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Creative

Offset Boring Work

4 min read

Hannah-Louise Dunne, Head of Content Partnerships

by Hannah-Louise Dunne, Head of Content Partnerships

Core Creative

Ten years since its launch, Offset kicked off its annual Dublin celebration of creativity, design and inspirational speakers in the Point Square last weekend.

And while the location was different, the line-up remained true to its tradition with a diverse range of thought-provoking speakers taking to the stage over the three days.

From a discussion on the agencies of change at play in the wider industry to a deep look at the creative process behind some of the most exciting visual creative work across the globe, here are four take-outs from this year’s festival.

Change is Here

In a panel discussion hosted by IAPI, speakers including Core Creative’s Emma Heaton discussed the changing nature of Irish society – and how agencies, as creators of influential communications and marketing, have helped to drive and respond to this change in the way in which campaigns and creative are crafted.  Along with discussing the broader societal changes taking place, the talk discussed ways in which agencies and marketers across the industry are adapting to the changing nature of the industry and working to craft the new agencies of the future.

Don’t Stop

Speaking to a packed house on the main stage on Saturday, Publicis’s Carol Lambert enthralled the audience with her Eight Lessons for a Creative Life. From being obsessive about every single detail of campaigns to the importance of surrounding yourself with talented people, our favourite lesson was her indictment to never stop striving to do great work – no matter what the barrier. Inspirational and practical advice.

There is a Method to Making Magic

Author and illustrator, Jon McNaught, showcased the method behind his creative process, as he talked audiences through his latest book, Kingdom. A beautifully realised work, he discussed the in-depth creative process that went into creating the narrative, which immerses readers in a family holiday in a seaside caravan park.

Inspired by his own childhood trips along the British coast, Jon spent four years sketching, researching and refining the story. With each detail throughout the book perfectly imagined, he described the creative process as an intuitive – and involved – one explaining: “It’s a bit like how memories feel. It’s not one linear thing, they are snapshots in time and that’s what comics can do.”

Don’t Dumb Down

A headline act on Friday night, Droga5’s Executive Creative Directors, Alexander Nowak and Felix Richter, gave attendees an inside view into the agency’s award-winning work for brands like Under Armour and Hennessy. And chief amongst their advice is that creative work should not aim to over-simplify the message. Citing the success of their work such as ‘I Will What I Want’ featuring Gisele Bündchen, they highlighted the importance of reflecting the complexity of life through creative.

An action-packed weekend, other highlights included an invigorating talk by acclaimed artist and designer, James Victorie and a look-back at the global impact of the work of graphic designer, Lance Wyman.  While stand-out discussions included Saturday’s panel on ‘The Power of the Side Project’, which featured panellists including Ailbhe Keane of Izzy Wheels, Aaron Duffy and Rich Gilligan amongst others on their successful passion projects, along with on-site workshops with Facebook’s Art Department.

Another successful year, you can catch up with content from this year’s line-up on site and get inspiration from previous speakers here.

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