On My Radar: Bryan Houlette

Bryan Houlette is a creative director at Eleven Inc. San Francisco, leading the creative teams on Virgin America and Dignity Health, as well as new business at the agency.

Beginning his career in advertising at Goodby, Silverstein & Partners, where he spent seven years as art director on accounts including Adobe, Got Milk? and Nintendo, he also worked at BBDO SF before moving to Eleven Inc.

Houlette has picked up many of the industry's top awards as well as judged and spoken internationally on the topic of design and advertising. Below he turns his attention to his creative radar for shots, listing a recent Halloween spot and memories of Hawaiian paradise in the mix as he nurses a knee injury at his San Francisco home.

What’s the best ad campaign you’ve seen recently?

I really like what IKEA has been up to lately. Its spot for Halloween and staying open late is great. It's an homage to Kubrick's The shining and has the kid on his little three-wheeler riding through a store at night. Of course it has the twins and clever details like "red rug" written backwards on the wall.

What website(s) do you use most regularly and why?

Gmail. That's a joke, but for real. Besides email all day, when I do get a chance, I like using Pinterest. It's a great way to find and collect inspiration across all different categories.

What’s the most recent piece of tech that you’ve bought and why?

The iPhone 6. But this is the first time where I finally felt like a sucker falling for the ‘next great thing from Apple’.

Facebook or Twitter?

Facebook. Though rarely these days. I’m kind of over it, but just can't get myself to shut it down just yet.

What’s your favourite app on your phone and why?

Uber - bam, your car is here. And I use Rdio and Instagram all the time.

What’s your favourite TV show and why?

True Detective. The acting is incredible and the dark storylines are pretty interesting to follow along. Can't wait to see what they do for season 2 and switching out the actors. I'll be bummed to see those two guys go though.

What film do you think everyone should have seen?

Tommy Boy.

Where were you when inspiration last struck?

Out surfing. No, probably not, but that sounds more interesting than 500 Sansome Street, San Francisco. I’m land-locked for a while recovering from a knee operation. Immersing yourself in nature is a great way to clear your mind to let inspiration in.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The biggest change that I've seen is how digital/interactive have now become the norm. Not too long ago it was like the crazy stepchild that no one really knew what to do with our how to play with.

If there was one thing you could change about the advertising industry, what would it be?

Remove the fear that exists everywhere. We all need to be more bold and brave; from the clients down to the creatives. Believe in something and go for it.

What or who has most influenced your career and why?

Beginning my ad career over at Goodby had a huge influence on me. At the time I started there just over 10 years ago the spirit was, come up with the crazy idea and we'll figure out a way to make it happen. A partner/friend of mine once responded to a client who asked: "how will you be able to do that?" with, "we're magicians." I've always remembered that and tried to believe in it.

Tell us one thing about yourself that most people won’t know…

I once lived in Maui for about a year after college with my good friends. None of us wanted to jump right into a career. It was the best time of my life. We "worked" a little, but mostly surfed and hung out at the beach and enjoyed life. It would maybe be nice to someday bookend my career that way. Hawaii is a magical place.