Strands of Genius: Phillip Bates + OMG Futures at the Edge
featuring: an interview with our guest editor and a research report
Welcome to the Bonus edition of Strands of Genius! On Fridays, we’ll be publishing interviews from our guest editors, and sharing a research report. Thanks for being along for the ride. Oh and by the way, you look great today :)
:: STEAL THIS THINKING | RESEARCH REPORT ::
Away from all the online debates over free speech vs hate speech and trolls and bots, some start-ups have been working on solving bitterness and division in a smarter, more wholesome way. EnterGentle Tech, a collection of companies with big hearts and big brains, baking aspirational values - inclusion, tenderness, learning and communality - into their products at source. Whilst ‘benevolent’ billionaires attempt to shape the course of history in accordance with their grand plan, Gentle Tech concentrates on providing practical and immediate solutions for communities on the ground.
:: DIVE IN | THE INTERVIEW ::
PHILLIP BATES, FREELANCE ART DIRECTOR
>> Phillip Bates guest curated Strands on June 22nd, 2023. Read it here.
Tell us a little bit about yourself and what keeps you busy. How did you end up doing what you’re doing today?
Camera pans through a typical American high school and focuses on two boys creating an artistic sign for a rock group concert. The art isn't great, but the boys have passion and it shows in their work. Cut to many years later, where one of those boys is now creating Ads for movies and TV. COVID hits, he gets laid off, and suddenly, he's in London, back in school, and getting his MA in advertising from University of the Arts London/London College of Communication, where he renews his love of advertising and storytelling. He’s still got stories to tell, but he knows the audience has changed and the stories need to be authentic. Cut to scene with our hero playing with technology. Sure, it helps him work faster and now there’s AI, which can help him work smarter. He knows. He did his research project delivering live projects with AI as a partner. He can be strategic but he can also be bold. Final (sic) scene: The stories haven’t changed much, but the delivery has. And this guy delivers… pizza. So if anyone needs a good Art Director… have moped, will travel.
What excites you most about what you do?
When I look at my favourite ads, past and present, they all share similar attributes: An emotional connection with the audience and storytelling. Doesn't matter if it's print or motion; If I can see a story and connect with it emotionally, then it's most likely an ad that I love and will remember. Design always comes into play, as well, and I love great design. But the old saying "Concept is King" still rings true for me.
What beliefs define your approach to work? How would you define your leadership style?
Work/Life Balance. So many studies have shown that workers who have this do better work in less time and are happier overall. But advertising is notorious for it's tight deadlines and long hours, so something's gotta give. I think it's better than it used to be, but the industry can shift even further in this regard and everybody wins.
What has been the most rewarding project you’ve worked on and why?
I got to work on a few of the Harry Potter films campaigns, but the first movie was special because I'd read all of the available books and bringing that world to life in the poster was fun and memorable. I'm not sure that I ever worked on anything else that had that kind of buzz and anticipation.
We are big believers in diversity -- Not only because we believe in equality, but because we also think it’s better for business. The Black Lives Matter movement has shaped industry conversations around both global injustice, and also lack of representation in our industry. How do you frame these kinds of conversations, both internally and with clients? Is there an emphasis on action, or are the conversations really more about communication?
I'm a big believer in equality. Why should someone earn more than someone else doing the same job? But I'm getting ahead of myself. We have to get "someone else" hired first, which goes back to equality. Hire the best person for the job, regardless of race, gender, etc. And if all of the best applicants are white males, then either you're not looking hard enough or we have to do a better job in educating and training people from all walks of life, although I've personally seen diverse groups studying advertising, and doing very well at it. With brands trying to reach a global market, you've got to have people from all markets represented in the industry to be effective and authentic. I was working on a series called "Empire" starring Taraji P. Henson and Terrence Howard and our design team was all white men and two white women. I think that we did a great job and won awards in the process, but it would have been great to have a more diverse team, and not just on that project. The fact that we did a good job proves that a group of non-white art directors and copywriters would do a great job on a series featuring a predominantly white cast. But having a diverse group makes the most sense, and will probably be the most effective. The Ad industry doesn't have the best track record here, but having said that, Hollywood is even worse. We can do better. And the industry will benefit from it greatly.
Switching gears a bit, how do you find time to balance personal interests with your career? Do you believe work/life balance is possible? Anything you’ve implemented that you recommend that others try?
As I said before, I not only think it's possible, but that it's essential. The more balance you have with work and life, the more success and fulfillment you will have in each. I believe this and I try to balance it the best that I can. There are times that I work more and other times when I work less and focus on family and personal interests. It's a delicate balance and isn't always necessarily the same formula. Trust yourself and be aware of your mental and physical health. Being burnt out benefits no one.
What’s your media diet? Where do you find inspiration?
I'm always inspired by good work, so keeping up-to-date on current campaigns and awards is essential. But good work comes from many places, such as the Midjourney Community Board, Pinterest, Social Media, Industry Pubs, Music, Film & TV and other forms of content, just to name a few. I can get inspired just by seeing someone do something nice for someone else. Inspiration is everywhere, as long as you're paying attention.
What’s the best piece of advice/knowledge you’ve stolen, and who/where’d you steal it from?
I saw an actors roundtable and Tom Hanks answered this question with "I wish I'd known that THIS TOO SHALL PASS. You feel bad right now. You feel pissed off. You feel angry. THIS TOO SHALL PASS. You feel great. You feel like you know all the answers. You feel like that everybody finally gets you. And there you are. THIS TOO SHALL PASS. Time is your ally. And if nothing else, just wait. Just wait it out." It's so true.
What are your thoughts on AI being used in advertising?
I did my research project on partnering with AI as a creative and I learned a lot about it in the process. AI is a tool that can be a tremendous help to creatives. But at the end of the day, it's just that... a tool. It's reshaping a lot of industries, like stock photography, and adding value to software, like Photoshop. It can also do well with copy, but again, as a tool for copywriters, not as a replacement. Video AI generation is not great at the moment, but it's getting better and will most likely add value to video and motion graphics in the not-too-distant future. I think it will end up helping creatives be better and more efficient.
You can keep in touch with Phillip on Instagram and Twitter.
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rockON,
faris & rosie & ashley | your friends over at geniussteals.co
@faris is always tweeting
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