Alexander Nowak Finds Humour in “Odd, Subtle Behaviours”
Growing up listening to his father’s concoction of various music mixtapes, it was through sound that Alexander Nowak first spread his creative wings. Between that and the time spent at his uncle’s architectural firm, it was indeed architecture which he would go on to study as his degree, before finding his way into adland.
More recently, at the end of 2022, when Mother opened up its Berlin office, Alexander was the creative partner and chief creative officer leading the way for the new team. With his experience at Droga5 – working his way up to being the former global head of art – and having learnt from the likes of David Droga, among others, he’s been an essential part of many creative campaigns for over 15 years.
Delving deeper into the innovative minds of the German industry, this interview comes as part of production company REKORDER’s ongoing sponsorship of the German Edition with LBB. Each piece in the series will use a reflection from a REKORDER director as a springboard for the conversation. In this interview, our starting point comes from the insight of one of the production company’s talents.
Director Nora Fingscheidt shares her take on humorous ads:
"My favourite ads are funny and precise, 100% on point with acting and timing – not overacted or too on the nose, just subtle and good humour. They evoke emotions in such a short time, often reflecting our society in a lighthearted but truthful way”.
With that as a starting point, we hear from Alexander about his take on hitting funny bones, as well as his journey in adland.
LBB> For you, what makes for a funny ad that really resonates? Where does the fine balance lie when it comes to nailing the genre?
Alexander> Well, that’s a tough question since there are so many ways to create a funny ad. That makes it not easier to nail it, of course, quite the opposite. I guess, as always, you should go all the way, either if you’re very radical or very subtle with your approach to storytelling.
LBB> Does humour need to be rooted in culture and if so, how does this elevate the content being produced?
Alexander> Culture is a big word and is certainly one route to put a smile on people’s faces. I like less obvious insights a bit more, almost little reminders of our odd, subtle behaviours.
LBB> What are some of the campaigns that you’ve worked on or seen that you believe are good examples of great storytelling through both acting and timing, conveyed with subtlety?
Alexander> Thankfully, we have seen so many great campaigns and commercials in the last years and decades. Thinking specifically about acting and timing, I would like to mention PlayStation’s ‘Double Life’. Pretty much everything is brilliant about this work. The cast is sublime, and it still gives me goosebumps listening to the last words of the film.
[PlayStation - ‘Double Life’]
On the funnier side, I’m a big fan of all the old Starburst commercials. One of the less famous ones I would like to point out is called ‘Rollerblading Twins’. The joke at the end is so subtle, yet so entertaining. Lastly, a very special one that comes up every Valentine’s Day is Puma’s ‘Hardchorus’ by Droga5. It came out right when my former team partner and now CCO of Mother London, Felix Richter, and I joined David Droga’s agency. Never gets old.
[Puma - ‘Hardchorus’]
LBB> For you and your journey, what were the formative pieces of work which shaped you and your career?
Alexander> I was lucky enough to join Droga5 as a junior creative at an early stage of the agency. We just won the Hennessy account which became my first client. Our ‘Wild Rabbit’ campaign ended up being the longest-lasting platform of the agency with great storytelling, crafting films and campaigns to perfection. Transforming a sports brand to reaching new heights and battling with greats like Nike and adidas was another exciting chapter. Under Armour became a big challenger brand with campaigns such as ‘I Will What I Want’ with Gisele Bundchen and Misty Copeland or ‘Rule Yourself’ with Michael Phelps and others. Both brands were demanding big storytelling and emotional connection through craft.
[Under Armour - I Will What I Want]
LBB> Was creativity present in your life from a young age, and how did that transpire into the hobbies or interests you had?
Alexander> The first creative source I was surrounded by daily was actively listening to music. My dad is a big music nerd, and he exposed me to all kinds of music genres. I created a crazy number of mixtapes at a very young age. I’m still holding the massive tape deck collection of my dad and me – a beautiful memory indeed. In my teenage years, I spent a good amount of time at my uncle’s architecture office. I was introduced to shapes, structures, and compositions. It truly shaped my visual mindset. I ended up studying architecture, finishing my first creative journey with a master's degree in architecture.
LBB> How did you find your first role in the industry and what was your journey up to this point?
Alexander> After I finished my architecture studies I went on and discovered the world of advertising. I applied at Miami Ad School in Hamburg where I eventually met my team partner Felix. It was such a great, intense time. We learned so much in such a short amount of time. Sadly, the school which was regarded as one of the best advertising schools in the world, closed a few years ago.
LBB> In those early days, what were some of the formative lessons, people and/or experiences which shaped you? What advice would you give a creative starting out now?
Alexander> I believe that having a mentor or a person you’re looking up to and who’s available to teach you in the early stages of your career is very important. Of course, you can teach yourself, but our business is about communication first - about finding a human truth, an inside, a story that you can shape. I believe this starts with the way you work. I was lucky enough to have great teachers and mentors who spent precious time with me – one of them is David Droga.
LBB> How has the industry changed from when you first started and what are some of the key considerations when creating work these days?
Alexander> The way of working changed quite a bit – that said, the foundation is the same. You must have a strong desire and positive energy to create meaningful work. It takes time and endurance; your advertising career is certainly not a sprint. I guess the marathon part is not an easy one to endure especially in our current fast-paced society.
LBB> Your working journey took you from Young & Rubicam to Droga5 and now Mother in Berlin. How has working across different countries changed the way you work? Are there any considerations you make now which you may not have before?
Alexander> Starting my advertising career in New York shaped me and my work tremendously. After almost 15 years in New York, it was about time to start a new life chapter. Being the founder of Mother Berlin fills me with pride and lots of joy of course. It always has been my desire to start an agency from scratch and build a team of great-minded people.
LBB> Of course, we have to ask about the new innovations and technology you’re using. Can you share a little bit about your process and if this includes any tech?
Alexander> Technology has lately increased its potential so rapidly; the graduate transformation ended a while ago. As always, extreme changes can create fear and make people question things including their work environment. I have always seen technology as a great tool to help me during the process, for example visualising something which has not been made yet. Additionally, I’m sure AI will make some work streams go away and create assets you didn’t want to do in the first place. But, you still must prompt AI and, in the end, the rise of AI and beyond will just make you realise that you must sharpen your senses and be top of your game. AI can’t provide you with good taste.
LBB> When the working day is over and you have time to yourself, where does your free time take you? Are there any hobbies and interests which fill your time?
Alexander> Well, my family comes first, always. Mother comes second and I’m lucky enough that the Berlin agency is more than just work for me. Beyond that, I’m trying to spend as much time in museums and tennis courts.
