Page 8 - AdNews Sep-Oct 2021

Behind the Cover
The creative contingent of adland is the beating heart of the industry. To fully embrace this, and with a mission to create inspiring covers, each month AdNews picks an agency to work its magic.
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THE CALM
INSIDE THE STORM
Aotearoa New Zealand, a haven for creative industries during the pandemic, is among those leading the world in the recovery of the advertising industry.
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September/October 2021
For the September-October edi- tion of AdNews, we called on Special New Zealand. We talk to Lisa Fedyszyn, ECD.
What were your initial thoughts on the brief at hand? What a great opportunity to be part of telling the New Zealand creative industry story. Then... don’t stuff it up.
Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? Considering I’m answering this from home in lockdown, even though at the time of briefing we were a COVID-19-free country and working in the office, we were mindful that we had to approach the brief with caution and be respectful in our execution.
How did you know you’d landed on the best concept? The idea had to tick certain boxes and obviously to get across everything we wanted to say in one image — that New Zealand creative industries are getting on with it.
The chosen idea just seemed like a simple concept to grasp, and proof we are in fact getting on with it, as the image in the globe is a Tourism New Zealand film, shot here in Aotearoa in collaboration with Special Australia.
Who from the team was largely involved and what were their roles?
Senior copywriter Tom Johnson,
Credits
Lisa Fedyszyn, ECD, Special New Zealand Jonathan McMahon, ECD
Senior Copywriter, Tom Johnson
Art Director, Kimberley Scott
Head of Production, Sally Lankshear Gavin Le Claire, Head of Studio
Jules Pakenham, Head of Operations Pieter Owen at Cream Electric Art
and art director Kimberley Scott. They are both brilliant and vis- ually minded, and they were all over it from start to finish.
Our head of production, Sally Lankshear, connected us with the best partners for this job.
Gavin Le Claire, head of studio for the endless tiny, tiny tweaks, and Jules Pakenham, head of operations, for letting those end- less tiny, tiny tweaks take place.
What were the biggest hurdles to making this
a reality? Any challenges?
A little thing called the Delta strain seeping into our commu- nity and forcing the whole coun- try into lockdown the day before we were due to dispatch this job. But we all have working from home sorted so the job contin- ued without a hitch... but there may have been a few last-minute copy tweaks.
Tell us about the actual creation techniques. How did it come together?
It came together with a lot of retouch- ing (COVID-19 flakes and storm, and everything else that makes it look good) from Pieter Owen at Cream Electric Art. As mentioned, the strik- ing Kiwi imagery inside the “bubble/ globe” was from Special Australia’s recent Tourism New Zealand cam- paign “Stop Dreaming and Go”, which was shot here in New Zealand.
Tom and Sally were both involved in this shoot so I guess they also got to put the collabora- tive work they were part of inside their work on the cover of AdNews.
Best bit about the process?
As I answer this, it has yet to hap- pen. All creatives know you can only get excited once your work is out in the world. But if you are reading this, I guess it has. Insert party popper emoji here!
WORDS BY
PAIGE MURPHY
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