Zoe LINES

What was your very first job? What does it feel like to look back at it now? 
My very first job was as a Saturday girl on the pharmacy counter at Boots in Cambridge. Belated apologies to anyone who I gave healthcare advice to! I remember the uniform being a rather snazzy A-line, striped maxi skirt with a matching tunic that people regularly mistook for a nurse’s uniform. Lucky me. What I did learn though was that it costs nothing to be nice to people… clear, friendly communication is key, no matter what industry or career you work in.

Please describe, in your own words, what your current job is and what work it entails.
I’m Lead Campaign Creative (aka Ted’s Art Director), responsible for creating all campaign content including stills, moving image and social, beginning with initial concept ideas through to delivering the creative production and communicating the vision of the business on a global scale. It’s both brilliant fun and an enormous challenge. I absolutely love it.

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?
As a kid I was never one for dolls, instead I spent hours drawing with my dad and working in my Nan’s photography studio, watching over their shoulders as they took classic ‘90s family portraits with terrible haircuts and sheepskin rugs. I went onto train as a graphic designer, developing a love for the ‘bigger picture’, which has led me to where I am today. Looking back, I feel like I was always meant to be an art director, I just didn’t know what that was when I was younger! I feel very lucky that I have a career that I love and feel very I’m very passionate about. 

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
For me, the key to keeping my work fresh and innovative is simple: Always do something different to any of our competitors. Take the time to really understand our brand andour customer. See what everyone else is doing and flip it on its head. Surprise our customers, raise a smile and always be memorable. Instagram is a great platform to find daily inspiration, but it’s easy to spend too much time on there, so make sure you look elsewhere too – it’s amazing how much inspiration I can find by just being observant on my commute.

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?
Definitely this year’s Christmas campaign! We shot it last week in a big mansion in Hammersmith, and it’s our biggest campaign to date. A full 360 vision, with a massive film crew and four shoots simultaneously. We designed the campaign to be social-first, but also with a heavy accent on top-quality photography and first-class filmmaking; being in charge on a set like this was hugely demanding, but the results have been worth it. I can’t wait to reveal them!