It doesn't come off as a surprise to us that Rupert Allcock draws his personal inspiration from ordinary people doing unordinary things. Breaking expectations is pretty much what creativity is all about – it is where the award-winning works reside.
In that, Rupert is pretty good to say the least. His works are all incredibly creative, subverting expectations one way or another, or bringing together unexpected associations that will get your gears turning and your face shining with awe. You can tell he comes from a family of creatives.
For this Member Spotlight, we are learning more about Rupert and what brought him to the UK from his beloved Cape Town. Keep reading for some nice weekend inspiration!
Social Media campaign for co-working space Workshop17.
How did you get into the industry?
My dad was a Creative Director and Copywriter, and so I grew up enjoying the ads more than many of the tv shows and always wanted to work in the industry. When the Red & Yellow Creative School of Business opened its doors in Cape Town in 1994, I applied immediately, and haven’t looked back.
Where are you based now and who do you work for?
After recently returning to the UK from South Africa, I’m now based in Didcot, Oxfordshire, and I’m currently looking for a position in the industry.
Print ad and collectible poster celebrating 100 years of the Sunday Times.
If you weren’t in your current industry, what would you be doing?
Architecture or, perhaps, Archaeology.
Can you explain your creative process?
I absorb the brief, immerse myself in the product, and then try to identify human truths which are relevant and would resonate with the target audience. At the same time, I draw inspiration from the world around me that is current and meaningful to people.
How would you describe your style?
My style is probably classic disruptive, but I’m a big fan of humour, which is a great leveller that speaks to anyone, regardless of age or background.
Turning magazines into laptops. Tactical Print for LG
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Ordinary people doing extraordinary things inspire me the most. My hero in the industry is the late, great Brian Searle-Tripp, a founding member of Ogilvy & Mather, Rightford, Searle-Tripp & Makin, in Cape Town, and a founder of the Red & Yellow Creative School of Business.
How has technology affected the way you work?
Starting out as a junior in the late-nineties, I witnessed the transformation from the old school ‘analogue’ ways of hand-crafted presentations, type mark-ups and storyboards, to new digital skillsets where almost every aspect of the job is now achieved using a computer. Technology has made things a lot easier in so many ways, but its important to see it as a tool to realise one’s creativity, rather than the means to being creative.
Print campaign tackling the rise of e-books for BooksPlus
What’s your secret to staying inspired and motivated?
Someone once told me: ‘Action comes before motivation’. It’s true: if you get something done, the sense of achievement will motivate you to do the next thing. For example: going for a walk, or tidying up your desk, is the action; feeling that you’ve cleared your head, or the clutter around you, acts as the motivation to continue with your work.
What’s the work achievement you’re most proud of?
The ‘Feel at Home’ campaign for City Lodge Hotels, done at TBWA Hunt Lascaris, which not only won multiple awards,but created a positioning for the brand that is still in place today.
BMW C1 – ‘Evolution’
How do you recharge away from the office?
I try get a good night’s sleep, keep fit, and get out into nature as often as I can.
What is one tip that you would give to other aspiring creatives looking for work?
Don’t give up, keep your eyes on the prize.
What’s your one big hope for the future of the industry?
That Augmented Reality (AR) will take off sooner than expected, changing the way in which humanity operates on a day to day level, and opening up truly amazing possibilities in terms of communication and the communications industry. Imagine being able to personalise and customise your view of everything around you – to ‘skin’ your own reality – using a device.
‘Soggy Pants’, a TV commercial in the ‘Feel at Home’ campaign for City Lodge Hotels.
If you could change one thing about the industry, what would that be?
I would ban all bad advertising and design.
Do you have any websites, books or resources you would recommend?
Pinterest is great for reference. ‘Hey, Whipple, Squeeze This’ by Luke Sullivan and Sam Bennett, is still a fantastic read from a traditional advertising perspective. I also highly recommend self-upskilling using the wide range of tutorials available on video platforms like YouTube.