Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
DDB Melbourne creative director Rebecca Morriss:
How did you fall into the industry? Was it deliberate or a misstep?
From a young age, I was passionate about creativity. At school, I loved art and visual communication, however my journey into the advertising world began when I did work experience at Leo Burnett. The bustling atmosphere, the innovative ideas, and the dynamic team had me hooked – I instantly fell in love and knew being a creative was the career I wanted to pursue.
What’s your secret sauce for commercial creativity?
My formula for commercial creativity revolves around cultivating a sense of playfulness. A creative mind thrives in an environment of tranquility and exploration, where one can meander through their thoughts and ideas without feeling rushed or overwhelmed.
What’s the biggest hurdle now for creatives?
The most significant challenge for creatives today is navigating the rapidly evolving media landscape while maintaining a balance between innovation and authenticity. With numerous platforms vying for attention, it's crucial to stay ahead of the curve and create things that truly resonate with audiences.
Do you wear the black t-shirt uniform or are you a nonconformist?
When it comes to the black t-shirt uniform, I'm more of a 30/70 kind of girl. As a Melbourne native, black is an inevitable part of my wardrobe, but I often opt for vibrant colours as well. While some lean towards the uniform to avoid decision fatigue, I see fashion as an opportunity for self-expression and playfulness in the everyday which also feeds creativity.
Can commercial creativity only take place in a room full of people in black T-shirts?
Can commercial creativity only take place in a room full of people in black T-shirts? Absolutely not! In fact, commercial creativity thrives beyond the confines of a traditional advertising agency. As creative minds, we continuously draw inspiration from the world around us, whether it's shower thoughts, midnight epiphanies, or simply observing our surroundings.
What was the latest campaign that you worked on that you really enjoyed?
A recent-ish campaign I really enjoyed making was Taycan Arcade for Porsche Australia.
The new all-electric Taycan has incredible straight-line speed. But typically, straight-line speed tests are boring. So to launch the Taycan I created a world-first activation that brought two classics into a new era with a straight-line demonstration like no other. A real world game of Atari’s PONG, featuring two Taycans and an A.I. controlled, geofenced, high-speed racing drone. Taycan Arcade was one of those ideas that was incredible to see come to life, and collaborating with Atari during their 50th anniversary was the icing on a very fast cake.
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