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

I loved Dove’s self-esteem project, about the toxic influence social media can have on teenagers. It's just a really impactful campaign. It highlights the subject well and I thought it was clever merging it with the use of AI (deep fake). Terrifying, moving and very current.

Dove – Cost of Beauty: A Dove Film Dove Self-Esteem Project

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What website(s) do you use most regularly?

I use the whole Google bundle, and for work, and I like to go on shots and Campaign to see what else is happening in the creative arena. I also read The Economist, obviously; I need to check if we are still going to have jobs in the next decade!

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

A Sonos Beam. Had to be done as soon as I arrived in the US. Unfortunately, spending my whole day in a studio makes it difficult for me to compromise at home. It really makes all the difference, I feel like I’m getting the full experience with films and series now.

What product could you not live without?

My ear buds. They’re like an extension of me. On my commute, or whilst working out, I like to minimise the distractions so that I can just focus.

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

Everything Everywhere All at Once. There is so much energy in this film and it pulls you around all over the place. It has a crazy story, incredible acting and impeccable production value.

What film do you think everyone should have seen?

Inception; I realise most people have probably already seen it, but it’s one of those films that demands a second watch... at least. It’s one of those films that has the whole package for me. It has mind-bending story that keeps you engaged with its multiple layers of storylines. It is original, very well written and action packed, with great CGI/ VFX. I love when my brain has to do some work to piece the elements of a film together, right until the very end, and Inception does that beautifully and effectively. 

The sound of Inception, which won an Academy Award for Best Sound Editing and Mixing was phenomenal. It's so organic and real, which can be tricky for a film with such a surreal story. I loved how they layered the earth movements to sound so massive, and the way they captured the resonances from gunshots which was very cool. I also liked how sound was used as a narrative tool to separate the reality from the dream sequences in a very subtle way.

What’s your preferred social media platform?

Instagram mostly, to get the latest updates. Everyone seems to be there now, so it's like a real-time update on what's happening everywhere. I also love the quick cooking recipe videos on there.

What’s your favourite TV show?

Ozark, I loved how deep it got, and the tension is never dropped throughout the whole series. There is a constant transformation of the characters and no-one is to be trusted. I also learned a lot about money laundering!

What’s your favourite podcast?

There are a few, but I am very into the Huberman Lab at the moment. I love the variety of topics he discusses with his guests. From neuroscience and mental health to healthy eating and longevity, you get to hear a wide range of information that is mainly coming from academic research. He breaks down complicated subjects like brain functions and creativity to a level where you don’t require any advanced knowledge to follow.

If you could only listen to one music artist from now on, who would it be?

You’re killing me! I'll go with something time-tested: Pink Floyd, pioneers in sound experimentation.

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

Play less safe and let the creative idea have the impact it’s supposed to have. Allow the idea to genuinely move and inspire people rather than tick boxes.

Who or what has most influenced your career?

My dad's suggestion that I go and learn guitar when I was 12. From that moment on I never turned my back on music and sound. When I was 14, I started recording my guitar on a Phillips double cassette player, playing it back and recording riffs and vocals on top. I remember feeling like I had discovered a whole new world.

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

I started spinning records at 14. My family ran a bar in the summer in Greece, and my uncle asked me to play some songs for the dance floor. I was terrified but I had already started practicing with the MKII that summer. I don’t remember the first tune I played but it was all pop charts, which went down so well and usually had the whole bar dancing and singing!