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On My Radar: This Was Needed
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Kode Media director This Was Needed, aka Nathan Burland [right], celebrates the diversity of YouTube, praises the creativity of analogue art, and laments advertising's occasional lack of accessibility, as he reveals what's on his creative radar.
What's the most creative advertising idea you've seen recently?
The AFCON (African Cup of Nations) Show Dem campaign, with Jay-Jay Okocha as the 'Chief Flare Officer'. It was excellent, funny, witty, nuanced and true. As a football fan with West African heritage, this resonated deeply. It was spot on. What I loved most is that it brought together generations. The creativity, the cultural awareness, the humour it all worked in service of something real.
Credits
View on- Agency Wieden + Kennedy/Amsterdam
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Credits
View on- Agency Wieden + Kennedy/Amsterdam
- Talent Jay-Jay Okocha
- Talent Rasheedat Ajibade
- Talent Ismael Saibari
- Talent Obafemi Martins
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Wieden + Kennedy/Amsterdam
- Talent Jay-Jay Okocha
- Talent Rasheedat Ajibade
- Talent Ismael Saibari
- Talent Obafemi Martins
What website do you use most regularly?
YouTube. You never know where you'll end up there — it's simultaneously a place to escape, learn and discover. There's incredible creators, educational content, music videos, technique breakdowns. I use it to enjoy and to learn. It's remarkable how much that community has grown over the past couple of decades. I have diverse interests; architecture, interior design, fashion, film. YouTube is where I find in-depth material that really helps with research, execution, inspiration and history. It's a place I genuinely love.
What's the most recent piece of tech that you bought?
A gaming handheld PC. I bought it as a piece of escape, honestly. When I'm traveling, working or just walking around now that it's sunny — those twenty-minute bursts of play keep my mind settled. It's a mental reset.
What product could you not live without?
My laptop. Purely professionally, it's where I live. I use it to make ideas, edit ideas, move from preproduction through execution. It's active across the entire workflow. My laptop is my second brain.
What's the best film you've seen over the last year?
One Battle After Another. I'm a massive fan of Paul Thomas Anderson; the acting, the craft, the way he builds characters. Also, Force Majeure. It's funny, intelligent and leaves you questioning, in that situation, what would you do?
What's your preferred social media platform?
YouTube. For the same reasons I mentioned earlier — you can find long-form content, things to escape into. You can curate it to exactly what you need.
What's your favourite TV show?
The Sopranos. I love the world-building, the slow attention to detail and the nuance they were able to present — it has left a lasting impact on how I think about shaping authentic projects.
What's your favourite podcast?
George the Poet. George is an amazing artist who places you in scenes with extremely vivid, visual language. Sonically, it's stunning. That's my favourite.
What have you been most inspired by recently?
Analogue art forms in the digital age. Finding the synergy and balance between handwritten animation, sketching, textile, prints and scans, and how that can live in harmony with what we produce digitally. It's about finding that equilibrium; the nuance and humanity in analogue combined with the power of technology. They work hand in hand. That duality, that balance has been super-inspiring and something I'm exploring.
If you could only listen to one music artist from now on, who would it be?
Michael Jackson. He's the GOAT, simply. His work speaks for itself
If there was one thing you could change about the advertising industry, what would it be?
Visibility. 'This Was Needed' is a name, but it's also a compass — a statement about what's showing what’s possible, especially for people who don't yet know these possibilities exist. The advertising industry has been a journey of discovery for me. What I'd change is accessibility; opening doors for people from all backgrounds to understand that this is a viable option, that there are real opportunities across many departments. Sometimes you just need to be shown what's possible, and then you can figure it out from there.
Who or what has most influenced your career?
My mother. She embodies persistence, patience, determination, perseverance, hard work. These are the things that make me who I am before I even start to ideate. They're already instilled in me. Faithfulness, hope... these values have been foundational. They're a direct influence on my career because they're influential of who I am.
What scares you the most?
Not being able to capitalise on my position to help others. My goal is to create a platform where I can give back into my community, to my friendships, to my loved ones. Filmmaking is my passion, and I'm fortunate to do it professionally. But there's a sense of duty and responsibility to pay that forward in ways that help the people around me. What scares me is not fulfilling that responsibility. But I'm self-aware enough to make sure that never happens.
What makes you happiest?
Being present. I can't necessarily pinpoint exactly when that happens, but it's when I'm not thinking. Whether that's sharing a laugh with friends, watching a great movie, playing football. That's it.
Tell us one thing about yourself that most people wouldn't know.
I'm really good at football.
