22 Questions!

While the rest of the family may have ended up in aviation, Sarah became obsessed with flying high on the written word. We take a moment or two to chat with our newest A-Lister!

What sparked your passion for writing?
Well, I knew I wanted to write, but I wasn't sure what or for whom, and I'd never heard of the job of Copywriter. Luckily, when I was about 19, I sat nice to a fabulous female Creative Director on the plane who completely talked me into it! I changed courses the next week, and never looked back. I'd love to find her and say thanks.

How creative were you as a youngster?
I loved to write and hated maths (I still do). My school reports used to berate me for only focusing on subjects I found 'fun'. But then I'd still argue that knowing what you like and having a passion for it is the only way to be!

Do you come from a creative family? Were they supportive of your desire to be a writer?
My entire family (other than me) work in Aviation, but they are definitely creative types. They like that I'm a writer, and particularly when I worked on several airline accounts- they liked to offer headline suggestions, bless them.

What sort of education and training have you had?
I studied at RMIT, which was great. Of course, much of what you learn comes from working. I'd like to think I'm still learning.

Who did you want to work for when you first entered the industry?
I decided I wanted to work for Sean Cummins, who had a terrifying reputation, but was also known as an excellent mentor. I basically bothered him until he hired me.

Tell us about your first project and what do you feel about it now?
We (My Art Director and I) were basically locked in a room with an hour to complete 3 TV briefs. It was high pressure, but the ads were great- one of them is still on my reel today.

What is your preferred software to work with and what has been the greatest advancement in technology over the past 5 years? Despite being a writer, I love all things Adobe. Their programs just get better and better.

What are the various mediums that you've worked with and is there any that you would like to explore? I've basically worked in every medium. My current obsession is online. It's so new and there are so many great things possible. As the technology improves, so will the work- I think great things are waiting to happen in online.

Is digital technology going to eliminate the need for print?
I don't think so. Print still has a place. Digital may even improve print- take the information aspect online and allow print to be very simple and visual, which is exactly what it should be.

Whose work do you really admire and why?
Jon Favreau, Obama's chief speech writer. He's ludicrously young and talented and just utterly 'gets' it. From a marketing perspective that campaign was utter genius. He's also a writer who writes how people truly speak- a rare talent.

Who has been the greatest person that you've ever had the pleasure of working with and what have they taught you? David Hasselhoff. He taught me the importance of black leather in an everyday working wardrobe.

What has been your greatest achievement so far?
Working with David Hasselhoff and not stabbing him in the eye with a fork.

How would you describe your work?
The opposite of wallpaper. Quirky, loud, memorable. If people don't talk about your advertising, you're paying too much for it.

What are your plans for the future?
I'm very keen to simply get stuck in and write loads in lots of different genres and areas. I'd like to branch beyond just advertising and do more online, articles, and brand writing.

What sort of company would you like to work with next?
One with really nice biscuits.

What is your opinion of Australian design?
It's world class.

What is the best/worst thing about being a writer in Australia?
I think the best is that we're a melting pot of all the best bits from all over the world. We can pick and choose from the everywhere, because we're not tied into a style or heritage.
Worst- Not much comes to mind, but I'm not a big fan of dumbing down our culture. We're just as smart and well-educated as the rest of the world, so why be ashamed to show it?

In your opinion, what is the greatest challenge the Australian writing industry has to face in the near future? Continuing to find a uniquely Australian tone of voice is a constant challenge- being modern and unique without being bland or predictable.

What is your creative outlet outside of writing?
I find cooking amazingly meditative. I can chop things up for hours.

What is the best designed bar in Melbourne?
I've only been back from London a short while, so I'm still discovering all the great places. I went to a bar recently that had a stuffed Ostrich. That was quite impressive.

What are your top 5 websites at the moment?
ffffound.com
www.notcot.org
www.designspongeonline.com
www.tastespotting.com
www.stumbleupon.com

What CD are you currently listening to and is it any good?
I just bought a compilation of 80's Electronica. I should have been a teenager in the 80's. I was born just a little bit too late.


Do you need an A-List Artisan like Sarah in your studio? Would you like to know more? Contact Erica NOW!