Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
Havas Host associate creative director Pete Sherrah:
How did you fall into the industry? Was it deliberate or a misstep?
I actually always wanted to work for Pixar as an animator. I grew up getting lost in their storytelling but also the pixel-obsessed craft of creating something so perfect out of nothing. So I started my career as a designer. After years on the tools, I realised the storytelling was missing. The idea part. So I made my way into art direction when I was living in Toronto. The move was intentional and made a lot easier with my confidence in coming from the practical and theoretical side of design, so I was able to make whatever I could dream up. Still haven’t given up on Pixar.
What’s your secret sauce for commercial creativity?
Commercial creativity inherently has more boundaries than pure, unbridled creativity, or let’s just call it art. For me it’s been learning and embracing those boundaries as opportunities to rethink what is ultimately going to demand attention. Commercial creativity has competition. Art doesn’t. My secret sauce is actually embracing that competition while balancing it with my own creativity outside of work. I’ve recently launched a new non-alc beer brand which is the yin to my agency yang. Feeding your creativity by any means necessary is ironically the most important motivator to stay hungry.
What’s the biggest hurdle now for creatives?
Time. The cost of time continues to rise which naturally means less of it is invested in. Media and content consumption also continues to trend to shorter and shorter attention spans, so creatives now have less time to make an impact in less time. Sometimes it’s a great challenge and produces the best advertising. But where does the curve end?
Do you wear the black t-shirt uniform or are you a nonconformist?
I am a staunch nonconformist. And also a parent to two small children, so I wear whatever is clean. Advertising can be powerful, but my brother is a heart surgeon which always keeps me grounded. A lot of creatives these days seem to have a microphone and a stage and carry on like thought-leaders of the 21st century. I just like making ideas.
Can commercial creativity only take place in a room full of people in black T-shirts?
If anything, I see the black t-shirt brigade as guardians of tradition. I firmly believe our industry is proudly shifting away from that and commercial creativity is now more inclusive, accessible and measurable than ever. When you really think about it, AI is more than capable of powering commercial creativity without needing anyone at all. Which means any human is now able to add value to ideas that demand attention (and drive sales) for brands.
What was the latest campaign that you worked on that you really enjoyed?
We recently shot a new brand campaign for Stockland on the Sunshine Coast to introduce their new master-planned community platform 'Home, grown'. It was a major piece of work and a real testament to the strength of our relationship and trust of our clients. To allow every Aussie to imagine the life they want to grow into, we decided to show nobody. No talent. Just blank canvases brought to life through vibrant soundscapes and stellar direction thanks to Dylan Pharazyn at Good Oil. The result was a moving piece of film that deserves its own 90 minute gallery loop edition.
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