When you think back on this year, what’s one piece of work that felt the boldest or bravest creatively?

There’s not a lot I can say before the work’s released, but in my best press-trained voice… We had a client come to us wanting a new employer brand that was brave, different, and just utterly scroll-stopping. It’s a dream brief for any creative, and often one that never comes to fruition - but this one did! We’ve been throwing dragons, superheroes, clever copy and crazy visuals around. Seeing that come to life, in a way that really works for the brand has been amazing, and I hope the end result will really set some waves going in the EB space. Look out in the new year! 
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How do you create the conditions for brave creativity at Pink Squid?

There are three key things I try and do to create the best environment (and it’s still something I’m working on!). First things first is to get all the negativity out of my system, all of the ‘but what about’s and ‘how does that work’s and just opening my mind to the possibility of something that I’ve never done before, and trusting it’ll work out. 

Second is to get everyone excited with some energy building. Be that watching some videos to get a feel, or sharing something cool we’ve seen recently. It gets everyone in the headspace of creativity and fun, and what Manj loves to call ‘the art of the possible’ 

Third is to think outside of ads and employer branding. The way the light falls on the wall, the song stuck in your head, the cartoon your cousin watches - it’s all relevant and has a place as creative pieces that can feed into what we’re crafting. I’ve used everything from Hamilton lyrics to niche YouTube videos from 2010 as my reference points and idea-sparkers. All it takes is a little inspiration to set the whole thing aflame. 
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What's one risk you took this year that you’re most proud of?

One is tricky, can I give you 1.5? 

Ultimately, the biggest risk for all of us creatives is being creatively vulnerable. It can feel like you’re holding your baby up to be judged by the world, but when you show those raw ideas, the payoff is way greater than the letdown. Nothing is ever truly ugly, it sometimes just needs a bit of pizazz. 

This year we did an amazing campus event for KPMG that had me writing action trailers and quizzes and film posters which was already a big one to have to present and get everyone to buy into. For this, we did our first approach at guerrilla marketing - it was a risk not putting the KPMG name on our event ads, but the payoff was immense when those students got the big KPMG reveal. 
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Where have you seen the PS culture step up this year in terms of supporting each other, speaking up, or embracing vulnerability?

There’s a great improv culture within our creative talks - somebody proposes an idea and we ‘yes, and’ to build on it. This is so nice when you’re nervous to show your ugly baby, and the team validates that the idea is there, and has something workable. I think there’s also an understanding that even if the idea isn’t quite right, we’re all fine with telling each other and moving on, rather than stagnating on a broken thought. 
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In what ways has the team demonstrated bravery in client conversations - pushing back, challenging assumptions, or steering them to something stronger?

In recent months, we’ve started presenting our favourite bold idea first. Often, we leave it till the end for that “wow” moment, but often that means people buy into a tamer idea before they see the wow. 

By starting with our bold idea, we get people excited, show them what’s possible, and give them the option to choose the brave idea. I think it’s really helped everyone push themselves, even if they end up toning it down, we still gave them the option to go bold. 

What makes that moment even better is just knowing the whole team has your back - the strategist, the PM, the campaigns team, when they’re all on board with the idea you get this amazing united front of passion. It’s kind of magical to watch. 

What surprised you most about the work or the people this year?

I think as an agency we’ve been pushing hard this year to balance creativity and ambition with reality and those ever-important scopes. And what’s been so surprising is the fact that we’ve still made incredible work. From escape rooms to award-winning copy to trying out new tools, everyone’s just taken that ‘anything is possible’ attitude, and it’s really working. 
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Is there something new you’ve experimented with (AI, formats, audiences, content) that excites you for the future?

I’ve really enjoyed playing with formats outside of the norm for Employer Branding. Looking at film trailers, animation and TV shows has opened my eyes to how you can craft scripts and videos that are genuinely exciting. I think as we continue to grow as creatives, it’s so exciting to stretch ourselves and go, ‘yeah we can do that’.
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How do you think our clients needs are changing, and how is Pink Squid preparing to meet them bravely?

I think everyone is very acutely aware of how noisy the world is, and more and more clients are asking for big, standout, quality pieces that say the usual things but in interesting ways. They don’t want to just go on campus, they want to make a mark on campus, or they don’t want to just say ‘we have a great culture’ they want to prove it through impactful work. I like to call it ‘authentic wow’. Keeping it humble but making a scene. It’s maybe a bit oxymoronic, but that sweet spot where it works is where we keep making great work. 

What does brave look like for you next year?

I’m always told it’s better to go big and be calmed down, than to go in small and be asked to go braver. So with that in mind, bravery means sticking to my guns from the offset, proposing the insanity and seeing if it lands, rather than walking on eggshells. Nobody knows a good idea til they see it, so why not show it? My creative new years resolution is to just go in guns blazing, and see where it takes me. I’m preparing myself for lots of ‘maybe nots’  in the hopes that one day I get more ‘hell yeses’. Bring on 2026!