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MARK SEPHTON'S SECRET INGREDIENTS FOR GREAT IDEAS Lego
RIGHT Behind the scenes on the Bournemouth Film School ad shoot
Advertising creative Mark Sephton studied for his foundation diploma at Bournemouth and Poole College of Art and Design before embarking on a career that’s seen him work with the likes of Volkswagen, Red Bull and the WWF. He reveals his inspirations, explains his creative process and tells the story of how a patch of grass inspired him to start his own agency, Creative Forager. Plenty of people know they want to work in a creative capacity from an early age, but what made you want to work in advertising in particular? I enjoyed art when I was at school and liked the idea of doing something with it as a career, but I wasn’t exactly sure what that would be. When I was 15, my mum worked with a man called Rick Fink and he had a son called Graham. Graham happened to be (and still is) one of the most creative people in advertising. We went up to see him in his office on Euston Road in London where he gave us a tour of the agency, showed me an amazing showreel of ads and spared a valuable 45 minutes of his time to explain what he does. From that moment, I knew I wanted to work in advertising. Can you remember the moment you decided to break out from full-time agency life and work for yourself? I was creative director of a mid-sized advertising agency. There were about 60 of us working there, and I was beginning to feel creatively
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“” IT’S TIME TO
MAKE THE LEAP AND GET OUT THERE INTO THE BIG GREEN!
stifled. One morning I took a break outside to get a bit of fresh air. I was on my phone and wandered into a large field. It was the lushest, greenest field you could imagine, but there was this solitary white spot of dead grass. I had a realisation right there and then. I thought to myself, ‘Is this a sign? There’s a world of opportunity out there, and this place is killing my creativity. It’s time to make the leap and get out there into the big green! What was your most outlandish pitch or idea that got a green light from a client? One client wanted to communicate that it was the sponsor of a large art event by the sea.
Album artwork by Hipgnosis
I SUGGESTED THAT A SIXMETRE HIGH, INFLATABLE PINK SHELL WAS THE ANSWER AND THEY LOVED IT. The client was none other than Arts University Bournemouth. Would you consider this to be your favourite idea? I’m very fond of the Big Pink Shell, but I think my favourite piece of work is the Mirrored Beach Hut. It was a very unassuming project that ended up going viral and winning a Wood Pencil at the 2016 D&AD awards.
Mexican Wrestling Masks
How do you formulate your ideas? Is it similar for every brief? I think it is similar. I read the brief and try to understand the
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