Pete Collins, Interactive Designer, Tea Creative

Your perfect working day: “An unstressful journey into work would be high on the list.  Then to sit down and have a brainstorm on a new project that has come in – an exciting brief and if it was a Friday, then a few pints wouldn’t hurt in the sunshine at lunchtime, assuming there is sunshine …and a few games of pool on the office’s table.”

Your muse best comes when:  “I seem to have to take myself out of the work situation – it’s great to be with other people when you are talking about ideas.  But when I go to implement an idea, my own space is important – just to go out and walk around is when I am most creative. ”

What needs to be changed/improved in the industry?  “One thing that we would really like is global specifications -that would be really beneficial for me to build campaigns.  We basically built an international tool kit which gets sent out globally and different agencies adapt it to their territory.  If I build an ad, I have to come up with an idea that will work globally.  It is very difficult to gauge when there is no overall format size across all sites.”

Favorite Brand Experience:   “Spiderwick has been our best campaign to date on all levels.  We answered the brief above our own expectations and hopefully above the client’s expectations.  We thought it worked really well for the film and it gave the users an understanding of what the film was about – emphasizing the fantasy side.  Expandable banners are definitely my favorite format – you can create a micro-site within the formats.  The expandable banners really gave us an opportunity to show the different levels of the film – what we are trying to do with expandable ads is to constantly push the creativity. “