Graeme Jack – Advertising Art Director at Wasserman + Partners

What did you do after graduating from IDEA School of Design in 2005?

After graduating the IDEA program I had some tough choices to make. Deciding what my first experiences would be after school would determine where I’d end up, who I would learn from and what type of work I’d be doing. I wanted to try everything and most importantly wanted to create things I would be proud of. I took a job as a designer at a small shop and got my first break doing ad campaigns. I was hooked.

ICBC Drive Smart

ICBC Drive Smart 70s

TV ICBC Distractions

TV ICBC Drinking Driving: The gravestone was made custom for a TV commercial. It was an emotional spot that showed all the excuses people were making for driving and driving. This was one of my best experiences and most rewarding in advertising. The director I worked with won an Oscar a couple years later for a short film he made. It was incredibly inspiring to have collaborated together.

The following year I began working as an Art Director at Wasserman + Partners Advertising Agency. I made the most of my first opportunity and created a campaign for Drinking Driving Counterattack. It was a great experience and did very well. I was fortunate enough to work with talented people that grew my passion and helped me decide what I wanted to pursue.

I created a series of characters for recycling commercials that became quite popular a few years back. The aluminum can is the leader of the pack.

TV Encorp Neighbour

TV Encorp Return-It Gang

TV Encorp Return-It Gang

TV Encorp Soccer

In the years following I was an Art Director for White Spot Restaurants Celebrity Chefs Campaign, designed the mascot for Port Metro Vancouver, created the Return-It Gang Puppets for Return-It Bottle Depots and brought to life many other fun campaigns and commercials over the years.

This project launched a new look for BC's most loved characters, the Return-It Gang, with a series of animated spots that increase their reach and occurrence. Each spot ran at specific times throughout the year and celebrates all the things about heading back to school.

The latest edition of the Return-It Gang have come back for a whole series of new animated TV spots. We wanted to make these commercials quick hits of humor that will remind people to recycle throughout the year.

Throwback spots I directed for ICBC featured scenarios set in the 70s, 80s and 90s. The spots and campaign resulted in over 100,000 people taking a refresher test. The full spots can be seen on my website.

What type of projects are you currently working on?

I will be directing another commercial before Christmas so the preparation is beginning. I am also working with a great 3D artist for another print piece for WorkSafeBC. Generally, I work on TV or online advertising but it ranges from branding projects to anything else I’m able to imagine.

Please tell us about the awards you won at IDEA or after

In the IDEA program I received the Millennium Scholarship. Right after graduating I won a couple Applied Arts Awards for self promotion. I was featured in Communication Arts for a suicide prevention campaign and was featured on the cover of a packaging and design magazine in China.

Urinal Decal Ad Campaign (Applied Arts award)

“Heat-activated decals for ICBC’s Designated Driver campaign were placed in bar urinals during the holiday season. When the decals are exposed to warm liquid, the ad’s true meaning is revealed through holiday imagery. After a flush of cold water, the decal returns to normal.”

What are some of the more memorable highlights from your time at IDEA School of Design?

I really enjoyed painting and illustration classes with Kiff and Fred. I learned so much about colour theory and painting which actually applies really well to colour grading for TV. It’s crucial to have that experience and knowledge because in many ways it’s just like painting and really trained my eyes and brain.

Where do you see yourself in the next few years?

I would like to continue directing and pushing myself further and seeing where that takes me. Creativity is a muscle, it gets better the more you use it. Even the work I did last year, I am proud of, but this year I know I could do it better because I know so much more now after actually having done it. Isn’t that always the way?

Client: Encorp

We created a calendar featuring pop culture spoofs for the introduction of our new Pop Bottle character.

What advice would you give to our current students or anyone considering applying for IDEA School of Design?

Feel free to send an email and ask a question. The more you know the easier it is to make a decision. When it comes to your career the IDEA program is really great at helping people market themselves which is crucial these days. You are a brand. But, don’t be afraid of looking stupid and just be yourself, stay a good person. We choose to be creative because we enjoy it, remember?

Graeme Jack

About Graeme

“Graeme has worked in the agency side of the advertising industry for over 15 years and is a creative brain behind some of BC’s most beloved ad campaigns. On a daily basis he is responsible for the art direction and design of advertising in print, logo designs, packaging, ambient creative and advertising for TV and digital media. This includes concept development, photoshoots, videography, copywriting, storyboarding, typography, presentations, guerrilla advertising, social media, game creation, activations and illustrations. As an Art Director he is responsible for bringing the ideas to life and overseeing the creative direction with a team of producers, animators, VFX teams, musicians and sometimes puppeteers to name a few.”

For more on Graeme Jack, see his website: gjack.ca or follow Graeme on Instagram @grrambo, @grrambodoodles for his artwork and doodles or on Twitter @grrambo.