I love this guy's work.
Dirty Business: the Fountain of Filth.
Apocalypse: 'Breathing' (which heavily hit home).
Educating Yorkshire's 'School's Back'.
C4's visual identity and idents.
And that's just over the last few years at C4.
It's good. Really good.
And boy does he care about crafting the process. He treats ideas like newborn babies, needing to be nurtured. And his team like the creative mavericks they are.
Some stuff he talked about that I loved:
- if you're not interesting outside of work, you're not interesting. You can't be inspired sitting at a computer, churning out work.
- we need to have more fun in advertising. Not looking at 'work as work' is helpful.
- use jealousy as a tool, to push yourself.
- protect an idea like a newborn. An idea needs nurturing through the process and you need to care throughout.
- from a young age, the intoxication of a polarising reaction to something he'd created. The worst reaction is no reaction.
- and the existential dread keeping him up at night.
I would highly recommend having a watch.
One of my favourite episodes, actually.
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