood, not only to show up, but to really take an active interest. We had the set-up; the juxtaposition of the perception of the person verses the reality - the 'real' Graham Fink is charming, warm, friendly and approachable. Even Simon Waterfall, who can intimidate the hell out David Bowie is a charming and agreeable person in the flesh.
Retrospectively this may sound all a little high-falutin' and beard scratchy, whereas in reality the exploration was far from it. The whole process was good honest pro-bono fun with one of the world's most sort after photographers and some of the UK's most notable industry figures.
work @ Lost Boys
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