From Ratbag To Crackerjack: 30 Under 30 Winner Sophia Mary McDermott Shines During COVID. Apply Today!
Some people are born into things, others are born to do things. Some – like Sophia Mary McDermott – just, kind of, fall into their life career, embrace it, and never look back.
The former “ratbag” might have never seen herself in as being in a senior UX role at a global agency, but that’s exactly what she did through her dedication and imagination.
Not only does McDermott produce great work as a senior UX designer, she also creates dazzling, large-scale murals in her spare time.
However, like the rest of us, that dastardly COVID-19 upended McDermott’s professional life and sent her bouncing between Europe and Australia, and the office and spare bedroom remote work. But that didn’t stop this talented Bananalander from scoring a B&T 30 Under 30 Award for her work in Tech.
With the early bird entry gates for the 2022 B&T 30 Under 30 Awards set to close this afternoon at 5pm (AEDT), we decided to have a little gasbag with McDermott about her unsuspecting start in the industry, maintaining her burgeoning career and confidence throughout the pandemic era, and what unexpectedly winning a 30 Under 30 gong did for her.
B&T: What initially prompted you to pursue design?
SMM: I actually studied it because someone told me to. I was a bit of a ratbag in high school, and I didn’t have a huge amount of aspirations. But I had a really good art teacher who suggested a degree for me. It was QUT’s Fine Arts majoring in interactive visual design. The year I studied it was its first year in offering.
My teacher said, “Sophia, I think you should study this. I think it’s gonna be good for you.” I had no idea, I just took it based on his word. [I thought] ‘Well, I got nothing else to do’. I remember crying on my first day of uni because I was like, ‘I actually have no idea what I’m doing’.
I moved out of home really young, and I needed a fulltime job to pay for myself. I got a job in the industry the first year I was at uni. I was 17 [and] a front-end developer. It was the same year the iPhone 3 came out. It was a really serendipitous time to study interaction design.
What have you enjoyed most about design, or being a designer, so far?
I’m a UX designer but I’m also a muralist; I do outdoor large-scale murals. What’s important for me is the communities in both of them. It’s a really supportive community and something where you learn from people all the time.
UX and tech is so fast moving, and people use it so much. People are so addicted to their phones, [and] it’s an extension of themselves. I [love] the opportunity to be part of that extension of people’s lives, in the hope you can create something that’s positive, or disrupt the norm.
What inspired you to enter the 30 Under 30 awards? Did you enter yourself, or did somebody do it for you?
My managing director, Vinne [Schifferstein] recommended for me to do it. It was with the support of her and my UX manager, Kean [Edwards].
They thought I would be a great candidate and wrote up this beautiful letter about me. I’m not really the kind of person that enters those things. I didn’t think I had a chance at winning at all. My boss said, ‘Oh we’d love to send you down there [Sydney], we think you’ll win!’ And I said, ‘Absolutely not, but I’d love a trip to Sydney.’
What did it mean when you actually did win?
It meant a lot to me. I work for a company called MediaMonks. I lived in Australia previously, and they offered me this role and moved me over to Amsterdam. Which was amazing, I loved working headquarters over there. But then COVID happened, and I had to move back to Australia. That was really disruptive.
I ended up joining the Australian MediaMonks team, and that was really fantastic. But the last few years uprooting my life, moving over there, all in the name of wanting to do something great in tech and wanting to do something that I was really proud of, I was [pre-award] a little bit like, ‘Oh, wow, my life… I’ve uprooted it. I’ve moved it here, I’ve moved it there’.
I suppose a lot of people during COVID would’ve felt like a bit of a failure, because things didn’t work out the way they wanted it to. For me, things didn’t work out the way I wanted it to.
Winning that award at the time that I did, was really nice to get recognition for all the things I had done. Especially within that year, when I had no expectation anyone would notice [my work], because I was sitting alone in a spare bedroom at home.
Why do you think it’s important we celebrate young people in this industry?
Being in a leadership role now, I have learned so much from them, and I hope – as a young person – people might learn things from me as well.
Especially in tech, the younger generation being on the pulse of everything that’s going on, you have this new generation of ideas and nuances that’s so exciting. Without celebrating that, we just become stagnant and do the same things and operate in the same safe boxes.
How do you think initiatives like 30 Under 30 help young people in the industry?
After I got the award, I got an incredible amount of job offers.
Tell us about that!
I had a lot of different people emailing me and contacting me through LinkedIn. I don’t want to name them, but one of my dream agencies offered me a really impressive role that I thought I would always absolutely take. But I turned it down because I love my role at MediaMonks.
I also won a Gold Cannes Lion a couple of months after. Obviously, I didn’t win it alone, I did it with my team. [It was] a project called ‘The Uncensored Library’ for Reporters Without Borders. That was exciting. A very big career highlight!
All from a year spent working in a spare bedroom!
A variety of spare bedrooms.
What words of wisdom do you have for those thinking of entering this year’s awards?
It’s hard to tell, because I don’t really know what particular thing won it for me. In general, advice I’d give to people under 30 is to pursue passion projects as well as their own job at work. You don’t always get the briefs you want to get, or you don’t always get to do the work you want to do on the briefs you get. Pursuing those passion projects outside of work really allows you to continue to learn, and learn other skills outside of your own role.
For me, having that balance between being a UX designer and a muralist has gotten a bit of attention, because you can show to people you really care about those things and you’re willing to work outside of your 9 to 5 to achieve those things.
Get started on your entry HERE, as the deadline for submissions (Friday 4 February 2022) will be here before you know it. You can download the criteria for each category HERE.
However, you MUST be under the age of 30 on the day of the event (Thursday 31 March) to be in the running. So, be sure to include your ID and profile photo with your entry.
Oh, and please save your entry in a Word doc in case so many of you jump onto the awards portal that it crashes. It’s better to be safe than sorry!
The 30 Under 30 Awards, presented by Vevo, are widely regarded as the leading showcase for the brightest young talent working across marketing communications.
Three outstanding individuals will be recognised for their achievements in each of the 10 categories, as well as a Grand Prix award for the most influential individual overall.
You can find all the details on the awards right here and, to avoid disappointment, we highly recommend gathering your crew and securing your spots at the 30 Under 30 Awards night by purchasing early bird tickets (your bank account will thank you later).
Please login with linkedin to comment
30 Under 30 Awards 2022 awards B&T MediaMonks Sophia Mary McDermott TechLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.