What’s hot? VR done well. What’s not? VR done badly. It’s Lucky 13 time with Matt Beveridge, co-founder of VR production studio Pebble.
1 – SUMMARISE YOURSELF IN THREE WORDS.
“Over-enthusiastic, fascinated-by-everything, wannabe-mentor (is using hyphens cheating?)”
2 – WHAT MADE YOU WANT TO PURSUE A CAREER IN MEDIA AND MARKETING?
“When I was a teenager I realised I have a short attention span, terrible spelling and a creative mind that is endlessly inquisitive, naturally wanders, is relentlessly passionate about aesthetics and narrative… and I didn’t want to wear a suit every day.”
3 – DESCRIBE YOUR IDEAL CLIENT.
“A client who sticks to their original instinct. Nearly all clients want to create truly innovative work. However, as projects unfold over time and as other voices enter the conversation, it becomes very easy to talk yourself out of something ground-breaking and talk yourself into something ‘safe’ that’s been done before.”
4 – NAME YOUR FAVOURITE EVER CAMPAIGN.
“Levi’s ‘Twisted Jeans’. It’s from a while back, but it encapsulates a lot of things that everyone should aim for. Striking visuals, re-invigorating an old (tired) brand at a time when they were starting to be seen as unfashionable and the sort of thing that ‘only Jeremy Clarkson would wear’.
“This got people to reassess their perspective on a brand and an entire industry. Take something that everyone thinks they know and then ‘twist’ it to be something new. Beautifully shot. The ad has loads of little hidden things in it, where the more you watch it, the more you discover. Plus the soundtrack is an absolute beaut!”
5 – WHICH AWARD WIN ARE YOU MOST PROUD OF, AND WHY?
“It’s obligatory in every agency and production company in London, to fill your reception area with awards. It shows clients that you know what you’re doing. There’s nothing wrong with that. We’ve won plenty of awards, but they’re mainly used to prop open doors when it gets hot.
“In our reception area we have photos of team nights out, images from company events, memorabilia such as score cards from internal competitions we’ve had (like urban Axe throwing and bowling), not to mention a massive stack of design books and a fully stocked whisky cabinet. The important stuff isn’t shiny. The important stuff is faded, tatty and makes you smile.”
6 – WHO IS THE BEST INDUSTRY SPEAKER YOU HAVE SEEN?
“Steve Bell – European CEO of Iris Worldwide. He uses minimal notes and talks openly from the heart.”
7 – WHICH IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM, AND WHY?
“Instagram. It’s the richest source of creativity around. From photography to illustration to motion graphics, it’s all there. Much of it isn’t for any reason in particular other than pure passion for an art form (as long as you avoid the gradual infiltration on Facebook-inspired selfie-takers, or Twitter-inspired celebrity product placement.”
8 – WHERE IS YOUR IDEAL MEETING VENUE?
“If you want to get work done? Our office board room. We’ve got a lovely old warehouse conversion. It’s got a nice atmosphere, all the kit you could need and has fantastic coffee. But if work is less pressing? You can’t go too far wrong with the sixth floor of Shoreditch House.”
9 – WHAT IS YOUR FAVOURITE RESTAURANT?
“Bone Daddies. Great Ramen with a backing track of classic rock. What’s not to love?”
10 – WHAT IS HOT IN INTERNATIONAL MEDIA AND MARKETING, AND WHAT IS NOT?
“Hot – virtual reality done well. Not – virtual reality done badly. The difference is entirely based on whether people think from the end user’s perspective, or a brand perspective.”
11 – WHICH INDUSTRY BUZZWORD WOULD YOU BAN?
“Blue sky thinking”
12 – WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME?
“Re-reading these answers and chuckling at how little I knew back then.”
13 – WHO WOULD PLAY YOU IN A MOVIE OF YOUR LIFE?
“I’d ask Daniel Craig, but I’d probably get Roger Moore. I’d be happy either way.”