Of all the roles in the creative industries, Creative Director is arguably one of the most coveted. It’s a role that means a thousand different things at once and offers complete creative control. But to be a CD at an agency means you’re still answering to someone (lots of people, actually) and will need to tow the company line from time to time.
What if, however, you were a freelance CD? That way, you’d be able to bounce from project to project and from brands to agency without missing a beat and taking everything you learnt from each one with you to the next. This is the realty for Hayden Peek, a freelance CD and founder of his own creative studio “Rebel Future.”
How did you get into the industry?
I studied Graphic Design at the University of Lincoln. When I left in 2005, I retuned to my parents house in the Essex countryside and quickly got depressed. The party was over and there wasn’t many Graphic Designer opportunities in Essex at that time. I set my PC up in the corner of the lounge and stayed up all night making personal work and entering design competitions.
I must of emailed over 200 Design companies in London before one got back to me and gave me my first job. The salary was modest, but it meant I could afford to escape my parents and rent a flat in London with my girlfriend. The design studio was more focused on traditional (print) work, which wasn’t really my thing and after 14 months the boss took me into the meeting room and fired me.
But, I had some professional work and a year in a London design studio on my CV. Plus, I learned some very valuable lessons. Like; be on time, don’t answer your phone during a meeting and sometimes the client is right! This opened doors to other opportunities in London that I did everything to make the most of. I’m very grateful to the owner of that small studio for giving me a chance. Cheers Matthew Shaw.
Where are you based now and who do you work for?
After 10 years living in London, I now live on the Essex coast. There’s lots of outside space and it’s easy to get into London. So a best of both thing going on. I have a small studio in a co-working space about 20 minute walk from my house.
I prefer to leave my house and go somewhere for work, easier to focus and get in the right mindset. After a 6/7 years of Freelancing, I’ve set up my own creative studio called ‘Rebel Future’. My clients range from established agencies and brands to startups and SMEs.
If you weren’t in your current industry, what would you be doing?
Tough one. Mum says I was drawing at 18 months old and ever since I saw the cover for Wipeout 2097 (PlayStation) all I ever wanted to do was be in the creative and entertainment industries. I love film, design, illustration, animation, photography, video games, special effects, copywriting - Being a Creative Director is the perfect job for me. I literally can’t imagine living any other way. How boring.
Wait a minute… I’d be a world famous Electronic Musician. Playing thunderous breakbeats and shining mad lasers to crowds all over the globe. That would be good.
Can you explain your creative process? What makes it unique?
I don’t have a ‘process’. Each brief is treated with a blank slate (Google Slides deck). This is very important, and more difficult that it sounds. When you’re busy, it’s easy for different projects to blend into one another and to fall back on old tricks and techniques that have worked in the past.
Another thing, I won’t stop working until I know I have something exciting and unique. It’s a concentrated period of intense focus, which can mean late nights and working over the weekend. But, if it’s on my terms, I don’t have a problem putting in the hours to conceive an idea worth making.
At some point lots of people will be involved and if I don’t love it and believe in it, how can I get the wider team to believe in it and give it everything they’ve got? A lot of people think that being a leader means less work, in my experience it’s the complete opposite. You work harder to raise the bar as high as possible.
How would you describe your style?
I like anything with energy, integrity and zero compromise. I do everything possible to give my work these qualities.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Liam Howlett. Shigeru Miyamoto. Steven Spielberg. Malika Favre. Laurent Garnier. Alex Garland. Charlotte de Witte. Simon Stålenhag. Hans Zimmer. Kurt Russell. Run the Jewels. Banksy. Andrey Kasay. Marty O’Donnell. Edgar Wright. Henri Prestes. John Carpenter. Carl Cox. Tristan Eaton. George Lucas. James Cameron. Jan de Bont. Paula Temple. The Wachowskis. Pablo Picasso. Tim Urban. Carl Sagan. Paul Verhoeven. Michael Marshall Smith. Ridley Scott. Tim Saccenti. Hayao Miyazaki. Faile. David Bowie. Tobias Hägg. Anthony Burrill. Eduard_ov. Thomas Heatherwick. Denis Villeneuve. MIA. Nick Park and Aardman. Riker from Star Trek TNG. Don Draper. Sonic the Hedgehog.
As for heroes in the industry. It’s the hard working and brilliant people I constantly bump into and end up working with. The dynamism, energy and enthusiasm I encounter is infectious and enjoyable to be around.
What tips would you give to aspiring creatives looking for work?
I think the number one quality is to be self motivated. Don’t wait for other people to give you things to do. Don’t wait to be discovered. Do the kind of work you want to do and share it far and wide. I know designers working at world famous agencies who’ve been hired because of their sick Instagram feed.
What tips would you give to other professionals to get more clients?
One thing that does annoy me is when people don’t credit and acknowledge their team and collaborators. Like they’re trying to take all of the credit for a project. Don’t do that. Be honest about your role in a project. That’s much more useful for a studio manager / Creative Director to see. So yeah, clearly communicate your role in a project, rather than trying to take credit for the whole thing.
What kind of tools/kit/software could you not do without?
Starting with the most important: MacBook Pro. The internet. Google Slides. Techno DJ sets on my Koss PortaPro headphones. Coffee. Email. Adobe Photoshop. Instagram. YouTube. Google search. DropBox. Pilot V5 hi-techpoint pen. A4 paper from the printer.
What’s your secret to staying inspired and motivated?
I’m always looking to see and experience new things. When I find something great (even if it’s old and just new to me) I get a burst of energy to try and make something just as good.
What’s the work achievement you’re most proud of?
Managing to conquer fear/self doubt and sustain successful career as a freelance Creative Director in London. Then actually getting paid to do the kind of work I want to do and managing to do it with great people that I admire and respect.
What is the one thing that you would change about the industry?
More time for creatives on briefs (obviously). Also, different departments should swap roles regularly to better empathise with each other. Too much inter-departmental friction out there.
Any websites, books or resources you would recommend?
On a professional level, the 1,168 page novel Atlas Shrugged by Ayn Rand has proved the most useful. It’s a flawed but insightful breakdown of human nature in the context of a modern industrialised society. Written in the 50s. Still relevant.
On the opposite end of the literary spectrum, Douglas Adams’ ‘Hitchhikers Guide to the Galaxy’ is a breathlessly funny and inventive novel. So effortless (often the mark of something truly brilliant). I read it from cover to cover in one sitting, finishing at 6am.
