HELPING THROUGH CHANGE EXPERIENCES

Angela Williams Creative Director

Deloitte Digital

What were the biggest obstacles you faced in 2022, and are there any challenges you expect to see in 2023?

I would be remiss if I did not mention how the pandemic impacted and influenced my work and agency life going forward. My biggest pet peeve has always been "computer creatives." People who solely rely on information found in "searches" and/or by references. To create groundbreaking work, you must experience life, bask in it, and be informed by it. And for a long time, we could not do that. Now that we can, we must find our way back to the art of exploration and adapt to a hybrid work model that works well but is still evolving.

Beyond the pandemic, the biggest obstacle has been and will always be creating authentic, breathtaking work that is not only award-winning but actually makes a difference. As creatives, we have the unique burden of taking what someone has said or done 10,000 times before and making it feel different and special.

What advice would you give to other creatives/companies trying to break into the Top 10?

My advice to other creatives/companies trying to break into the Top 10 is don't try to break into the Top 10. Focus on creating great work. The accolades will follow.

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

How do you spot and evaluate award winning work?

Any work from the industry that excited you from last year?

Deloitte Digital's NYU Langone's Hearts for Phyllis really impressed me. It set the bar for what storytelling should be. The cinematography, sound design, slow motion, and peripheral hyperlapse speed captured a sense of urgency in a strikingly immersive way. It dispels the notion that when consumers become patients, they no longer need a compelling story to move them to visit their doctor, inquire about a treatment, or in this case, visit one of the best hospitals to get the care they deserve. It establishes a new look, feel, and standard in the health and wellness space.

But more than that, how in just a few supers, the campaign told Phillis's real-life story of being turned down for a heart transplant by other hospitals due to her age, only to have NYU Langone step in to perform the life-saving surgery was masterful.

That is what excites me—purpose-driven work. Because purposeful work energizes people, informs their care decisions, and guides their day-to-day behaviour toward the greater good when done right.

That's why The Morning After Island and Malnutrition Labels also resonated with me. The way these campaigns brought attention to women's reproductive rights and food scarcity in America, respectively, shows how work grounded in purpose can bring the type of awareness that drives change.

What trends have you seen emerging within Health & Wellness and Pharma?

An interesting trend I saw emerging in Health & Wellness and Pharma last year was the use of animation and gaming as powerful storytelling devices. While animation and gaming are certainly not new in the space, the number of pieces and the elevated craft of said pieces was a pleasant surprise. I’m not sure how much the pandemic influenced these creative choices but The Battle Inside and Trapped were great examples of how in such a highly regulated industry, great work can push boundaries that really pay off.

For 2023, my creative ambition is to create more inclusive, cultural shifting work that appeals to more than one demo. Diversity of thought and perspective is key, the world is changing, and to stay relevant, creatives must change with it. Advertising, storytelling, and design should reflect the markets it serves, and diversity should be reflected in the senior creative leadership ranks as well.

Awards do have a role in the creative universe, but I think one can achieve creative goals without them. However, will say, for better or for worst, awards are currency in this industry. It gives the work a bigger platform to reach bigger audiences and gives creatives more leverage to create the stuff we feel will make a difference.

The way that I spot and evaluate award-winning work is first by asking myself did the idea help solve the right problem. Because let’s be clear, creatives are in the problem-solving business. We are not in the “write a catchy headline and launch a flashy activation” business. Secondly, I evaluate whether the idea is grounded in a vital insight. Because the type of award-winning work that resonates with me is work that has a good foundation of data, is simple and strategic in its execution and delivers a powerful punch. Then finally craft. Is it well made? Does the production/artistic value line up with the storytelling?

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

Yes, we have some exciting stuff in the works at Deloitte Digital. can't talk about it now, but you will hear about it in the future.