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On creativity

On creativity

Creativity can be hard to dissect.
This article illuminates one particular aspect of it very well: the appeal of a “process”, something designed to guarantee an outcome which, in truth, can’t be guaranteed, i.e. the inherently unpredictable nature of ideas.
Great, great work.

Great, great work.

You don’t have to be a skier – this is one of the best 4 minutes of film we’ve ever seen. A great idea, perfect execution.
Take the time to enjoy it..
Then hurry into a North Face store!

New York Bakery

New York Bakery

We’re not sure if it’s a great ad for NY Bakery, but it’s a great ad for New York!
Take us there – right now!

Give Sassy Trump A Try

Give Sassy Trump A Try

Do you find old Trumpy a little hard to stomach? You’re certainly not alone. We find ‘Sassy Trump’ a much more palatable version of the old guy. See what you think.

 

Something entirely new

Something entirely new

Extreme time exposures of movies, capturing their essence in a still.
Brilliant.
New ideas should be celebrated, don’t you think?
Alice in Wonderland
Deep Throat
Dr Stangelove
The Rocky Horror Picture Show
Texas Chainsaw Massacre
A creative response to an urgent issue

A creative response to an urgent issue

Did you know Dementia is Australia’s biggest cause of death after heart disease? This is just one of the startling statistics that began our journey with Alzheimer’s Australia Vic.

Tasked with creating a compelling response to help Australians better understand the facts about dementia, raise awareness of the condition and ensure people understand it is a serious brain disease, we created a series of TVCs that visually represented the deterioration of the brain affected by the condition.

With over half of the population professing that dementia is something they “would rather not think about”, the challenge was to emotionally engage a largely passive and disengaged public.

In both TVCs, the audience is invited into the life of a woman living with dementia. This intimate insight is complemented with a visual analogy reflecting the degenerative nature of the condition, physical deterioration of the brain, and life threatening impact of the disease. Set against this visually confronting context, the key facts are delivered to the audience with maximum impact.

It was important to not shy away from illustrating the harsh realities faced by those who live with dementia – but rather, to focus on them. A visually impactful interpretation of the deteriorating brain was our breakthrough.

The TVCs will be released in the days to come. In the mean time, head on over to Campaign Brief, AdNews, B&T to read more about the campaign and view the videos.

Sans Stuart: behind the scenes with Art Director Stuart Penny and his love of Sherlock Homes

STUART

When did you join HBT?

Let’s say just after apple released the iPod but before The Strokes released Room On Fire (their second best album).

Which brands do you work on?

All of them but currently, Dulux, Innoxa’s Save Our Skin, & Beaurepaires to name a few.

What do you like most about your job?

Beyond the obvious creative stuff, the people and culture of this place. I love them all more than they will ever know (past and present).

What’s a great piece of creative advice you could share?

Exhaust all avenues of information before you put pen to paper.
To quote Sherlock Holmes, ‘Data! Data! Data!’ he cried impatiently. ‘I can’t make bricks without clay.’
Even then keep looking.

What do you do when you’re not at work?

Build castles, mentor a ballet eccentric and mop floors. All to the soundtrack of Captain Beefhearts ‘Zig Zag Wanderer’.

What public personality/celebrity have you been likened to and why?

That funny guy with a beard, you know ZacJackGalafaBlack. I have a beard.

If a reality program was made on your life, what would it be called?

Sans Stuart. I like to stay behind the camera.

View the video here

 

Digital Director, Luke Kelly takes five to talk about his role at HBT (and his unfortunate likeness to John McEnroe).

LUKEKELLY

When did you join HBT?

I joined HBT on the 10th November 2014

Which brands do you work on?

I don’t work on any particular account, however I’m in the process of introducing our newly formed digital services to all our clients.

What do you like most about your job?

The approach to digital is different at HBT. There are no preconceived ideals of what digital should be but more of what it could be. This makes my job enjoyable as we bend technology to work with our ideas.

What’s a great piece of creative branding advice you could share?

Digital is no different to conventional advertising. It should be used as a powerful tool to display your brand message and take the user through an experience that they will share and want to talk about.

What do you do when you’re not at work?

My family take up my entire weekend. However when I do get those rare spare moments I like to run, play tennis, fish and watch any sport on TV.

What public personality/celebrity have you been likened to and why?

John McEnroe, sad but true. In my tennis playing days I had a furious temper on court.

If a drink were to be named after you, what would it be called?

“TGI Monday” My weekend is always a write-off with family duties. The TGI Monday makes the weekend a blur.