Will Tunstall – Creative Director @ New Media Maze

Your idea about the perfect working day:  “Relatively smooth from a client point of view.  No amends if possible and maybe a quick pint…”

Your muse best comes when:  “The moments when you wish you weren’t thinking about it.  On the way home – when you are doing something else not work related.  And of course with the team.”

Favorite Brand Experience:  “Cloverfield Campaign.  We do a lot of international work and it often goes off to other agencies to get localized.  We had a brief to create a suite of advertising formats.  The client wanted some kind of key art/hard-hitting advertising with video, expanding formats, but also needed more obscure formats to support viral advertising.   We created some fake news broadcasts – and used  bits of the trailer to suggest that they were ‘real’ news reports.  Halfway through the format it would break into the advertising.  The film took off due to the underground advertising that they did.  It ran really well on sites like MSN – because it looks like the news box within the page.  The campaign was successful because the advertising was not ‘obvious’ – it was great to do some lateral thinking. ”