A couple of weeks ago, around the time of his birthday, Matt Smith shared an image of himself on Facebook. At first, I thought it was a birthday present from one creative (Adrian Cook, photographer) to another (Smith, creative partner at WeCouldDoThat, creative founder of The Hairy Banana and artist). It was such a striking image.
Turns out, it was nothing like that. It was a light test. A serendipitous product of inspiration, creative freedom and a bit of genius from two creative talents.
So I interviewed Matt and Adrian about all of the above.
[by Candide McDonald, editor]
This interview, about making advertising creative and making it in advertising creativity, is also a celebration of what happens when those wonderful unplanned, unapproved, seize the moment opportunities in advertising creativity are allowed to live:
https://youtu.be/GzmENrPt9Oc
[Video by Matt Reed of Captured]
Smith and Rocky Ranallo (WeCouldDoThat) have been most recently reimagining Sydney Brewery:
As you can see, we shot the film at Smith and Cook’s studio in Leichhardt, a rambling old (‘60s probably) retail and office building that they’ve divvied up, each designing his/her (there’s a third creative) own cluster of rooms as a place where they can be most creative. I had the next edition of The Stable’s Chats on my mind at the time, so I asked them to talk about what they need to do that. And I included their answer in the Chat:
https://www.thestable.com.au/the-stables-chats-how-would-you-put-creativity-back-on-top/
In Cook’s collection called Tinkering About, you’ll find these:
And in Matt’s, you’ll find these:
