On My Radar: Bruce St Clair

What the most creative advertising idea you’ve seen recently?

Most definitely the latest one for Lacoste. We’ve seen that type of anger reflected in falling debris before but taking it to this extreme was a joy to watch. Masterfully executed. It’s a perfect example of a brand owning what it represents without having to showcase the product.

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

I use Norsis quite a lot because it keeps me up to date with interiors and style and a lot of FX sites too. Keeping up to date with the gadgets allows me creative freedom. Love Instagram, of course; I try to follow as many DP’s, directors and photographers as possible.

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

A laser measurer/pointer thingy; brilliant. To measure a space that I bought. I love it! It also drives the dogs bonkers.

What product could you not live without? 

Steak and toothpaste. iPhone is pretty much up there too.

What’s the best film you’ve seen over the last year?

I watch so many films it’s hard to say. The last one I saw was a French one a couple of days ago, terrible (can’t say which one!) The best was undoubtedly Roma; a true masterpiece, one of a kind. Once you get involved in the cinematographic language [Alfonso] Cuarón wants to get you into, being part of his childhood is quite an incredibly filmic experience. I loved it.

What film do you think everyone should have seen and why?

I think everyone should have seen Interstellar. The journey and sacrifice of one man as he realises what he’s missed in his life, it moved me. Amazingly filmed.

What’s your preferred social media platform and why?

Instagram, keeps me up to date. A picture is worth a thousand words. I love the internet, it’s definitely the most important invention since the steam engine for sure, perhaps even more. I also use NOWNESS a lot.

What’s your favourite TV show and why? 

Masterchef. Love to cook.

What’s your favourite podcast?

Never listened to one I’m afraid, not really into it. 

What show/exhibition has most inspired you recently?

The Giacometti in the Prado, Madrid. I hadn’t seen any of his work in person and it was unexpectedly inspiring.

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

The internet changed everything. The amount of different social platforms is quite astounding. The possibilities are limitless.

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

Wasting way less time and energy on treatments; drives me mad. Single bids are ideal.