What my side hustle taught me

Matt Dunn is an Art Director at Goodby Silverstein & Partners in San Francisco. Prior to this, he worked at Mother London, Wieden+Kennedy and Publicis. Throughout his time in the industry, his work has been recognized worldwide and featured across mass media publications. Such as: VICE, BuzzFeed, Huffington Post, Teen Vogue, Men’s Health, Refinery29, Mashable, Bored Panda, The Independent, Time Out, DesignTAXI, Yahoo and more.

This interview was conducted in 2020.

Published

28 February 2020

D&AD

Your work and side-hustle helped you land jobs at Wieden+Kennedy, Mother London and Goodby Silverstein & Partners. Aside from working in these great agencies, were there other ways in which your side-hustle helped you?

D&AD: Your work and side-hustle helped you land jobs at Wieden+Kennedy, Mother London and Goodby Silverstein & Partners. Aside from working in these great agencies, were there other ways in which your side-hustle helped you?

MD

I would say that my side-hustle with the NHS has helped me to distinguish the type of work that connects with people in the real world. The kind of work that’s original, has a purpose, relevant in culture and to its context. It’s also helped me understand that even with the smallest of budgets, for a side-hustle, or project, you can still make something big, impactful, or brilliant, that resonates with people across the world.

MD: I would say that my side-hustle with the NHS has helped me to distinguish the type of work that connects with people in the real world. The kind of work that’s original, has a purpose, relevant in culture and to its context. It’s also helped me understand that even with the smallest of budgets, for a side-hustle, or project, you can still make something big, impactful, or brilliant, that resonates with people across the world.

D&AD

Anything about the skills learnt in the process, or exposure gained as a result?

D&AD: Anything about the skills learnt in the process, or exposure gained as a result?

MD

The exposure that was gained from the side-hustle was a result of using both offline mediums and online platforms. Everyone has access to both of these tools today, which, when used in a new or interesting way, carry massive weight in helping work get seen, experienced and shared by millions of people.

MD: The exposure that was gained from the side-hustle was a result of using both offline mediums and online platforms. Everyone has access to both of these tools today, which, when used in a new or interesting way, carry massive weight in helping work get seen, experienced and shared by millions of people.

D&AD

Why do you think people should enter D&AD this year?

D&AD: Why do you think people should enter D&AD this year?

MD

Students, graduates and creative professionals who are in pursuit of creative excellence, should, without a shadow of a doubt, enter D&AD this year. Predominantly because it's not for profit, highest accolade that acknowledges and rewards remarkable ideas that are exceptionally executed - no matter where they come from. Since they’ve continuously encouraged, nurtured and supported talent within design and advertising from 1962, why wouldn't you want to enter your wonderful thinking into one of the categories this year?

MD: Students, graduates and creative professionals who are in pursuit of creative excellence, should, without a shadow of a doubt, enter D&AD this year. Predominantly because it's not for profit, highest accolade that acknowledges and rewards remarkable ideas that are exceptionally executed - no matter where they come from. Since they’ve continuously encouraged, nurtured and supported talent within design and advertising from 1962, why wouldn't you want to enter your wonderful thinking into one of the categories this year?

D&AD

What have you been up to since your side-hustle?

D&AD: What have you been up to since your side-hustle?

MD

I’m working on a few projects at Goodby Silverstein and Partners that are currently under wraps. But, what’s not under wraps, is a campaign that me and my previous partner (Gustavo Bonzanini) just launched, back at Mother. It’s a cereal perfume ‘Eau de Lion’ for Lion Cereal. The client’s based in amongst France / Grasse. So it made sense with it being known as the perfume capital and all.

MD: I’m working on a few projects at Goodby Silverstein and Partners that are currently under wraps. But, what’s not under wraps, is a campaign that me and my previous partner (Gustavo Bonzanini) just launched, back at Mother. It’s a cereal perfume ‘Eau de Lion’ for Lion Cereal. The client’s based in amongst France / Grasse. So it made sense with it being known as the perfume capital and all.

D&AD

You’ll be judging the D&AD Side Hustle this year. What will you be looking for?

D&AD: You’ll be judging the D&AD Side Hustle this year. What will you be looking for?

MD

Ideas that have a point of view, that are true and that resonate within culture.

MD: Ideas that have a point of view, that are true and that resonate within culture.

D&AD

What’s more important: idea or execution?

D&AD: What’s more important: idea or execution?

MD

The idea. (They're both equally important, but craft is something you will continuously perfect throughout your career.)

MD: The idea. (They're both equally important, but craft is something you will continuously perfect throughout your career.)

D&AD

Is there anything you wish you had known before you started your Side Hustle?

D&AD: Is there anything you wish you had known before you started your Side Hustle?

MD

I would say that the majority of what I know now, I’ve learned from a lovely bunch of people who I’ve had the pleasure of meeting and keeping in contact with throughout my time working in the industry. To name a few: Mark Waites, Susan Hosking, Peter Robertson, Ana Balarin, Hermeti Balarin, Martin Rose, Kyle-Harman Turner, Mike Kennedy, Pauline Ashford, Gustavo Banzanini, Fabio Montero, Rob Campbell, Jeff Goodby, Rich Silverstein, Margaret Johnson, Zach Canfield, Joe Staples, Tony Davidson, Matt Sorrell, Jason Kreher, Dave Monk, Nick Farnhill plus everyone else at Mother, Wieden+Kennedy and Goodby Silverstein & Partners. Unbeknownst to them, they’ve all passed on a few simple things: Be nice, be interested, stay weird and be egoless. Thank you.

MD: I would say that the majority of what I know now, I’ve learned from a lovely bunch of people who I’ve had the pleasure of meeting and keeping in contact with throughout my time working in the industry. To name a few: Mark Waites, Susan Hosking, Peter Robertson, Ana Balarin, Hermeti Balarin, Martin Rose, Kyle-Harman Turner, Mike Kennedy, Pauline Ashford, Gustavo Banzanini, Fabio Montero, Rob Campbell, Jeff Goodby, Rich Silverstein, Margaret Johnson, Zach Canfield, Joe Staples, Tony Davidson, Matt Sorrell, Jason Kreher, Dave Monk, Nick Farnhill plus everyone else at Mother, Wieden+Kennedy and Goodby Silverstein & Partners. Unbeknownst to them, they’ve all passed on a few simple things: Be nice, be interested, stay weird and be egoless. Thank you.

Published

28 February 2020