I try to have other creative outlets outside of work other than advertising. I’ve taken sketch-writing classes. I did improv comedy for several years.
My name is Scott Drey. I’m an ACD/Art Director at Draftfcb San Francisco. I work on Electronic Arts.
A few things people might not know about me:
• I graduated from the University of Iowa with a degree in Graphic Design.
• I went to a really small portfolio school that was taught at Leo Burnett, Chicago.
• This is the first ad I presented in that class.
Please list 3 of your favourite sites.
What do you regard as being your biggest achievement?
I have 3 kids. They are my biggest achievement. They are truly the most interesting 3 people I have ever met except for my wife.
How many hours do you work each week?
A lot. But I will say this about the hours I work. Even though I may put in a 70-hour workweek, I still need to work smart. Balance is so important to staying creative and not getting burnt out.
If you weren't working on the internet what would you be doing?
I would probably draw. I would love it if I could show up to a job everyday and my employer would say, “ Those are some great drawings, Mr. Drey, here’s a large bag of money. Keep up the good work.”
What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?
Favorite part: Sitting in a room with someone and thinking up ideas.
Hardest part: Convincing someone to try something outside their comfort zone.
I used to do a lot of improv in Chicago, so if I’m stuck I start pacing back and forth and throw out a few improv warm-up exercises to my partner. Then I walk through an invisible door.
If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?
I started my ad career at Leo Burnett in Chicago. It was back when most companies would put their TV commercials online and call it an interactive experience. I worked with the folks that created the “Army of One” campaign, one of the first webisode series ever, where they followed a handful of recruits through basic training. I remember seeing a flash banner ad with a Chinook Helicopter flying in it. They used a mouse tracer so you could move the helicopter back and forth. That blew my mind at the time. I learned the most about design and creating compelling sites working with that group of talented people.
What software could you not live without?
Photoshop. Oh…and Stickies on Mac OS
Who is your target audience?
This question is tricky because I work in advertising. I hear the word target and think of the client’s target.
If the question is who is “my personal” target audience, it’s anyone who laughs at my jokes, likes my drawings and hated the movie “Armageddon.”
Has winning FWA awards helped you in any way?
Yes. Back when I won the first time, we had a huge boost in traffic. Loads of industry people wrote about our site because of the FWA. It is definitely an incredible honor for me personally and professionally.
What did your very first site look like? Is it still online?
This is a site I did back in the 90’s for an html development class. I did improv comedy back then and the site was a movie review site for comedic films. It is amazingly horrible. Here’s a link to the home page. The links are dead but please enjoy the animated gif clown.
Have you written any books, if not do you plan to?
I love to draw and my 7-year old has an incredible imagination. He created a comic book called Iron Batman. Maybe we can get a few of these published some day.
Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?
I try to have other creative outlets outside of work other than advertising. I’ve taken sketch-writing classes. I did improv comedy for several years. I like to draw, paint and make Halloween costumes from things I “borrow” from my agency's print studio.
Of all the websites you/your company have produced, which one are you most proud of?
I produced a site back in 2008 called letyourworriesgo.com. We worked with some amazing folks at Firstborn. I loved this site because people took some of their most common worries and launched them into cyber space. By launching a worry you also became part of a large charitable donation sponsored by Northwestern Mutual.
More recently we created a site for the launch of SimCity called letsallbemayor.com. This was great because I had never worked on a live online event. It was also great because it was global. So global that 1 guy from Antarctica participated.
If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?
I teach at Miami Ad School in San Francisco and I always tell my students this industry is about having the right combination of talent, hard work and really good timing… oh and not being a douche.
What would be your ultimate vehicle to travel in?
How do you keep your finger on the pulse of the latest web trends?
I usually look to people I respect in the industry and see what they are talking/tweeting about. I’m also surrounded by really great creatives who are always sharing links to amazing work online.
There must be a project that you have always dreamed of doing, what is it?
I always said someday I would love to create a commercial with Mothra in it, but that hasn’t happened yet.
What does the future hold for your company, or you as a person?
I really think it is an amazing time for our industry. People expect advertising to be more entertaining, interactive and useful. I saw a billboard the other day that takes humidity from the air and turns it into drinking water. That’s the kind of advertising I want to create in the future, not the annoying, yelly kind.
What is the most expensive thing you have bought in the last week?
A Teen Wolf hoodie.
Any parting shots or pearls of wisdom?
It’s easy to knock something down. It’s hard to build something up and make it great.
It has been a privilege, thanks very much
I’m honored to be in such good company. Thanks.