Sim Sidhu and Katy David

Meet art director Sim Sidhu and copywriter Katy David, the creative advertising duo who find inspiration in unexpected places. Having met on BBH’s Barn program, the pair clicked instantly: Sim, a designer and hoarder of everything from wine labels to scissors, and Katy, a former historian and lifelong writer. From drawing inspiration from The Simpsons to creating the first ever fireproof sari for Diwali, their work is full of lighthearted personality. Here, they talk about the importance of keeping things simple, and why you should “always be having fun” as a creative.

What we do

How would you describe what you both do?
Long story short, we come up with ideas! We find creative solutions to business problems. This means finding ways to send messages to people that are digestible, entertaining and engaging.

You collaborate as a creative team – can you share how that works?
We came together as a team because our skills complemented each other. The start of briefs is always an exciting time to brainstorm ideas we’d love to create for a brand or ourselves. Sim’s background in architecture means she enjoys visual storytelling and problem-solving.

She’s always teaching herself new crafts and hoards everything from wine labels to scissors, pulling inspiration from unexpected places. Katy has been a writer from day one, using words to navigate problems, debates and dramatic group texts. Her history degree taught her to tell the same story in different ways, and advertising lets her experiment with unique tones of voice.

Sim and Katy hosting a garden party outside No. 10 for a brief to 'Get Famous' — grabbing headlines with seven national news articles and two TV spots!

How do you feel working together has shaped your individual growth as creatives?
We’ve worked hard to build a relationship where we can be candid and honest. Within our team, we constantly develop ideas, no matter the brief. Before the work goes anywhere, we have each other pushing us, knowing what we’re capable of.

We also benefit from learning through our different skill sets. You’d be surprised how much Katy has picked up just from watching Sim on Adobe! Or how Katy’s background in Account Management helped Sim adapt to agency life quickly. Most importantly, we have fun. We’re not afraid to be silly or share half-formed ideas, knowing they might lead somewhere. This keeps our creativity, enjoyment and energy high, no matter what.

The voice we constantly hear in the back of our heads is our late teacher, Tony Cullingham. He ran Watford Ad School and the Barn course at BBH. He was unimaginably generous with his time and just the right level of ruthless with his feedback. 

Sim and Katy with their Barn cohort

Would you say you need any specific training for what you do?
Our training at the Barn was invaluable, but you don’t need a placement to break into an agency’s creative department. All you need is a creative brain, a portfolio full of spec ideas, plus plenty of passion and energy to keep pushing through. Many wonderful creatives and creative directors generously offer their time to help with portfolios, so don’t be afraid to reach out!

What’s been your favourite project to work on from the past year, and why?
Our latest ad for Barnardos Ireland. We worked with the BBH Dublin team to make something effective for that market. The more we learned from the clients about what Barnardos do for children in Ireland, the more we were completely invested in making something impactful for them.

We got to work with some talented people whose passion for the cause shone through. Our creative leads in Dublin were guiding lights, and considering we only had a day and a half to shoot the ad, we’re so proud of how it turned out. Our director and sound team especially were fantastic; they were ambitious and bold in their approach, trying to push the work at every turn.

We also love working on personal projects, one being our Fire Safe Sari. For Diwali 2024, we created the first ever fireproof sari, made entirely from fire blankets and non-combustible materials. We made, shot and retouched the whole thing ourselves, crafting something light-hearted and celebratory that showcases layers of cultural meanings for the Asian community. It also raised awareness about very real fire risks.

What does a normal day-to-day usually look like for you?
We’ll usually have multiple briefs on the go at one time so our days are never boring! You’re often at different stages in projects. One hour, we might be in the concept stage, for another thinking and saying stupid things in a room to each other, and the next, we’re in a sound design session for a piece of radio for something else. We like to switch up between projects so that we never get too lethargic or drained on one piece of work. If we can find an uninterrupted hour or two to think up ideas, we’ll take it so we can really get stuck in.

How did BBH's The Barn course help you get where you are today?
We joined BBH through the Barn, a creative incubator course for new talent. You don’t need any prior experience to apply. On the course, we clicked instantly, building mutual respect for each other’s opinions and work ethic. While we each have our own specialities, it takes both of us to push the work to its best.

