Page 42 - AdNews Sep-Oct 2021

Meet the Team
BETH O’BRIEN•CREATIVE DIRECTOR
What does a typical day look like for you?
Basically, the plot line to Jurassic Park. Dinosaurs are magically reborn — humans celebrate. Dinosaur Park implodes
— humans freak out. Ecological balance is restored — roll credits.
What’s the most challenging part of your role?
I’m gay and dyslexic. Both of those things can be tricky in a work environment because when you’re
different, you know it — a lot. But those things help me, too. For instance, I know how important it
is to create culturally safe spaces
for people to share their lived experience. In my opinion, when you do that, the world’s best ideas follow.
What do you love about the
NZ creative landscape?
The unwavering desire to
make something spectacular, no matter the budget, no matter the mountain.
THOMAS DARLOW•CREATIVE DIRECTOR
Is there a misconception people have about creative directors? That we actually direct creative. Our amazing teams drive the work. We just help shepherd it through the building.
How would you describe the
NZ creative landscape?
The final frontier. As every creative industry becomes more corporate, NZ is the final place where achieving
the impossible is a daily occurrence. We’re crafty and resourceful, and we really care. That’s a beautiful recipe for amazing creative work.
How does the NZ creative landscape compare to New York? It’s a paradise. Smaller budgets force us to be smarter; to put ideas into our work instead of celebrities. And fewer layers of signoff mean those ideas actually stay intact.
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