Be More Barnes: Finding the Balance Between Hard Graft and ‘Avin a Laugh
Andrew Wood - better known as Barnes, or Barnsley, his hometown - has carved an impressive career for himself, built on the principles of ‘working hard and having a laugh.’ There’s not much he hasn’t seen over the course of his career so far, having come up in the advertising industry during the heady heydays of the 90s. After thirty years of hard graft, the Yorkshireman is quite rightly reaping the rewards, as he heads up creative direction at revered London post house, Rascal.
To celebrate his new position as ECD, Barnes speaks to LBB’s April Summers about stepping into the role of ‘Father of the House’ and dishes up his best advice for the next generation of creative talent.
LBB> Barnes, why do you do what you do?
Barnes> I do this because I don’t know any better. It’s a way of life to me, it’s what I’ve always done – although I could tell you about growing up on a Dairy Farm, but that’s another story.
LBB> How would you describe your job to a stranger?
Barnes> It’s a job that benefits from hard work and common sense, but you know what they say about common sense… it ain’t that common! If you’re a little bit arty, have a good eye and a bit of a flare, you can go a long way. I think it’s important to ‘own the space’ in this industry, to take control of projects, take ideas forward and carry them over the finish line. That said, the earlier we get involved, the better, for smooth running of the project. We have loads of experience to offer and it’s a crying shame when we are not included early on in a project.
LBB> How would you describe the start of your career?
Barnes> That was a long time ago, at the dawn of time, also known as the 90s. To set the scene, things were very similar to now apart from people wore baggy clothes and the music was better. Those of us who worked in the world of advertising in those days can all remember the massive budgets and crazy creative things going on. As time marched on, we faced different problems and different challenges.
LBB> What’s the most valuable life lesson you’ve learnt along the way?
Barnes> I have been told that someday I will need to grow up and ‘play the game’, or so I was told. This is bollocks! I’ve always seen this as a personality-led industry and it is often those without a personality that are issuing the aforementioned bad advice. You really can have fun and speak your mind in this industry, you don't have to become too serious, boring, corporate or dumbed down. I’m thirty plus years in and still believe it’s important to lark around and keep things lively. We’re in a creative industry and must always remember that.
LBB> How do you think Rascal exemplifies this mantra?
Barnes> We work as hard as we can, we’re honest, we try our very best and we have fun doing it. We have a strong, bold identity and don’t want to be the same as everybody else. We embrace doing things differently.
LBB> Tell us about some of the most challenging experiences you have had since joining Rascal?
Barnes> Finding the right people is definitely the most challenging problem. Both full-time staff and companies to collaborate with on certain projects. We need people who can work fast and to a very high spec – lots of talent seems to fall short. We do have a very large pool of people in our address books, but even that’s not always enough. Our Swedish connections and Northern roots seem to be paying real dividends. We’ve got some amazing people working with us but, as a rule, we don’t employ anyone who doesn’t laugh at my jokes.
LBB> When you think about the future of Rascal Post, what makes you most excited?
Barnes> We’re an independent company who can do what we want and what we enjoy without getting sucked into the ways of the corporate giants. We’re always going to deliver interesting, creative stuff and have fun doing it. We’re an “artist led” independent company. We answer to ourselves we choose to work on projects that we are excited about and nothing is off limits – if we can make it work, we will.
LBB> Do you have any obsessions with new technology or software?
Barnes> Absolutely not, quite the opposite. For me, it’s not about the latest software at all, it’s about problem solving and looking at the picture in front of you. That said, we are all pretty geeky, so obviously between us, we’re all over the tech side.
LBB> How do you envision your responsibilities changing as you move into your new role?
Barnes> In some ways, the role should be a continuation of where I am, if I’m honest. I’ve always aspired to receive this sort of formal recognition, since the early days. It’s where I’m at and where I believe I’ve been for years, maybe even decades. It’s a badge of honour, of sorts, a pat on the back for a long career of hard work. I suppose moving forward, I will assume the ‘Father of the House’ role, the elder statesman, for the next thirty years at least…
LBB> What do you hope to impart to the next generation of VFX artists?
Barnes> Moving forward, I will continue to encourage others, stamping my experience and outlook into the DNA of Rascal. Our main goal is to provide creative people with a safety net that gives them the freedom to experiment and express themselves creatively. We try to impart our mantra on all new recruits – “be creative, work hard, have fun and hopefully it’ll bear fruit.”
I want to encourage the next generation of talent to be brave enough to decide against following the straight line that most people expect you to take. Have confidence to ‘pipe up’ and make your own decisions. Be courageous and explain why you disagree with somebody. Build relationships with like-minded people, who will then hopefully trust you when you suggest something slightly wacky, for the benefit of the project.
