Paul Normington,  creative director on rucksacks, The Antiques Roadshow and the art of simplicity. - Amaze One

Paul Normington,  creative director on rucksacks, The Antiques Roadshow and the art of simplicity.

Paul Normington - Creative Director

Paul Normington – Creative Director

As featured in Shots – On My Radar: Paul Normington (May 2016)

What’s the best ad campaign you’ve seen recently?

Tricky… I was impressed recently by KBS’s campaign for BMW Eyes on Gigi. I thought it worked well as a digital campaign, especially on mobile. And although the concept was very simple (and didn’t say much creatively), I thought it took 360 video in a more engaging direction. If I was to improve anything, it would have been the campaign destination, as the experience ended quite abruptly. I wanted more!

The other ad which still impresses me; is AMV’s Smart ForFour (below). Although nearly a year old now, it is running again in the UK, and I really like the simplicity in the idea. It enlists one simple product insight, combined with timely humour and is executed very sweetly.

What website(s) do you use most regularly and why?

For personal/social reasons I spend a lot of time on Facebook. But I also find it a great creative resource and source of design inspiration – providing you like and follow the right types of people of course. Otherwise I spend what time I have perusing AOTW, The FWA and Fast Company.

What’s the most recent piece of tech that you’ve bought and why?

GoPro Hero 4 Silver. I’m expecting the arrival of my first child in a few months, so thought it was time to turn into that cringe-worthy father who films every damn thing.

What’s the last item – tech or otherwise – you bought that improved your life?

I’ve always been a bit of a snob when it comes to luggage and bags. And resisted trying to look like a skater-boy for many years, opting for leather satchels and messengers. But since buying a rucksack, I can safely say my work/commuting life has improved greatly. Sad I know… I’m clearly far too late to the party!
Facebook, Instagram or Twitter?

Hmm. Probably Instagram. I can get lost in it for hours. I’m not a fan of Twitter – It demands too much attention, therefore makes me feel inadequate!

What’s your favourite app on your phone and why?

Perhaps not a true app – but ‘Apple Music’. It has changed the way I listen and curate music. It’s much better than Spotify for discovering new music, and has integrated brilliantly with my existing music library.
What’s your favourite TV show and why?

I’m not sure I have one to be honest. I spend most of my TV watching on Netflix/ Apple TV, hammering through box-sets and below par B-movies. Although I am a sucker for The BBC’s Antiques Roadshow.

What film do you think everyone should have seen?

Elephant by Gus Van Sant.

Where were you when inspiration last struck?

Probably while having a shower. I always have more clarity away from my work desk, doing the mundane tasks – Driving, cooking, showering.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I think the shift from siloed creative thinking and delivery. I started agency life as a digital creative, and was always dumfounded by the ad industry’s fear and lack of understanding of it as a creative medium. That was nearly 20 years ago, and things have obviously changed for the better. So the change to through-the-line creative thinking has been the most fundamental change I’ve witnessed.

If there was one thing you could change about the advertising industry, what would it be?

The endless waffle! So many marketers overcomplicate what we do, with terminology and process. It really doesn’t have to be so hard. I always look to simplify everything I/we do.

Tell us one thing about yourself that most people won’t know…

If I was able to use a sewing machine, I probably wouldn’t be doing this – I’d likely be a fashion designer. But I’m very lucky that was the case!