What has been the most exciting project of the last twelve months?
Our first brief at Creature was to tell the world that Carling were sponsoring Premier League football again. You couldn’t have picked a better brief. We came up with a bunch of stupid ideas, then had the stupidest one of all: why don’t we just make a TV show to put them all in? And then we got to see a lot of them come to life on Sky Sports 1 live on Friday nights. This was a pretty massive project, so we worked with the animators and designers at Art&Graft to create titles for the show, HSE Cake to handle the relationship with Sky Sports, and the Sky Sports and Soccer AM team to work out what actually looked good on TV and then how best to make it happen.
What skills are essential to your job?
Beyond the usual grasp of what makes a good ad – how to say something in 4 words or 400, coming up with a new twist on well-trodden ground or an interesting visual style – the main skill we’ve found to be useful is not being a dick. If you’re not a dick, people tend to like you and you work better together. Anything for an easier life, right?
Would you say your work allows for a good life-work balance?
Like working hours, it varies. The best bits are when they cross over – the Friday night we got to spend in a pub in Manchester making a live TV show wasn’t bad. The bad bits probably happen in most creative industries - the odd late night or weekend when plans have to go out of the window. But we’ve got a pretty good life-work balance at Creature, and everyone in the building works hard to make sure we stick to it.
Stress levels are usually fair to middling. I (Steve) probably get stressed easier. If I (Josh) do get stressed, things must be pretty bad. It’s your standard good cop/bad cop stress management system, but it works.