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John DE VRIES
Creative Director | HERE
Lee Clow judged his work for HEMA as "...the ultimate product demonstration" and the Royal Library of The Netherlands submitted one of his projects in its permanent collection. His work has been recognised multiple times at high profile award shows – both national and international.
He flexed his creative muscles at leading agencies such as J. Walter Thompson, Doom & Dickson, XXS, DDB&Co and BBDO, where he got the position of Creative Director. He started his own agency Here last year. With a new approach of servicing the client, with being bolder, more adaptable, faster with more fun and freedom, less overhead and more focus on the work, stripping everything that gets in the way of it. John is driven by the pursuit of always creating innovative work. A creator, crafter and director of impactful and original concepts that live in all matter of media. Alongside his daily work at his agency, he also acts as a mentor at the prestigious advertising course at the University for the Creative Arts in the UK.
questionnaire
1. What was your very first job? What does it feel like to look back at it now?
My very first job in advertising was being a studio guy at DDB where I learned a lot by very patented people around me. And the great work I gladly took part in got me sparked into be the creative I am today. Although my very first job was picking tomatoes. Being a fan of Spes Like us as kid, i said I was working for the The Ace Tomato Company. Which made is sound cooler.
2. How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery?
I remember illustrative posters, album sleeves, great 90s Nike ads not knowing that people were making this at agencies, getting paid for it as in a real job. I never linked as being a job you could choose and learn the craft to do so. When starting at DDB and reading the Bill Bernbach booklet you got as a new employee, with half century of thinking behind it, I realised that is what I wanted to do from then on.
3. In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
By not looking at ads and the industry work too much but pay attention at everything that is not. Inspiration is everywhere: people, culture, history, the arts and everything random the world is throwing at you. And where its most interesting is on the edges of it all.
4. If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
For a small account we had at my time at JWT, the Poetry club, who asked for standard ads to boost their membership, we made a poem instead. Brought it out as an actual publication by one of the most appreciated writer and poet. We launched it at a prestiges bookstore with the press and 'the author' present reading his new poetry collection. The copy of the poem was ordinary retail text of how to be a member with the perks you got.
5. Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most be interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, etc)
Film and photography is always where i'm interested in. New talent. And what that new talents does with the latest technologies.
