The Idea Bounty interview: Lyall Coburn

We are going to keep the Idea Bounty blog flowing over with stuff about ideas, stimulating oddities and titbits about new and exciting developments in the creative space. We think that our first interviewee meets all of these criteria.

Lyall is currently creating (as he likes to call his role) for 180 Amsterdam, primarily on the global adidas account. He describes himself as ‘Half Creative, half Director with a background in Art Direction, Design, Animation & Photography.’

 

For our launch he agreed to have his brain picked. Here are the results.Enjoy.

"(Idea bounty) Who is Lyall Coburn? Tell us a bit about your career as a creative.

(Lyall) My career has pretty much been made up a day at a time, as I went along. I've spent time as a graphic designer, art director, animator, photographer, and a director. Right now I am working as kind of a split between a creative and a director. The plus is that I can direct my own ideas; the downside is that I have to endure the months of actually selling in the idea to the client before getting to make it.

You worked as a 'new media' designer back in the day. Is the term 'new media' even relevant these days?

Not relevant at all. There are no media types now. Just spaces to show your creations. The digital and interactive space is the standard now, and you filter your work outward towards traditional (old) media. In fact most of my film work now has some kind of an interactive component. Right now, if you are making commercial films, you better embrace digital, or soon you will not be making any films at all.

As people moved online, did design change or just get slapped onto a new medium?

Design is always in a state of flux.

With people being so connected and creative portfolios, 'viral' TV ads etc flying around and so easily accessible thanks to our good friends at Google, does the internet inspire or promote copying?

I think it's keeping artists moving faster, creating more. That said, I try to not look at too much other work. There is a lot of cool shit out there, and you run the risk of unintentional subconscious download.

About ideas now.... What makes a great piece of communication - the idea or the way its crafted? I suppose can you polish a turd?

It's all about the idea. Moving over from the typical production company model to work as this hybrid creative/director inside an agency has really drilled into me that you can't save a shitty idea with a million euros worth of special effects.

With the kind of thing we are doing with Idea bounty (crowdsourcing ideas), where do you see the Ad Agencies role? Will they ever embrace these kind of solutions?

The idea can come from anywhere. Although agencies bring insight, strategy, and a room with a mirror that lifts up to reveal a projector behind it like in a James Bond film.  That you can't get from a hipster alt-bro on Cobra Snake."

I hope you enjoyed that!  Now that your brains are gushing with thoughts I suggest you all tackle the brief if you have not already.

Watch this space for our interview with the mysterious Joe La Pompe (The best way to watch this space is our RSS feed.)