One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Anders Gustafsson...
Introduce your place of work.
TBWA\Media Arts Lab is the agency that used to sit with TBWA\Chiat\Day before moving across the parking lot to focus exclusively on Apple. We’ve got offices all over the world and with our office in LA being the hub we have people from all continents working here all the time. Apple is constantly expanding as a global brand, and we are expanding with them. It’s a very exciting time to be here.
What are you currently working on?
Due to the confidential nature of my client I can’t talk about current projects, but I recently made the launch spot for the new iMac called “Retina in Full Bloom”. It shows the evolution of the stunning Retina display with a growing plant accompanied by this killer rock track. Simple but sweet.
iMac with Retina 5K display - The Evolution of Retina
What work are you most proud of?
I’m usually most proud of my latest projects, like the iMac spot. And when your work is being launched on stage at a global Apple press conference... it’s hard not to feel proud. I also just finished working on the campaign for the 2015 Grammy Awards called “The Grammy Effect” in collaboration with Chiat\Day. The idea was to highlight the effect the show itself has on culture, from Pharrell’s crazy hat that broke the internet, to Taylor Swift’s awkward head banging and the impact of Lorde's live performance last year. If you live in LA or NYC you’ve seen the billboard part of the campaign, which was super trippy. Other than that, I’d say work that people outside of advertising found interesting enough to talk about. When I worked at Goodby, Silverstein & Partners I did some stuff for Adobe and The Salvador Dalí Museum that got nice mentions in New York Times, Wired Magazine and that sort of broader non-industry press. That always makes me proud. It proves that someone in the real world actually gives a shit.
Taylor Swift & The GRAMMY Effect
What work from our Awards Archive makes you think ‘I wish I’d done that’?
A couple of the Pencils Wieden+Kennedy Portland has won recently comes to mind. “The Man Your Man Could Smell Like” for Old Spice and “Whatever’s Comfortable” for Southern Comfort with the dude on the beach. The Old Spice campaign as a whole was a true game changer I think, in that it made agencies realize how interactive ideas should now be executed on broad platforms instead of trying to find the latest technology every time. The YouTube response portion of the campaign felt inevitable and liberating at the same time.
Southern Comfort | Beach | Whatever's Comfortable
What’s the best advice you’ve received during your career?
There was this one time when I really hated my job and my grandma Haldis told me “Anders, remember that you do what you want to do.” So I quit the next day, which opened up opportunities that would never have presented themselves otherwise. I’ve been fortunate to work with some very talented people and I’ve learned from all of them. “Strong brands find their own target groups” was something my first Creative Director, Fredrik Ganslandt, told me. I like that a lot. Focus on explaining the benefit and building the brand instead of trying to please a certain consumer category. Alex Bogusky (or someone at CP+B anyway) said, “the worst day in an agency beats the best day a bank ever had”. That helps to keep me humble. Rich Silverstein taught me the impatient art of brutal simplicity and Jeff Goodby always told me to "make it funnier”. All good stuff. My message to the creatives of tomorrow would be along the lines of “Work harder and be nicer. Ask stupid questions but know when to listen carefully. Always be passionate about your ideas but never get too attached to them”.