COLONIZING UNCHARTED TERRITORIES

Tim Hawkey looks forward to how new innovations will shape the year ahead.

Tim Hawkey

Cheif Creative Officer

Area 23 & McCann Health New York

What are your creative ambitions for 2023, and how important are creative awards in achieving those goals?

My creative ambitions are to continue to push the creative bar higher and higher. To explore new uncharted territories and colonize the hell out of them on behalf of my clients. Clients come to us for breakthrough thinking, so we have to make good on that promise and provide communications and experiences for their brands that are completely without precedent. I plan on spending a lot of time negotiating with my clients’ lawyers this year.

How do you spot and evaluate award winning work?

look for ideas and ways of executing that I’ve never seen before. I’m also a sucker for technology that can solve a real human problem. But its gotta be software based. I’ve learned my lesson on trying to manufacture and commercialize hardware.

Is there anything exciting you’re working on now? (That you can tell us about).

So many exciting things I’m working on right now. We’re partnering with Studio Syro of “Soda Island” fame, to build an insane VR experience. We just released an anthology of twisted animations for one of our biggest clients produced in house and built entirely with stable diffusion AI text to image. And we’ve got a good old fashioned congress hack on the works that is bound to turn heads. I’m loving our new portfolio for this year.