The latest instalment of ADSPEAKS saw Macleay Advertising Students treated to a lively presentation from Justin Smidmore, strategic director of the very cool and innovative creative agency MC Creative, which is not only an up and coming ad agency but also the creative arm of the cult magazine Monster Children.
Interesting is the untraditional growth into advertising from their background in photography and publishing for the surfer, skate and urban fashion scenes.
Justin was passionate discussing his work at MC and also explained how the agency’s presence was growing in the advertising industry. He then elaborated on the behind-the -scenes processes from MC’s successful Corona Extra Campaign (which in the mean time is Australia’s most popular imported beer), which features a TVC that is more of a lifestyle film than an ad, that encapsulates the vibe and spirit of the brand Corona. Justin answered all of our questions – no matter how silly we thought they may have seemed- in a way that was easily understood. Two pieces of advice I will take away from Justin are firstly, it is very important to understand your objectives before creating your strategy. Secondly, if you look for projects related to your own interests or passions, then it won’t seem like work at all.
Amanda Florence, Advertising Student