I'd love to be a Chef. Actually that isn't true I would love to own a restaurant, sit in the corner drinking the wine and eating the food that the real Chef makes.

question Please give us a brief bio of yourself.

I desperately wanted to play for Spurs, but couldn't and then really wanted to be a journalist but that didn't work out either.

So, despite not knowing what the letters H.T.M.L meant, I got a place on the excellent Electronic Publishing course at City University in London. Via a work placement I got a job as junior producer at Pres.co- now part of LBI- and my journey as a Producer started.

Having started at a pure digital shop, I moved steadily towards more ideas driven agencies and now find myself as Head of Digital Production at The Brooklyn Brothers London.

question What do you do for inspiration?

I'm lucky enough to work with some pretty inspiring creative people, both here at BB and with our production partners.

Part of my role is to find and get to know the best digital production talent, meaning I can match the right production partners to the creative brief we get from our clients. That means spending a lot of time on FWA, Creativity, Digital Buzz Blog etc. and spotting the most interesting people for us to collaborate with.

I am also constantly inspired by technology and what people do with it and try and find a why for that to filter into the work we do here at The Brooklyn Brothers

question What do you regard as being your biggest achievement?

Being Henry- SOTM winning site for Range Rover- has so far been the most challenging but most creatively rewarding project I've worked on. We shot 30 minutes of Hollywood grade footage, had some beautiful post and sound done and then worked with our digital partners Less Rain to create a simple but engaging interface.

It was EXHAUSTING but very well worth it, in terms of what I and we at BB learned, the success it had for the client and of course the creative plaudits it has won.

question How do you relax or unwind?

I am lucky enough to live about a minute from the beach, in strange but lovely place called West Mersea which is on the East Coast of the UK. It is pretty easy to leave the world behind with a walk by the sea.

I have 2 kids though, so relaxing is a word I've long since forgotten

question If you weren't working on the internet what would you be doing?

I'd love to be a Chef. Actually that isn't true I would love to own a restaurant, sit in the corner drinking the wine and eating the food that the real Chef makes.

question What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

Being a Producer of any type, means the buck stops with you. The hardest part of the job, and one that only gets easier with experience, is keeping calm and focused when you are really up against it and making sure the rest of your team understand exactly what they need to do.

Being a producer is a bit like being a parent really. No matter what your colleagues do or how old they are, everyone wants to be told that everything is going to be OK.

question What's the longest you've ever stayed up working on a project?

48 hours on a huge financial services web build for the UK government. Our Tech Architect found a theoretical bug that he couldn't replicate, but that didn't stop him from keeping the team awake for 48 hours testing the hell of out of the site before it went live.

question If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

The first site I worked on- for the UK magazine TV Times- really shaped my career. I was just out of University and had never worked before. I got thrown into the deep end and spent 3 months helping manage a budget of £1M and a team of 20 to deliver the site. I even ended up coding the FAQs section.
I learned how to manage my time, keep the rest of the team busy and focused, how to manage clients in a pressured environment and how to drink 5 pints a night and get up at 7 the next morning.

question Are there any websites that have shone through as being pioneering in the last 5 years or so?

I have 1000s of bookmarks so that is a really tough question. I would have to cheat and say that lots of the work that Hi-Res, Poke, Unit 9, B-Reel, FI and AKQA have produced over the last 5 years has made me stop and wish I had done it.

question Has winning FWA awards helped you in any way?

Like any human being I enjoy the things I do being recognised by my peers. Winning FWAs has given me confidence in myself both as someone who can help deliver great work and as someone who can help shape the creative idea in the first place.

question What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?

Slight bias here but I think the work The Brooklyn Brothers did on Inspired by Iceland- there is a case study on the right ;)- was a great use of social. After the ash cloud, visits to Iceland where down by 30% and we were asked to turn that around. We used social media at the heart of the campaign which at its highlight stopped the country and asked them to tell us what they loved about their country.

question The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

I think is really depends on the brief you have in front of you. The holy grail of any creative agency must now be to do a digitally led, integrated piece of work that might also include an App, AR and or a digital installation. However doing that for all of your clients on every brief, just isn't possible. The key is to pick the right medium for the brief and the audience and then make sure you use that in the most effective and innovative way you can.

question Do you think Flash is here to stay?

Yes. It is understandable that people are getting very excited by the possibilities of HTML5 and WEBGL and undeniable that some amazing work is coming out of the experimentation that people like B-Reel, FI, Hello Enjoy, Google Labs and Roxik- to name but a few- are doing.

However interactive film has provided some of the highlights of the year from a creative point of view and wouldn't have been possible without Flash. So I think it is about choosing the right tool for the creative solution that you need to deliver rather than slavishly following the next tech fashion. After all tech fashion gave us QR codes.

question If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

Spend time every day reading blogs by people in the industry, browse sites like FWA for inspiration, follow inspiring people on Twitter and take every opportunity to get inside the industry with placements and internships. Passion and perseverance will get you as far as talent.

question How do you keep up with the latest capabilities of Flash or do you rely on other members of you team to do this?

We partner with the production companies here at The Brooklyn Brothers so I can pick up the phone and ask amazing Flash people those types of questions.

question What would be your ultimate vehicle to travel in?
Alfa Romeo 8C

question What country excites you the most in terms of innovation?

It is tempting and utterly expected to say Sweden and it is hard to argue against the incredible quality of thinking and production that it produces. However I think the ad agencies I most respect- Crispin and Porter, Goodby, Droga 5- are all based in the US, so I think at the moment that would get my vote

question There must be a project that you have always dreamed of doing, what is it?

I would love to some sort of AR/data/storytelling piece. I love all of the useful and just insane things that people have done with Google Maps and data, but I would love to bring that into the real world. So for instance give local communities the chance to see historical data, video and images of what their area looked like in the past overlaid on the place they are currently standing in. There are lots of those types of projects out there, but I would like to do the definitive one.

question What is the most expensive thing you have bought in the last week?

Its just before Xmas, so that would have to be the WII I bought for my daughter.

question It has been a privilege, thanks very much

Thank you very much, I assume the 8C is on its way?


Thanks to @nicktual at @nationstudio
Thanks to @nicktual at @nationstudio

Range Rover- Being Henry Trailer

Range Rover- Being Henry
Range Rover- Being Henry

Inspired by Iceland

BBC Earth- Life Is
BBC Earth- Life Is

Range Rover- Pulse of the City
Range Rover- Pulse of the City

BBC Earth- One Life
BBC Earth- One Life

The Beach
The Beach

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