How would you describe what you do?
I have a role that allows me to do a variety of projects and use a range of skills – but I would say that the majority of what I do is crafting creative partnership ideas for various brands. My job is to come up with concepts that answer their creative briefs and tie the partnering brands together.

This involves brainstorming with other creatives and strategists, as well as pitching ideas internally to the wider team and externally to the client. Concept ideation, script writing and directing are the three big must-have skills, most of which I got to learn on the job. With the range of projects that I get to work on, I can also bring in my technical skills such as motion design, logo design and editing when needed. All of this typically requires me to work at a fast pace, as the turnaround time is quite quick.

What are the main influences and inspirations behind your work?
I like to go out and get inspired by what’s around me. I make an effort to try and do new things regularly so that my field of inspiration broadens each year – even if it’s just small things, like changing the route I take home from work. As I aim to craft captivating narratives in my work, I also look at how others around me are expressing their creative visions and take opportunities to tap into or reframe things in a different perspective.

Would you say you need any specific training for what you do?
I would say that having a grasp of Adobe Photoshop and knowing how to edit videos are good technical skills to have if you want to bring a concept to life.

Doing passion projects and writing your own creative responses to fake briefs are also really good ways to gain experience and confidence, as I believe that learning-through-doing is best for creative growth.

Lastly, a willingness to learn and collaborate is key – and that’s a skill you need for life, not just for work. Working with others gives you the opportunity to learn new ways of thinking and approaching hurdles.

What’s been your favourite project to work on from the past year, and why?
My favourite project would have to be working on Pepsi’s sponsorship campaign for ITV’s new show, Big Zuu’s 12 Dishes in 12 Hours. The reason being that, during the Covid-19 lockdown, I wrote down a list of brands I wanted to work with one day – and I managed to make it happen as Pepsi was on the list.

I’ve written Big Zuu into many of my past ideas, so getting to write, direct and work with him was such a great experience. The collaboration between my team and Pepsi’s team was also really seamless, and it was such a pleasure working with everyone on this fun piece of creative work.

What was your journey like when you were first starting out?
My path after finishing university was nowhere near straight or narrow: it took me almost four years before I got my full-time role as a creative in the advertising industry. I’d applied for more jobs then I can remember, redoing my CV and cover letters as well as going for numerous interviews. I then came across a youth-based creative agency called Livity which allowed me to use its space to work, and networking there led me to a freelance gig as well as a week of work experience at BBH London.

It wasn’t until lockdown that I started upskilling through a range of online courses, doing freelance work and starting personal projects. All that helped me regain my love for my craft, rebuild my confidence and appreciate my value.

How did you land your first few jobs, clients, or commissions?
I started out by designing CVs for uni graduates and I used Snapchat at the time to market myself. It worked to get my name out there to both friends and mutual friends who were graduating too.

While job-searching, I also began doing hospitality work with an agency to make sure I had an income, but I made sure to use my free time to freelance on small projects with whoever I could to get experience. I got those clients through reaching out to store owners on my local high street, as well as friends who told their peers if the opportunity arose.

What would you say has been your biggest challenge along the way?
Getting that first entry-level job was the hardest thing for me. Being motivated to get stuck in and yet not getting the chance to was very demoralising as it challenged my sense of self-worth.

The funny thing is that when I did get my job at ITV, I felt a sense of imposter syndrome due to having been rejected so many times before. Fortunately, I’ve been able to overcome this with good friends and colleagues, as they’ve helped me understand that I am here for a reason.

How important are social media and self-promotion to your work?
Using social media is a really effective way of getting comfortable with having your name out there. It requires an element of vulnerability, but it can help you grow so much. I’ve even been able to get new clients through it because they found me from Instagram and LinkedIn.

What are three things that you’ve found useful to your work or career, and why?
Doing passion projects is definitely something that has helped me out. That’s where a lot of learning takes place, as you can try new things out and apply your skills to projects you want to work on.

The second thing is not being afraid to explore my interest in different creative areas. When I got to a good point in graphic design, I wanted to complement it with motion graphics, so I learnt motion design through an online course. I then wanted to find out how to use a DSLR camera and edit photos correctly, so I picked up photography after that. The curiosity of the craft is what has kept me going.

The last thing would be tuning into The Futur. They teach creatives how to operate a successful creative business and there are so many helpful videos on their YouTube channel, as well as online courses on their website. Their teachings have been incredibly valuable for me: I’ve learnt how to charge more for my work and have grown in confidence when dealing with clients.

Have there been any courses, programmes, initiatives or access schemes you’ve found helpful or would recommend to get into your sector?
Creative spaces like Livity are really helpful as you get to use it as a workspace while being around other creatives.

I would also recommend A New Direction, a non-profit organisation which was great at setting me up in one of their advertising programmes for three weeks. During the programme, I visited advertising agencies like Wieden+Kennedy, FCB Inferno and MediaCom, as well as getting to work on a creative brief and present back my response. That allowed me to gain a good foundational knowledge about the advertising industry and the various roles within it.

I’ve also grown my skill set through online courses on LinkedIn Learning, Udemy and Skillshare, so I would definitely recommend that creatives take advantage of these platforms in their spare time.

What have been your greatest learnings with making money and supporting yourself as a creative?
Get a 50% deposit upfront before starting a project; a contract to go with that will help a lot too. It sets the foundation of your working agreement from the outset and protects you against common issues like scope creep (the growth or deviation of a project’s scope after it begins), doing endless revisions and not getting paid on time.

Also, set boundaries. There will be clients who think they can call whenever they feel like it, and that is not what you should allow. Treat yourself like a business.

Finally, don’t be afraid to walk away from work if you don’t believe you’re the right fit for the job – or if the client is not the right fit for you! You shouldn't position yourself as a cheap one-stop shop, as the right job and client will eventually arrive.

What’s the best career-related advice you’ve ever received?
Say no to the project that doesn’t fit you, as that makes space for the right projects to come your way.

What advice would you give to someone looking to get into a similar role?
You’re not going to be a pro when you first start out, so get your bad reps in early. Do passion projects that are relevant to the fields that interest you, build up experience by working with clients and interning at agencies, and do relevant courses to strengthen your skill set. Also, make sure to build your network. Some of the best opportunities are not on job boards, so make sure to network – not just upwards with senior creatives, but across with your peers too.