As part of our series shining a spotlight on Creativepool Annual winners from last year, we sat down with Andrew Almendras, creative director at IMAX Creative, to discuss the company’s Brand Team of the Year gold award win.
Andrew offered up some pretty keen insights on the past, present, and future of our creative industries and had a lot of very nice things to say about the Creativepool Annual. So, without further ado…
How did you find out about the Creativepool Annual initially?
I first found out about Creativepool from my CMO and then explored the website and came across the Creativepool Annual.
Where do you keep your copy of the 2019 Annual?
We keep ours right on my desk where it’s accessible to everyone from IMAX Creative and the company (given we work in an open-plan space).
Will you be entering again this year? And if so, what are your hopes?
We will be entering again and we will have to wait and see! Lots of talented teams and great work out there!
How do you feel the creative landscape shifted in 2019?
I always view the creative landscape in cycles – the past always influences the future and there are trends but I always find it inspirational to see how the landscape reimagines creative.
Did the Annual placing open up any exciting new opportunities for you last year?
The Annual placing provided us a good platform to jump off from. It opened up some new creative opportunities for us to tackle and positioned us as a true strategic partner within our organisation. Projects that were much more complex, that challenged our thinking and that tapped into our breadth of capabilities became much more available for us to tackle.
What do you think it is about the Creativepool Annual that sets it apart from other awards within the creative industries?
I find the Creativepool Annual to be a good hybrid between commercial and art where craft and purpose are celebrated hand-in-hand.
On a more general level, do you think awards and award ceremonies are still an important part of the creative landscape?
I find that awards and award ceremonies are rites of passages for teams and individuals – it builds confidence in the work that we are producing and a form of measurement. However, awards and award ceremonies are not the end-all, be-all. The most important is that the creative is fit for purpose and achieves its objectives – that to me indicates true success.
What are your hopes for 2020 and will you be attending the Annual launch party this year?
My hope for 2020 for my team is to push creative to the next level and ensure we continue to produce creative that is fit for purpose – stretching the creative mind is key in achieving this. Unfortunately, since we are based in Los Angeles, it will be difficult for IMAX Creative to attend the Annual launch party but our colleagues in London will be able to attend.
What advice would you give you agencies and individuals looking to make an impression and earn a place in this year’s Annual?
My advice is to produce creative that solves problems and serves a purpose – whether it be communicating a certain message to consumers or breaking through the noisy clutter – it’s important that the creative strategy and reasoning is strong behind the work product.
Submit your work today for the Creativepool Annual 2020. To enter your best work from 2019, to be included in the Annual 2020, click HERE and to nominate Agency/Brand, Newcomer, Influencer of the Year or Best Place to Work click HERE. Best of luck and we look forward to seeing you at the Annual launch party on May 28th.