Craig has led creative for some of North America’s most recognized brands including Campbell’s, Kit Kat, Goldfish, Tylenol and Walmart. Along the way, his teams have been awarded at Cannes Lions, D&AD, Clios, Effies and The One Show.
How many years have you been a judge?
1-3
What are your responsibilities in your current role and what do you love most about your job?
My day-to-day focuses on directing Creative Strategy, Concept Development, Web Production, Art & Copy, Social and Video across all digital platforms.
I try to foster an environment that encourages creative risk-taking, empowering the entire agency to collaborate, experiment, and do the best work of their careers.
What inspired you to pursue your career path?
Realizing I was more interested in the Super Bowl commercials than the game.
What was your first job in the industry? What did it teach you?
I got my start working Craft Services on a TV production during high school summer breaks. Being on set, I was blown away by the level of craftsmanship behind every single frame, from the subtle nuances in the acting, the intention behind the lighting, and the precision of the camera work. It instilled in me a lasting respect for the process.
What do you look for to determine excellence in video?
We are so overwhelmed with video content now; there needs to be something that sets it apart so you pay attention. The visuals, the soundtrack, the writing, the colour, the effects, the acting – it could be anything, but it has to be something.
What initiatives or projects are you working on now that excite you?
We are working on incorporating aspects of AI into our video production in a more realistic way so it doesn’t seem so obvious and cold.
Tell us about a moment of recognition that had an effect on you – whether personal or official? What does recognition mean to you and why is it important in our industry?
Nothing beats the joy of helping a creative secure their first award. When a jury recognizes their talent, they change from hoping they’re good to knowing they’re good.
Do you have any specific practices you lean on to spark creativity?
I try to lean into whatever is new. New films, music and art.
In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?
AI is driving a lot of change in the industry. Productions are leveraging it more and more but also pushback from consumers has resulted in a return in some cases to more traditional methods.
What excites you about judging for the Telly Awards?
Seeing the best and brightest our industry has to offer is always inspiring and pushes me to rethink what’s possible.
