As part of our Favorite Brand Experience series, we’re pleased to bring you an interview with Andy Kinsella | Senior Producer | glue London

Your idea about the perfect working day:

A bit of variation is good. My projects usually mix up clever flash ads, campaign sites, interactive film, post-production, music and sound design, social media, mobile, digital outdoor and a heavy dose of innovation and research. If I can avoid Word docs and Excel spreadsheets for a day that’s a bonus. I work with a bunch of super talented people from all sorts of disciplines so there’s always something to get excited about.

Your muse best comes when:

There’s no specific time. Daydreaming on the tube, scanning through Google Reader, sat on the sofa at home, chatting with my mates, or when we get a small team of gluers together to rapid concept ideas. It’s also good to get out to exhibitions, events and talks. I’m interested in lots of stuff so anything could spark a thought.

How did you start working in digital advertising?

I studied Marketing at Lancaster University, and managed to convince my tutor to let me do an Independent Studies dissertation. I basically did it so I had one less exam to sit. I wrote 10,000 words about “Marketing on the Internet”. That was in 1999. It was fascinating. I never looked back. I also designed and built websites in my spare time to make some ££ – which I promptly spent on going out.

Who is your mentor/who do you admire?

I’ve been lucky enough to meet loads of amazing people so it’s not really fair to single anyone out. There’s been immense account men, superbrain planners, mad genius creatives, shit hot designers, and scarily smart technical wizards. When you get the right team – with the right mindset – on the right project – it makes anything possible.

Favorite Brand Experience:

I’m gonna have to pick a glue project, so I’m going with Toyota IQ. It’s not the most innovative work we’ve done but from an production point of view we cranked out some very polished ads in a very short space of time. Some interactivity, 3D work, actionscript, subtle sound design and logic carried off with a solid IQ brand message throughout the design. It was also part of a campaign which included Homepage takeovers, Digital Outdoor Transvision screens in Rail terminals and Escalator panels on the London Underground.