Where does the majority of your work take place?
We’re all quite studio based. I take myself off to sit in corners or different places to break up my surroundings and fight fatigue. I’ve always found I work better scribbling away in a notebook, instead of constantly staring at a screen; I get less distracted that way too. To be honest, I often make a breakthrough on a brief when I’m out doing something mundane, or just having a pint. So it’s good to get out and about.
How collaborative is your role?
We don’t approach things in the traditional art director-copywriter partnership way here, which is refreshing. Writing can be a pretty solo sport most of the time, but I try to tap into the rest of the copy team, and share my work as much as possible. But you do need 360 thinking; if you get really into a project, you’ll be thinking about it in so many ways – not just copy, or design. And if you care about stuff, you have an opinion on everything. I’d like to have more involvement in creative output as a whole, and I’d love designers to have more of a point of view on copy. The industry needs all-rounders. I’m actively fighting against being pigeonholed. For example, I’m mega into film and production, so that’s something I’m always trying to stick my nose into.
What are the most and least enjoyable aspects of your job?
I love working on advertising briefs, coming up with ideas and brainstorming as part of the team. Taking something from a blank sheet, to pitch, to production is the best thing. Hopping from project to project, never getting to sink your teeth in, is probably the least satisfying way of working. I do a lot of copy heavy toolkits and guidelines, which aren’t always the most exciting. But I think it’s really important to have jobs that don’t stretch your brain to the very limits of your creativity all the time. Being on big jobs that require a lot of bitty tasks can make you feel really flat. But they also give you space in your brain for more creative stuff. It’s up to you to look after yourself and make sure you’re fulfilled. If you’re not getting something from your day job, look beyond your desk.