Danny Edwards

What’s the most creative advertising idea you’ve seen recently? It’s not a totally original idea, but the reimagining of such an iconic music video in such an elegant and elevated way was super-exciting to watch over and over again. Not to mention having Margot Robbie in it!? So great! What website(s) do you use most regularly? Canva. I think I use it almost every day to get my ideas out and display them nicely. It’s like a scrap book.

What was the impetus to wanting to make Birdy? What interested me was the possibility that a person could sound completely rational while slowly drifting toward something morally vacant underneath. That contradiction stayed with me for a long time. Birdy came from wanting to sit inside that contradiction without explaining it away too neatly. There wasn’t this theatrical instability. No explosions. No 'movie version' of madness. It was quiet. Ordered. And somehow that made it worse.

Problems come in different shapes and sizes and, in this spot for Rubbermaid, what might seem important at first isn't necessarily the focus. Created by US agency Tombras New York and directed through Caviar Los Angeles by Zach Math, who is repped in the UK by BOLD, this attention diverting spot features a family gathered around the dinner table for a magic show.