WPP ‘Young Gun’ Avi Bamra: “Creativity Can Thrive In Adversity And Restrictions”
We’re just days away from—hopefully—a time of relaxation, with Christmas just around the corner, as we come to the close of a monumental 2020. Ahead of the new year, what should we take with us, and what that we’ve learnt should we leave behind?
According to Landor designer, and WPP AUNZ young gun, Avi Bamra, the industry’s biggest challenge coming out of 2020 will be how we manage our workflows and time in studio.
The designer also revealed to B&T what his hopes are for the year ahead, saying: “I just wish to continue to grow and put myself in uncomfortable creative positions, in order to push myself to become a better designer and create truly fun and unique work.”
It’s that and more in this candid chat with Landor designer Avi Bamra.
B&T: Avi, why do you choose to work in brand marketing?
AB: The brand industry for me was the perfect choice as it’s an ever changing landscape. As a creative, I love that no two projects are ever the same.
That sense of discovery and the ability to have a creative impact was really important for both the growth of my creative abilities but also my growth as a person too.
Has your perspective on the industry changed since you began working in it to now?
It definitely has. To begin with I saw roles as very rigid, with creative, client-side and strategy being their own sub sections of a studio. This, however, has vastly changed the more I have been in the industry.
I now see all disciplines of design, strategy as well as accounts as one cohesive collective. This in turn has allowed me to dabble in the other ‘worlds’ and broaden my own understanding, confidence and skill set.
After all that has transpired across the industry during 2020, are you hopeful or resigned to what 2021 holds? What will the year look like?
As much as 2020 has been a tornado of events to say the least, I am super excited to see what the industry has been cooking up in the isolation of a pandemic.
I truly believe that in adversity and restrictions that creativity can thrive.
What are the greatest learnings of 2020 that will serve us well as an industry in 2021? And what aspects of our industry should we leave behind?
I think my biggest take from 2020 is to have a stricter work/life balance.
Whether it’s a brisk afternoon walk or an early morning coffee trip, it’s the little things and taking a breather has helped me in some serious burn out phases.
What are our industry’s greatest challenges? How do we solve them?
I think the industry’s biggest challenge coming out of 2020 will be how we manage our workflows and time in studio.
I know that we’ve had to become very self-driven whilst working from home, but it definitely has it’s goods and bads. A big example for us is that collaborative synergy you have when working in the same creative space just can’t be replicated on VC.
With that in mind, will we revert back to 100 per cent in studio or are people willing to create a more fluid working experience with a balance between WFH and in house? Time will tell!
And, finally, what are your hopes for yourself? What could bring you fulfillment in 2021?
For 2021, I just wish to continue to grow and put myself in uncomfortable creative positions, in order to push myself to become a better designer and create truly fun and unique work.
Something specific I wish to put more time in is my own venture into more illustration. This means trying to grow my little side project on Instagram (@avibamra) that is ironically my creative escape from my creative work.
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