On My Radar: Niyadre

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

It’s not a totally original idea, but the reimagining of such an iconic music video in such an elegant and elevated way was super-exciting to watch over and over again. Not to mention having Margot Robbie in it!? So great! 

What website(s) do you use most regularly? 

Canva. I think I use it almost every day to get my ideas out and display them nicely. It’s like a scrap book. Definitely over a thousand decks, treatments and designs are on there by me. Super-underrated, great tools and so easy to use, what’s not to love!? 

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

A PS5. I missed gaming so much and I needed something so I can take my mind away from my forever busy life. Super-addicted to Overwatch. 

What product could you not live without? 

My AirPods; music is everything. 

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

Project Hail Mary; a cinematic triumph. It proved that we can still dedicate our craft to something grand, with original IP. 

What film do you think everyone should have seen? 

Arco; an incredible indie animated movie that feels dystopian, sort of like Akira. Super beautiful and an emotional commentary on the environment.

What’s your preferred social media platform? 

Instagram; I have a toxic love/hate relationship with Instagram, as does everyone, but I really didn’t realise the hidden gems that are on it. People are so talented, and there are truly so many people doing what I do, and because of that it humbles me, and actually helps my patience with directing. 

What’s your favourite TV show? 

Euphoria; although the style is stolen, Euphoria’s cinematography and grittiness is unmatched, a perfect blend. An iconic show that catapulted so many careers. I know everyone in the creative industry was inspired by that series at some point. I even bought a limited edition book full of BTS, with the full scripts and storyboards of every episode. 

What’s your favourite podcast? 

I don't listen to podcasts. I listen to a lot of audiobooks, so I must mention that Julia Fox’s book [Down the Drain] is incredible, that woman went through so much, and she’s an insane story teller. 

What have you been most inspired by recently? 

This artist called Cathrin Hoffmann did this sculptural piece called Sill; it's like a strange, contorted human made out of clay. It looks like it was formed by a collection of rocks, and like it should be a stop-motion piece. It’s so cool, and I was so inspired by it.I would love to make a film out of it.

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

Lana Del Rey; my life artist. At one point, I listened to her at least once a day for three months. She’s always at the top of my top listening list every year. For the first time in 10 years she was bumped off by Billie Eillish. 

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

I wish things weren’t made in mind for Reels/Tiktok. That bloody ratio ruins everything, and everyone knows it. 

Who or what has most influenced your career? 

Solange's When I Get Home; this visual album launched my career. It made me realise that I wanted to be a director as soon as I watched it. I wanted to achieve that level of artistry (and still do), using minimalism, naturalism, film, culture, fashion, architectural sets and performance. It’s the foundation to my style. Solange made it all make sense, it all clicked there and then. I haven’t had a moment like that since.