On My Radar: Henry Croston
Presence director Henry Croston offers up fighting words over Paddington 2 and chooses the "least artistic" TV show as his favourite as he reveals what's on his creative radar.
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What’s the most creative advertising idea you’ve seen recently?
I think the enormous Ikea bag on Oxford Street definitely serves a purpose and covers up horrible scaffolding, which is a bonus.
What website(s) do you use most regularly?
Unfortunately, nothing too original. I use YouTube and Instagram a lot. Both of them allow me to look at a profound mixture of great work and shit memes.
What’s the most recent piece of tech that you’ve bought?
Not to brag, but I just bought an Mac Book Air. I know, impressive, but it’s important people remember I’m just a normal guy.
What product could you not live without?
Caviar.
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What’s the best film you’ve seen over the last year?
I loved Iron Claw and Poor Things and All of Us Strangers and The Zone of Interest and The Holdovers.
What film do you think everyone should have seen?
Paddington 2 is an example of some of the best filmmaking of the past 20 years. Fight me.
What’s your preferred social media platform?
Instagram; although there is a large amount of content that rots your brain, there is also some really brilliant work from photographers and filmmakers alike.
What’s your favourite TV show?
This answer is possibly the least artistic but I will die on this hill. Top Gear circa 2005-2012, I think it's just because I grew up with it. A full comfort watch.
What’s your favourite podcast?
Big fan of Off Menu and the Adam Buxton Podcast; great guests and they sometimes make me laugh out loud on the train and get weird looks.
What show/exhibition has most inspired you recently?
I can’t say I am cultured enough to have been to anything super-recently, but any exhibition with great street photography always alights some sort of inspiration.
If you could only listen to one music artist from now on, who would it be?
Another slightly unbearable answer; Chet Baker. I can’t truly put my finger on why I love his music so much, but most likely is that he manages to inspire images in my head from nothing.
If there was one thing you could change about the advertising industry, what would it be?
I personally think it’s for the good of mankind if I was allowed to make more. But in all seriousness, brands taking risks with younger directors and trying to create campaigns that are rooted in creativity rather than a formulaic, re-hashed version of the thing they made six months ago.
Who or what has most influenced your career?
My mum has always supported me and bought me my first camera. When she gave it to me she said, “This is an investment in a ticket to the Oscars.” Which has always stayed with me.
Tell us one thing about yourself that most people won’t know.
I actually don’t love caviar.
