Dean Dawe, Designer, Feref

Your idea about the perfect working day:    Any perfect day would begin with a solid injection of coffee and croissants. Anything after that is a bonus. I most enjoy working on fairly open briefs where then the client has a clear aim but is open to create routes to achieve their goals. It’s being given the creative freedom on briefs that we all get the most satisfaction from and I believe the clients get a better end product.

Your muse best comes when:  I wake up, take a little stretch, take a deep breath of that London air and make my way to the Monday London underground Crush ! Mmm Re-freshing! Nothing says creative quite like the Central Line!   Looking at other creative showcases when you see the best of the best.  That is the most interesting - how they get off the starting block.

Favorite Brand Experience:  One of my favorite campaigns to date would be the Disturbia campaign.  Disturbia is about a bored teenager - stuck at home after being grounded - who starts spying on his neighbor and becomes convinced that he’s a serial killer. I wanted the creative to reflect these themes of horror and voyeurism, and came up with the idea of the blind you have to raise in order to see what’s happening. When you do this, you witness someone being murdered in a suburban house across the street before being directed to the movie website, further info and a competition. It’s a great banner because not only is it interactive and suspenseful, it also puts you right into the environment of the movie and plays to exactly the same voyeuristic impulses that motivate the main character in the film. The fit between the creative idea, the theme of the movie and the mindset of the audience is seamless.  We had a lot of positive feedback.  The client actually loved it - it was also great for the guys in the studio - and we were all thrilled with the outcome.