Without Barn, we wouldn’t be where we are today. Tony taught us everything we know. The Barn was a really great space to be vulnerable, where there were no wrong ideas. We were encouraged to make mistakes and not be precious, which only built our confidence and resilience in this industry. We didn’t really know what an idea was before the course, let alone how to make an ad. Now, we not only have the knowledge and skills to do the job, but a network of peers that continue to support us to this day.

How I got here

What was your journey like when you were first starting out?
It can definitely be overwhelming at first. There’s a lot of jargon that you will have to learn on the job. You find yourself thinking, ‘Can actually do this?’ or ‘Am I good enough?’

Luckily, we were surrounded by amazing people who made BBH a safe place to make mistakes. As long as we worked super hard, we were going to be just fine. As one of the youngest teams in the department, they were looking for us to bring a fresh level of excitement and energy – and we happily obliged. It may have felt like a steep learning curve, but in retrospect, it only made us stronger.

Sim and Katy

What has been your biggest challenge along the way?
They say comparison is the thief of joy. Sometimes, it’s been a brilliant motivator. On the Barn, we were surrounded by an incredibly talented cohort of people who kept us on our toes. Sure, they were our competition, but we also wanted to constantly impress them with new ideas.

After Barn, imposter syndrome is still one of our biggest challenges. It’s hard not to compare yourselves with people in your department or industry that have been doing their thing for ages. Still, we try to turn that feeling into action, working harder to get to their level.

How important are social media and self-promotion to your work?
We do think it’s important to get your names out there and build a good reputation. If part of our jobs is to cut through with comms, then perhaps we have to do that when it comes to ourselves. There are lots of budding creatives waiting in the wings and often standing out on social media can help you stand out when applying for jobs. It’s pretty cool to get a crit from a creative director only to find out they've already heard of you!

When our Candy Crush ads came out, we made sure to post on our socials. This really helped us connect with more talented producers, sound engineers, and 3D animators.

What are three things that you’ve found useful to your work or career, and why?
1. All the D&AD annuals! They’re an incredible archive of past work. We were always told to close the gap between the work you love and the work you create—that’s how you improve. We also pick up ideas from good design blogs, and Reddit is a wild place for insights.

2. Industry legends, like Rosie Arnold or Oli Beale. Admiring industry greats has helped us master our craft. It’s inspiring to have people to aspire to, with incredible work behind them. We’ve been lucky to chat with some about their best ads, the dedication is incredible.

3. Finding stuff you love. This is vital to creating work you enjoy and making it your own. The things you love often trickle into your work, whether it’s 80s comedies (a Katy favourite) or the weird and wonderful world of The Simpsons (a passion of Sim’s).

Have there been any courses, programmes, initiatives, access schemes or job boards you’ve found helpful?
We would absolutely recommend BBH’s Barn course to anyone looking for more formal training. If the entry questions do not deter you, then it might be the course for you!

Sim also did the BBC Creative U masterclass before Barn, which was a great introduction to the advertising industry. Hosted and taught by BBC Creative, its aim is to improve the diversity of talent entering the advertising industry.

We’d recommend The Advertising Concept Book or equally anything from Paul Arden, for someone who doesn’t want/can’t do formal training but would like to begin building their portfolio. It’s really comprehensive. 

Also, make sure to follow lots of agency social media accounts as they will often post about placement schemes, open days and even social events that are open to everyone.

What have been your greatest learnings with making money and supporting yourself as a creative?
Starting from the beginning is hard in any industry. Side hustles can help earn a bit of extra change and they also keep you feeling passionate and motivated. Katy had to take some supplementary work to help but with time it does get easier. If you love what you do, the money will follow; we firmly believe this.

We revert back to wise Tony Cullingham once again. He stressed to us, “follow the opportunity, not the money.”

Advice

What’s the best career-related advice you’ve ever received?
You should always be having fun. 

What advice would you give to someone looking to get into a similar role? And perhaps for people who hope to work in a creative duo?
If this is your passion, you’ll naturally put a lot of yourself into it. The only way to get better is to practice, so worry less about whether you think an idea is good or not and just put pen to paper. Also, get out there and meet people. Ask creatives for a coffee or DM people you admire. The worst thing that could happen is that they don’t reply.

When working with a partner, ensure it’s someone you can trust. It’s like getting into a relationship, so don’t be afraid to be a little picky.