Simplicity in Sync: An Insight into AWARD’s ‘Creative Team of the Year’
A copywriter and an art director have a sacred relationship within this industry. One cannot succeed without the other. Alan Jones and Angelo An from FCB New Zealand are a perfect example of this partnership working at its fullest potential.
The pair were awarded Creative Team of the Year at the 44th AWARD Awards held last week in Sydney. This award recognises the achievements of creative teams throughout the Asia-Pacific region.
The dynamic duo have worked together on campaigns such as Waka Kotahi’s Toll Booth, Future News for the Road to Zero launch, How To Do Nothing for The Lowdown, and Through my eyes, an anti speeding campaign for Waka Kotahi.
LBB’s Casey Martin spoke to Alan and Angelo to learn more about their process, and their journey towards Creative Team of the Year.
LBB> As a copywriter/art director duo, how would you both describe your dynamic?
Alan> Because we’re actual mates, and not just workmates, we can spend abnormally long amounts of time locked in a room together talking. Which helps a lot in our line of work.
We also agree on what ‘good’ and ‘interesting’ advertising looks like and are obsessive about trying to make it. Then, like most creative teams, we have totally different but complementary skills and interests to help make it happen.
Angelo> Simplicity in sync. We like to kick off any brief with a simple chat. Taking the complicated and turning into a simple and unexpected solution.
LBB> What were your first impressions of each other?
Alan> It was a long time ago (15 years?). Angelo was the first person I sat next to at AUT ad-school. We got a kebab afterwards, and the rest is history. I can’t remember what I thought of him. Probably just “Cool, I’ve found someone who likes to eat as much as I do.” We have had approximately 2800 lunches together since.
Angelo> This guy knows how to lunch. The first lunch we got together was at Kebab on Queen.
LBB> What has been the project that you are most proud of?
Angelo> There’s been a lot throughout our time together. But If I had to pick one, it’s got to be ‘Toll Booth’ for Waka Kotahi. This always felt like a special script to us and it was taken up a notch by the wizard Steve Ayson. This was our first stab at Waka Kotahi, who have a long legacy of incredible work and Al and I are both very proud we could add to it.
Alan> This changes pretty much every year and Angelo has said ‘Toll Booth.’ So I will say ‘How To Do Nothing’ for The Lowdown. I’m proud of our involvement throughout from helping write the strategy, the creative idea and scripts obviously, through to directing it with our pal Mike Braid. The KFC Bucket Snuggy also has a special place in my heart.
LBB> What have you learnt from the other?
Angelo> To be more open to new ideas and ways of thinking. Open to conversations, as that’s how we usually get down to the heart of an interesting idea.
Alan> How to calm down, be more measured, and compassionate. Angelo also knows a weird amount about stretching and massage, in another life he could have been a physio.
LBB> What challenges have you faced together and how did you overcome them?
Angelo> Life. Over our time together, a lot of things outside advertising happens. Good and bad. But no matter the ‘things’, we back each other and get through it together.
Alan> There’s been a lot of challenges in and out of work. Births, deaths, moving countries together, to name a few. But in a lot of ways it feels like our problems are halved. That’s the beauty of a partnership. (It would be nice if Angelo did a bit more babysitting though).
LBB> Any bonus stories you’d like to share?
Alan> There once was a locksmith on the motorway on-ramp…
Angelo> The end.
