The Work That Made Me: Will Macdonald
Will Macdonald is a senior creative working at Motion Sickness in Auckland, New Zealand.
天美棋牌> The ad from my childhood that stays with me:
Will> Around the time I first discovered my love for football (and YouTube) I became obsessed with . It was just fun to watch鈥攁nd it didn't feel like advertising. I showed my dad Ronaldinho鈥檚 crossbar challenge. He bought me the boots.
天美棋牌> The ad that made me want to get into the industry:
Will> When I started looking at old print ads (from the 60s, 70s, 80s) I realised advertising could actually be intelligent. There was nothing lazy about it. George Lois is a hero鈥攈is attitude towards creativity inspired me.
天美棋牌> The work that I keep revisiting:
Will> This changes by the hour but Playstation鈥檚 鈥樷 and Wrangler鈥檚 鈥樷 are on my Mount Rushmore. I see something new every time I watch them.
I love finding things that I like鈥攚hether it's music, films, photography, design, books, magazines, art, old, new, whatever鈥攁nd I think it's important to keep refining your personal taste. I have a deep appreciation for our legacy of advertising in New Zealand too.
Not all of it has aged gracefully but it鈥檚 good to go back through the archives of the iconic local work鈥攎ostly about beer.
天美棋牌> My first professional project:
Will> I wrote something forgettable on the side of a bike helmet for an insurance company. I also spent a lot of time writing headlines for BP鈥檚 鈥榗arefully curated鈥 range of pies. It wasn鈥檛 glamorous but someone had to do it.
天美棋牌>The piece of work that made me so angry I vowed to never make anything like that:
Will> Every job comes with its own unique set of frustrations and challenges. But moving on is a good skill to learn early. I鈥檓 still working on it.
天美棋牌> The piece of work that still makes me jealous:
Will> Recently I thought 鈥樷 for Visit Oslo was good. A tourism campaign through the eyes of a cynical local feels really authentic. The whole film has a nice style too.
There鈥檚 nothing wrong with a bit of irony or negativity鈥攊t鈥檚 an honest part of the human experience and we should embrace it more.
天美棋牌> The creative project that changed my career:
Will> My portfolio.
天美棋牌> The work that I鈥檓 proudest of:
Will> was a good time. The brief was to stop people from using the stove while they鈥檙e drunk or high. We made a cookbook with a bunch of recipes that didn鈥檛 need the stove but still satiated the munchies. We then tested the recipes in a kitchen built in the middle of town on a night out. Nothing makes you question your career choice like intently watching a drunk person make toast.
天美棋牌> I was involved in this and it makes me cringe:
Will> Honestly, it's all cringe on some level. But it鈥檚 fun, so I鈥檓 lucky.
