Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
Wez Hawes: executive creative director at Innocean
How did you fall into the industry? Was it deliberate or a misstep?
Like every other creative, I was good at drawing, read lots of comics, and have what has recently been diagnosed as ADHD. There was only one path I was following. In the UK it’s also much easier to follow a broader creative course straight out of school and then specialise later, so you’re career ready, know what you want to do, and already have good industry links by the time you graduate. As far as I know, this hasn’t been replicated in Australia. I would love the Ad Council to partner with an institution to help create a full-time AWARD style course for students straight out of school. If they ever do, I’m here to help.
What’s your secret sauce for commercial creativity?
Read, watch, listen, experience it, just absorb everything. I’m a firm believer of what goes in, comes out.
What’s the biggest hurdle now for creatives?
Time. Love. Fun. Play. Craft.
A lack of all the above. I’m trying to make Innocean a place where creatives can enjoy the creative processes again. It’s kind of old school, but without all the smoking and casual sexism.
Do you wear the black t-shirt uniform or are you a nonconformist?
The other day I rocked up to our agency running club with a running armband for my phone and was viciously mocked the whole 10.12kms at 4:45min pace. Since that humbling experience I’m making a conscious effort to mix things up and stay relevant by occasionally wearing midnight dark navy tees.
Can commercial creativity only take place in a room full of people in black T-shirts?
Okay, what’s with all the hating on black tees? There’s nothing wrong with pairing a black tee with some dark slacks, then adding a pop of colour with the sneakers, shoes, a motif, or even a watch strap. Who have you been talking to? How do you know I wear dark muted tones and only approve profile pics with this aesthetic?
What was the last campaign you worked on that you really enjoyed?
We have a new campaign for a Fintech brand that launched on September 4. It was so much fun creating bespoke executions for various CFOs in Sydney. Having our finance team in creative reviews so we could better understand the audience was a blast. Seeing their faces as they slowly realise that this is what we do all day, made me realise we should never take this industry and what we do for granted.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.