Page 8 - Adnews magazine Sep-Oct 2022

Behind the Cover
The creative contingent of adland is the beating heart of the industry. AdNews, with a mission to create high impact and inspiring covers, hand picks an agency to work magic. This time it’s Archibald Williams.
A sheep in wolf’s clothing
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UNG ADS • AIRLINE COMMERCIALS • ANDREW FYFE CARTOON
THE BUSH • ANATHEA RUYS • HULSBOSCH AT 40
Thoughts on the brief?
Imposter Syndrome, when we first heard the brief it immediately got our creative juices flowing. It is something that at one time we’ve all felt... whether it is after a pro- motion or even just walking into a meeting that you don’t quite feel like you deserve to be in.
Sure, you project one thing but inside, you feel something com- pletely different.
It was this feeling that sparked the concept
How did you know you landed on the best concept? Like any brief you start wide, you cull, and you start again. In this entire process, there was one idea that kept bubbling to the top and we’d get excited by something and then compare it to this one and this one always came up trumps.
The idea of flipping the saying to be ‘A sheep in wolf’s clothing’ felt like it really encapsulated the feeling we mention above.
Who from the team was largely involved?
This was an all agency effort. We started with an anonymous survey
to get under the skin of the problem. Who had experienced Imposter Syndrome, how did/does it make you feel, how do you combat it?
It was really revealing to know that at some point in our careers, we’d all felt it to some degree.
Biggest challenges with the whole process? What were the biggest hurdles to making this a reality?
Making the concept a reality was the biggest challenge. As talented as our design and craft depart- ment is, we quickly realised that to do the idea justice, we’d need to engage some outside help.
The question then became sty- listic; do we go with Photography or illustration? Is it hyperrealistic or anthropomorphic?
After weighing up every option we decided to go for maximum impact and chose hyper realistic illustration.
We love the visual impact this style will have on coffee tables in agencies lobbies and foyers.
Tell us about the shoot/ production. Who shot this and how did it come together?
Cover.indd 1
Imposter Syndrome
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September - October 2022
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Credits
ECD & Creative Partner: Brendan Willenberg
Senior Art Director: Chris d’Arbon
Senior Copywriter: Ross Cockrill
Illustrator: Matt Ryan Tobin
Senior Account Manager: Natasha Polczynski
The cover was illustrated by Matt Ryan Tobin. We’d always admired his work and once we’d landed on the concept, we knew he was the person for the job. After some pre- liminary sketches and playing around with different crops and angles, we settled on this one.
We love the drama of it.
Best bit about the process?
When we first started working with our illustrator, Matt, we’d get sketch updates from him in in the wee hours of the morning so we initially we thought he so obsessed with his representation of Imposter Syndrome that he couldn’t sleep a wink.
It actually turned out he was in Canada and we didn’t know.
www.adnews.com.au | September - October 2022 8
A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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