Unafraid and unintimidated by change, today’s emerging creative superstars reflect everything the ad industry aspires to be: diverse, principled, restlessly innovative and personally interwoven with the complex cultures marketers have consistently struggled to understand. These are the faces of a new creative class, and they’re ready to bulldoze every obstacle and outdated institution that gets in their way.
Kako Mendez and Robbin Ingvarsson
Associate Creative Directors, TBWA\Media Arts Lab
When it comes to the emotional power of film, Kako Mendez is a true believer—so much so that he created an app called Feelm that helps you find the right movie for your current mood rather than your favorite genre.
But the film buff can create just as well as he can curate, as proven by the masterpiece Mendez and TBWA\Media Arts Lab partner Robbin Ingvarsson dreamed up this year: Apple HomePod’s “Welcome Home,” directed by (fellow Creative 100 honoree) Spike Jonze and starring dancer FKA twigs.
The longform spot is a stunning piece of craft that combines surreal practical effects with mind-bending visuals, and it was a labor of love for the two associate creative directors.
“It gave us the opportunity to be on a set full of world-class artists,” Mendez says. “There’s no better learning and inspiring experience than that. And the reward was obvious—we got to make a piece that blew people’s minds and hearts away. It was wonderful to see your crazy little dream on a paper become real.”
The duo also led a 2017 visual rebrand of Apple Music and created dramatic spots for the MacBook Pro and Apple Watch.
Ingvarsson, who describes his home country of Sweden as “a culture that doesn’t pay an exaggerated respect to titles,” says a key to creative innovation is finding the balance between respecting those who’ve come before you and carving out your own path.
“Learn from people, collaborate with them,” he says, “but don’t shy away from questioning their ‘truths’—in the nicest of ways.”
Creative Director, CP+B
What can a pizza chain do? Oh sure, it can make pizza, but in 2018 that’s nowhere near enough. Can it fill the potholes in your town to help get your pizza home with maximum speed and minimal jostling? Can it create a wedding registry that’ll keep the happy couple in cheesy, saucy bliss? Can it give Ferris Bueller another day off?
For Domino’s, the answer to all of the above is yes, and the person we have to thank is Kelly McCormick. One of CP+B’s most prolific creatives since joining the Boulder office in 2010, she was promoted to creative director and lead on the Domino’s account in 2016, ushering in a new era of bizarrely charming innovations.
While most of the ideas—such as the Domino’s Wedding Registry and the modern recreation of Bueller’s run home, this time with Stranger Things’ Joe Keery—are silly, social media-savvy fun, her team’s newest idea for the brand shows that advertising can sometimes do more than just sell pizza.
With “Paving for Pizza,” Domino’s pays to repair damaged neighborhood roads, making it easier to get carry-out pizzas home unscathed but also cooking up some goodwill among all residents.
“I’m really proud of our latest Domino’s campaign in which we actually pave potholes and repair roads all over the country to help customers get their carryout pizza home in as pristine condition as possible,” McCormick says. “It’s a bold action for a pizza company to take, but something that really telegraphs how much Domino’s genuinely cares—both about their customer and about the sanctity of their product.”
Nicole Michels McDonagh and Shawn Herron
Group Creative Director and Creative Technology Director, Possible Seattle
If you’ve noticed (and hopefully appreciated) the lack of disposable straws in beachside cocktails recently, you’ve got Nicole Michels McDonagh and Shawn Herron to thank for it. The creative duo at Possible Seattle led the charge on Lonely Whale’s #StopSucking campaign encouraging businesses and consumers to avoid plastic straws, which have become a widespread source of pollution and a danger to wildlife.
A celebrity-packed PSA, shareable pledge and catchy hashtag fueled the movement, which helped reduce the number of straws used by 100 million in 2017.