Time to go into real advertising detail.
The second day at New Blood was a very busy day, in terms of meeting three top advertising agencies, and also the fun of getting involved in One Minute Briefs.
I got to my stand specially early to be guided by my lecturer Simon with a group of fellow course mates, to one of my dream advertising agencies MOTHER!!!!!
I was sooo excited not just to be toured around the agency responsible for the MoneySupermarket.com commercials, and IKEA cats (naming only a few), but also to meet the former student of my University (Loughborough), and a pupil under Tony, who really influenced/inspired my decision to go into advertising and follow the route of Watford..
'drum roll'
Jolyon White!
And he did this commercial with his creative partner Richard, you will recognise it as that oh so EPIC elephant!
The way Jolyon did his ideas in his final year at Loughborough University, on layout pad with marker in hand, scamping them out, as rough but simple clear pieces of communication, that embraced the purity of creativity, that anything was possible, that idea was king!
Well that was the domino effect that made me into the advertising creative you see today.
I found my calling in the creative industry after Jolyon gave that lecture to 2nd years in our course about 3 years ago concerning the way he worked, creative advertising.
I was right at the back of the studio minding my own business as a first year (fresher), and I over heard it and it grabbed my attention.
"Make your layout rough and your ideas fancy."
"Hey I am good at ideas." I said to myself, its the reason why my tutor back at college James told me to pursue a career in Graphic Design, because I was good at ideas.
It was just natural, it just fit, so I soon started to jot everything down he was saying.
Now I stand here today achieving my goal of getting into Watford, and well on my way in aiming at the top of the advertising tree, all thanks to Jolyon for inspiring me.
Funny how the dude at the back of the studio, a mere first year, was probably the most influenced out all of the 2nd years at the front, haha.
I have mad respect for the dude!
But I better stop before this becomes a Fifty Shades of Jolyon.
Anyway!
We arrived at the agency, and it was amaaaazzzzzing (prepare for excited little kid rant with pictures).
WE GOT A BISCUIT STICKERS TO SAY WE ARE VISTORS!
THERE WERE A BIG WALL OF EVERYONE'S PROUD MUMMIES, LIKE THE NAME MOTHER!
A FUN LOOKING DINING ROOM, WITH A LUNCHTIME BELL, JUST LIKE SCHOOL!
WE GOT GIVEN SPECIAL BUSINESS CARDS OFF JOLYON!
THERE WAS COOL GIANT CONCRETE TABLES FOR WORKING ON!
A MEAT ROOM, BUT IT WAS NOT REALLY A MEAT ROOM, IT JUST LOOKED LIKE ONE, IT WAS REALLY MEETING ROOMS!
WE GOT FREE FRIZZY DRINKS AND BISCUITS AGAIN!
OH OH AND THERE WAS A ELEPHANT'S BUTT IN THE WALL!
..out of breath.
Inhale.
I again jotted everything down Jolyon and his colleagues had to say about advertising, how to improve etc.
All the notes towards improving/preparing myself for Watford.
And the one bit of advice that really stuck in my head, is there is no set process/formula at Watford for making big ideas Jolyon said, the only thing I can really suggest is to question the shit out of everything.
This made me think, I should not worry and go OCD on how to conduct myself on getting to the big idea (the right way), the only thing that really matters is getting the big idea!
Made me think of how the Rolling Stones describe their music process on the documentary 'Stones in Exile', actually there was none, and there one of the greatest rock bands if not the greatest of all time.
I think it was that they didn't have a formula, they just lived it!
Creativity is spontaneous.
Also to note what Jolyon had to say about creative teams, finding that perfect creative partner.
He used his partnership with Richard as a brilliant example.
When they where trying out creative partners at Watford, Jolyon got on really well with someone, most likely similar interests, attitude etc, Jolyon felt this is the one for him!
However they did not produce fantastic work out of this, but then Richard came along.
Well it started off with heated arguments, complete opposites, a miss match, they could not see eye to eye, but it was this explosive chemistry, that two different people syndrome that produced fantastic work.
Eventually they got used to one another, and thats when the chemistry blossoms, like getting through the rough to find a diamond...
I need to stop using that Grey Goose idea as reference.
This made me think about my team work with a fellow course mate, creative and close friend Faye, we had heated debates, we could not see eye to eye, while faye was logical I was impulsively, coming out with crazy shit.
It even got to the point of bitching about one another, and I will never forget the evening Faye got to boiling point and called me a 'Twat' through text, or was it 'Arsehole', oh wait I think it was 'Dick', I don't know, all I know is she sweared at me, oh the memories.
It was intensive, not just because we were opposites, but we had big egos, and I bet Faye will deny this, trying to be all humble, but trust me, its a disguise, I can see through it, thats how well I know her!
In the future I can see her being a strong female lead in the advertising industry.
I even have a scary feeling she will be my boss, Sir Alan Sugar v2.
However through all this there was something, a chemistry, that I felt worked upon could of grew into a strong creative partnership, but we have took different paths, me to Watford, Faye winning a intern at Rufus Leonard.
We are both on the rise in London, which makes me believe we will both meet one another at the top, whether it be working together or clashing for clients.
This is my tribute to Faye before our graduation.
After that insightful trip, I can confidently say Mother knocked BBH off the number 1 spot of the advertising agencies I would most want to work for!
Over half of their creatives are former Watford, so there must be hope for me?
So much to write about the 2nd day, so until tomorrow, to be continued..
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