The Creative Process Illustrated (prop) by W. Glenn Griffin

Author:W. Glenn Griffin
Language: eng
Format: epub
Publisher: Adams Media
Published: 2019-11-13T16:00:00+00:00

“BLUE SKY” TV SPOT

Agency: mcgarrybowen, New York Executive Creative Director/Art Director: Haydn Morris Executive Creative Director/Writer: Danny Gregory Client: Chase Banking

©2009 JPMorgan Chase Bank, N.A. Reprinted with permission. All rights reserved.

ANDY HALL

FREELANCE WRITER/CREATIVE DIRECTOR (NEW YORK, NEW YORK)

The list of clients Andy Hall handled as a New York agency veteran of more than a dozen years includes both the fashionable (Ray-Ban, Godiva, Calvin Klein, Bombay Sapphire, Cunard Cruise Line) and the functional (Domino's Pizza, IKEA and AT&T). Hall began his career as a writer at Young & Rubicam, where his big break came in the form of a national television spot for AT&T based on his sister's propensity for skidding off icy roads with small children in the car. He moved on to Deutsch, where his campaign for Domino's Pizza, featuring a fuzzy, mischievous creature and the tagline “Bad Andy. Good Pizza,” won the account. Adweek recognized his work for IKEA as a “Best Spot” in 1998.

Hall left Deutsch to join TBWA\Chiat\Day's New York office in 2000, where he helped win the Cunard Cruise Line and A&E network business. A 2002 graduate of the Absolut Akademi in Åhus, Sweden, he wrote the launch campaigns for Absolut Vanilia and Level Vodka, as well as the first long copy campaign for the brand, which was later featured in Lürzer's Archive.

In 2005, Hall was named associate creative director at Sugar-town Creative, a new boutique agency launched by ad veteran Fritz Westenberger. There, he worked on Bombay Sapphire and helped win the Godiva, Penthouse magazine and David Barton Gym accounts. For Procter & Gamble, he named a new product, Swash, and helped bring it to a laundry-adverse college market. Since 2008, Hall has been freelancing at Kirshenbaum Bond + Partners working on HomeGoods, Cablevision and Wendy's. He is an avid traveler and tennis geek, and is working on his first novel.

Process

“I went to an Eames exhibit once and there was this cabinet of tiny drawers filled with all these different buttons that they kept around for inspiration, size and shape reference, whatever. It struck me that if I kept a cabinet like that, I'd never know where to look. It's the same with memories — they're all in there somewhere, the experiences and people and little stories. But where? Which drawer? I drew the fish analogy because it seems like when I manage to find the quiet space in my thoughts, inspiration will surface and find me. A lot of it isn't very useful, feelings and images that don't really translate into scripts and headlines. But as raw material, they can lead to ideas that have the right spirit for the project at hand.”

— Andy Hall

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