Pauline KERLEROUX

Creative Director | MEDIA ARTS LAB

I was born and raised in Brittany, France.

Straight after graduating from Penninghen Paris, I moved to Prague on a gut feeling, and stayed there for 6 years. There I met Adela Svobodova, with whom we set Adela&Pauline, our graphic design studio (Adela-pauline.net). We worked mostly in the cultural sphere, designing art books and exhibitions. I also learned Czech, a language where my French accent is much more subtle than it is in English (you can only trust me here). I now live in London, and work as a creative director at TBWA\Media Arts Lab, an advertising agency dedicated to Apple. In parallel I illustrate children books. 

 

questionnaire

What was your very first job? What does it feel like to look back at it now? 

My very first job was at Alba Design Press, Prague. I was the only employee of Czech graphic designer Alan Zaruba.

He was a generous mentor, very enthusiastic and encouraging. 

We traveled together through eastern Europe, from Warsaw to Ljubljana, to install the typography exhibition he had curated, e-a-t (experiment and typography).

He also moderated for quite a few years the very sought after symposiums of the Graphic Design Biennial in Brno, another great opportunity to see amazing work from around the world, and meet inspiring designers.

 

Please describe, in your own words, what your current job is and what work it entails.

I now work as a creative director at Media Arts Lab London.

I’m currently responsible for the French market. This means I should know what’s up in France and understand its cultural nuances, in order to generate compelling work that feels right both for Apple and the French audience.

 

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? Which train of events did bring you to where you are today?

 

There has been key people at key moments of my life.

- Alain Le Quernec. He was my art teacher in high school (besides being one of the main figures of graphic design in France and abroad). He told me drawing could turn into a job. 

- Alan Zaruba, my first employer, mentioned above.

- Adela Svobodova, my friend and partner at Adela&Pauline.

- Thomas Gerbeaux, my friend from childhood. While working with Alan, we launched together Carwash, a lifestyle magazine about cars. I was in Prague, he was in Paris, we did it all via the internet! We published 2 issues, distributed worldwide. Most contributing photographers were friends from Prague. 

- Tereza Sverakova, creative director at Leagas Delaney Prague at the time. Their main client was Skoda. She liked Carwash and hired me as an art director

- Thomas Gerbeaux - again. Told me Media Arts Lab was looking for an art director, so I applied and moved to London. I am still at Media Arts Lab, working now as a creative director. We are also about to publish our second children book - he writes, I draw.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I like to keep a sort of outsider attitude by working on different things at the same time, from art direction to graphic design to illustration. I take them all as seriously, but it helps me stay fresh. And when one project goes through a crisis - there is at least always one to cheer me up!

 

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?

It would be a series of digital typographical animations we made this year for Apple, for the German market. The campaign was extremely sharp and pin point; the messages were thought provoking, the typographical animations were bold and elegant, perfectly crafted. A cool combination of graphic design and advertising.

 

 

jury

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Executive Producer | MINTED CONTENT
Global Director of Creative Media | BURBERRY
Head of Creative | HUNTER BOOT
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Global Creative & Content Director | AVON
Head of Design | LUCKY GENERALS
Creative Director | LEGO
Head of Design | LEO BURNETT
Executive Creative Director | BEAMLY
Executive Creative Director | LEO BURNETT
Creative Business Consultant | 60 LAYER OF CAKE
Executive Creative Director | WPP
Executive Creative Director | MCCANN
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Head of Creative | MTV EUROPE
Head of Film | HAVAS
Executive Creative Director | THJNK
Director of Production | FCB INFERNO
Head of Production | CRAFT WW
Creative Director | FRENCH CONNECTION
Group Creative Director | AKQA
Visual Director | VCCP
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Executive Creative Director | HUGE
Senior Creative | BETC
Head of Content | SPARK 44
Creative Director |
Manager of Creative Production | TJX EUROPE
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Executive Creative Director | TBWA
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Creative Content Manager | CHARLOTTE TILBURY
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Art Director | CONDE NAST
Creative Director | MEDIA ARTS LAB
Director of Creative Services | BODEN
Creative Director | STUDIO ALISTAIR GIBBS
Head of Creative | PENHALIGON'S
Creative Director | SMYTHSON
Creative Director | CLICK UK
Creative Director | BENJAMIN GRILLON
Head of Digital | MOTHER
Head of Photography | BBC
Head of Art Buying | LEO BURNETT
Creative Director | H+K STRATEGIES
Head of Creative | ELEMIS
Managing Director | VCCP
Art Buyer | PROXIMITY LONDON
Head of Art Buying | IRIS WORLDWIDE
Image Director | RALPH & RUSSO
Executive Creative Director | OGILVY
Creative Director | PORTAS AGENCY
Creative Director | BB235 LLC
Brand Communications | PERNOD RICARD
Head of TV | THIS IS NOW
Brand Director | ORLA KIELY
Creative Director | MEDIA ARTS LAB
Design Executive | PENHALIGON'S
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Creative Director | BRITISH AIRWAYS
Chief Creative Officer | R/GA
Lead Campaign Creative | TED BAKER
Head of Moving Image| ST LUKE'S
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Executive Creative Director | SPARK 44
Executive Creative Director | 4CREATIVE
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Head of Photography | ADAM & EVE DDB
Director of Marketing | FENWICK
Head of Art
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Director of Creative Services | BODEN
Creative Director | R/GA
Creative Director | BJL
Executive Creative Director | PUBLICIS
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Creative Director | M&C SAATCHI ACCELERATOR
Head of Global Creative Design | JO MALONE
Executive Producer | MR RANDLE
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Head of Creative Design | LLOYDS BANKING
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Global Marketing & Brand Director
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H.d of Creative for Innovation and Technology | BBC
Head of Communications | BEN & JERRY'S
Head of Art | MOTHER
Art Director | GALLERY 46
Director of Art Buying | HAVAS
Head of Brand Creative | HACKETT
Dir. of Brand & Marketing | HUTCHISON 3
Creative Director | BETC LONDON
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General Manager | ATLANTIC RECORDS
Head of Creative | WARNER MUSIC
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Creative Production Manager | JACK WILLS
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