Creative Insights: Half Dome's Olivia Fleming on fostering a culture of relentless curiosity

How did you fall into the industry? Was it deliberate or a misstep?

It was a misstep with a touch of “mum knows best”. Although I loved everything creative growing up, my favourite subjects at school were biology, chemistry and maths. It wasn’t until my mother suggested I try an elective design subject that I found my passion. I did visual communication and design in Year 11 and aced it. But even then, I continued down the science road and did a Bachelor in Biochemistry and Molecular Biology. It took another two years, a large HECS debt and a Masters in Finance to realise that nothing could shake the design bug I’d picked up as a 16 year old.

What’s your secret sauce for commercial creativity?

I would say that at Half Dome, our secret for creativity is deeply rooted in our shared values of 'Constantly Curious' and 'Blow Things Up'. By fostering a culture of relentless curiosity and a willingness to challenge conventions, we push the boundaries of innovation, ensuring our campaigns captivate audiences and leave a lasting impact.

What’s the biggest hurdle now for creatives?

The age-old answer for most creative’s major hurdle must be time. There’s never enough and you always wish you had another day. BUT in the interest of originality, I’d say the biggest hurdle for us right now is navigating the ever-evolving landscape of digital platforms and algorithms while maintaining the integrity of our work.

Do you wear the black t-shirt uniform or are you a nonconformist?

I am a 50-50 split. Depending on the weather, what meetings I have on, or how I feel on the day, you will find me in the head-to-toe black uniform (particularly when I’m feeling lazy in the morning) or alternatively completely the opposite, in full colour/pattern.

Can commercial creativity only take place in a room full of people in black T-shirts?

Definitely not. I think creativity comes most successfully from a diverse environment full of individuals where collaboration and innovation are the drivers.

What was the latest campaign that you worked on that you really enjoyed?

We’ve just finished up with one of our retail client’s Easter campaigns which was a mammoth effort. With a vast output of assets spanning digital platforms and OOH advertising, it was a thrilling challenge to bring the campaign vision to life in such a successful way. Witnessing the tangible results of our hard work out in the real world always brings me much enjoyment, particularly trying to snap a picture of a billboard with a split-second notice while on the freeway… as a passenger of course.