Alex Donne-Johnson is a multidisciplinary creative living and working in London. His work has been featured in numerous magazines and books. Computer Arts magazine named him a 'Leading creative' and he's been hired directly by clients such as adidas, NDCS, Wateraid, Levi's, Red Bull aswell as independent record labels and start up businesses.
Creativepool: creativepool.com/AlexJohnson
Website: vectormeldrew.com
Facebook: facebook.com/vector.meldrew
Twitter: @vectormeldrew
Google+: +VectorMeldrew
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How long have you been a Freelancer for?
7 years.
Describe your work in one sentence.
Creative and Animation Director.
Who are some of the clients you have worked for?
adidas, Red Bull, Wateraid, Levi's, LOCOG, Activision, National Deaf Children’s Society.
What's the most important thing you've learned in your line of work?
Keep learning; keep experimenting with new techniques and technology.
What attracted you to your chosen field?
It all started as a joke really. I was working at a music magazine back in 2002 and my job was taking it digital. Back then I used to design websites, but this needed a whole digital strategy to drive traffic and build a community, something i had never done before. On April fools day we ran a joke about a group of musicians with a ridiculous past, we posed for a photo shoot and said things like they we were 'big in Japan'. Funnily enough a lot of industry people took it seriously. A&R scouts from big record labels were phoning us to try and sign the group and people were asking where to buy the music.
The editor and myself came up with the idea of creating a humorous animation around this concept that we would email out to drive traffic, it eventually helped build a whole online community. The series became more popular with celebrities such as Missy Elliott requesting to be featured; it eventually landed a broadcast deal on a European satellite TV channel.
The term 'viral marketing' wasn't really about then but this was basically what we were thinking. The animation was shockingly bad however it made me realise I wanted to improve on this.
Tell us about your best project to date.
adidas recently commissioned a strategy project I pitched to them, tailored to their brand and the relationships between fashion and music culture. The aim was to create an art exhibition and series of live music events. The marketing strategy included directing a series of documentary style videos. The art exhibition ran for a week at a unique pop up venue in Shoreditch, London. This included photography, artwork and a projection mapped sculpture. There were intense deadlines a large workload but it allowed me to draw on skills outside of my comfort area.
What sets you apart from your competitors?
I try not to pigeonhole myself with styles or techniques. Trends can change at any moment and things become outdated. I think it's important to stay up to date with technology, even if it doesn't relate directly to your work it can affect you.
If you could work on any project for any company/organisation, what would it be and who would it be for?
I'd like to rebrand 'The Only Way Is Essex'. They aren't allowed to wear make up and the script would revolve around discussing topics such as the 'advantages of a free market' and 'the meaning of life'.
What frustrates you the most about your job?
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What pearl of wisdom can you offer to someone thinking about starting out as a freelancer?
In terms of your personal wellbeing it’s important to keep a healthy work/life balance, when the work is there it’s easy to get snowed under and work crazy hours.
Professionally speaking it’s always important to focus on gaining experience. The best way is to try to identify which jobs are right for this, if this isn’t possible then allow personal time for learning.
If you could have ONE super power, what would it be?
I’d get ‘Bernard’s watch’ to stop time. Just to get those extra bits done. Maybe even some time travel, just for fun.
What's your favourite bit of kit?
Probably my iPhone… that thing is like an extension of myself already. I think most people are already cyborgs without even knowing it.
Tell us a random fact about yourself.
I once went on a TV computer games show where i had to challenge my science teacher to a 'beat em up' game. He won and i got thrown into an aztec styled pit by 2 burly warrior guys.
What is your favourite app?
TeamViewer… being able to control my computer from anywhere is amazing. Being able to send render files whilst out and about ... or just when you don't want to move to the other room.
Facebook or Twitter?
Twitter. Ever since that 'Chairs' campaign my faith in Mr Zuckerberg has been questioned… Sorry Mark.
Eat in or out?
Definitely eat in, love cooking. Sometimes it even tastes nice…
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