Mon, 18 Oct 2021 11:32:05 GMT
Robot, the Cape Town-based production service company, has partnered with Little Black Book to sponsor the site’s South African Edition. As part of the series over the next few months, we’ll be speaking with some of the brightest creatives hailing from SA and talking to them all about their roots and thoughts on the industry.
Today, we chatted with Wes Phelan, Goodby Silverstein & Partners creative director, all about the hunger and passion of South Africa’s creative industry. Wes is always keen to re-imagine what’s possible, not letting obstacles stand in his way, which is exactly how he managed to take the idea behind Adidas’s ‘Original Is Never Finished’ from conception to reality. At the heart of everything Wes does is the belief that audiences and brands need to connect in a unique way in order to create lasting impact.
Wes Phelan> South Africa is a beautiful place. With amazing people and incredible energy. Everything about home has been vital to expanding my creativity.
Wes Phelan> I have always been interested in art and music. My dad is pretty talented with a pencil, so I’m sure that may have played a role in influencing my career path.
Wes Phelan> My best friend Darren Cronje, a creative director working in Amsterdam currently, suggested I join him in taking the entrance exam at a well known South African ad school called AAA.
Wes Phelan> They are not called traffic lights in South Africa, they are fondly known as robots.
Wes Phelan> The brand I think about most is definitely Chicken Licken. Probably because I miss their signature hot wings. But on a serious note, Chicken Licken commercials are examples of great South African storytelling. The product seamlessly integrated in a truly intriguing execution.
Wes Phelan> The hunger and passion to make great work oozes out of South African creatives. I love that.
Wes Phelan> The amazing things I have seen and experienced through my career in the industry always keeps me inspired and excited for what may happen next.
Wes Phelan> Well, that one was a legal nightmare for our producers. I remember running them through the idea in its early stages and they were like “we can never secure the rights to all the content you want to remake”. In the end It was a true collaborative effort to make this one possible. With shout-outs to my creative partner of 12 years, Matt Edwards, director Terence Neale, and, of course, the now creative director of Vogue Italy Ferdinand Vederi. This one took a village to create and the results were incredible.
Wes Phelan> I think at its core the message serves as a reminder to me — to keep the audience first, have fun, and the rest will follow.
Wes Phelan> Wow — everywhere, the internet means that we are no longer held back by geographical boundaries. The content on TikTok for example is showing the world that anyone can now truly create music/art/crypto/cinema with this tiny device.
Wes Phelan> You know that is extremely difficult to answer, every single piece of work I have made has come with a unique lesson, so each of them has a special place in my heart.
Wes Phelan> I have been given so much great advice from so many mentors that Matt Edwards and I created a cheat sheet of the best ones that we share with all our creatives.view more - PeopleROBOT, Mon, 18 Oct 2021 11:32:05 GMT