EIGHT SPECIAL THINGS

1. THINK BIGGER THAN YOU ARE
Live in New Zealand but work in the world. What can I do to create work that will be talked about globally?

2. USE DECEPTION
Don’t necessarily play by the rules, screw with traditional formats, eg: Smirnoff Vodka used a short TV series to advertise on television, rather than a traditional ad.

3. KEEP IT SIMPLE
Keep simplicity throughout the campaign, rely on emotional engagement and strip everything back to the core.

4. TELL ME SOMETHING INTERESTING
Tell a story. For example, watching a film, is it the END that you like best, or is it the PROGRESS that you enjoy?

5. BACK YOURSELF
Have absolute faith in yourself and your creations.

6. COLLABORATE
With any other creatives who may be interested - other photographers, artists, media, personalities, business people etc

7. USE THE FORCE
Take what is being used in popular culture, and then challenge it.

8. LUDICROUS SELF BELIEF
Have the belief that you can do anything, stretch yourself to do something great.

- from ImageNation 2012, presentation by Special Group