Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
Will Edwards: creative lead Uniongroup and part of the Galore Creative Community
How did you fall into the industry? Was it deliberate or a misstep?
I fell into the wonderful world of advertising feet first. Growing up in the UK, it was the norm to switch on the telly and see an award-winning Levis ad or an equally funny Carling Black Label piss-take. Being exposed to that standard of advertising inspired me to give it a go and graduate AWARD school.
What’s your secret sauce for commercial creativity?
Smokey BBQ? Seriously though, when you get into advertising you start off thinking it’s just about your creative brilliance. But you quickly realise that collaboration not competition is everything, especially if get to be part of a great team. So, if I was to have a ‘secret sauce’, collaborating with good people would be it.
What’s the biggest hurdle now for creatives?
We’re all quick to point the finger at AI. It’s getting pretty good at creative stuff. But a lot of what it does is still feeling derivative. I think most folks don’t realise that when they type in a prompt and out pops a work of art, that they’re borrowing from human genius. It’ll get better and more original no doubt. If anything, AI is forcing us to lift our game.
Do you wear the black t-shirt uniform or are you a nonconformist?
Yep, black MUJI or Uniqlo t-shirt. And jeans. I have been known to go crazy and wear a white t-shirt in summer. I often spill coffee on myself, so black t-shirts are great at hiding that.
Can commercial creativity only take place in a room full of people in black T-shirts?
Not sure clothing has much to do with it. I think commercial creativity happens best when you can wear your heart on their sleeve – see what I did there? I’ve worked in places where there’s an atmosphere of angst around saying something that might offend a more senior person or a client. Good creativity needs a good dose of honesty.
What was the latest campaign that you worked on that you really enjoyed?
Bankwest’s Genuinely Useful campaign talking up their digital app and website features. And I am also working with Galore on a charity that’s doing some great things in South Africa. We’re in the process of overhauling the brand with the aim of shooting a ton of content. When it’s done, I’ll be sure to brag about it on LinkedIn.
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