Úterý, 4. 9. 2018, 13:09
A creative? A graphic designer? Every one of us has to be a little bit weird, says the head of the creative team
I don’t lead the creatives, I more like guide them, says about his work one of the bosses of the creative team in Wunderman, Pavel Charouzd. He won one of the internal Wunderman competitions, Wunderprize, and if that’s not enough, after work he develops mobile games. He also told us where the trends in graphic design are heading.
You’re leading one of the creative and graphic teams. What does your work involve?
You cannot lead a creative team. I try to guide them. Creative is not a standart field, so you have to be a little bit weird. You can learn rules, programmes and trends but you have to stay a small boy at heart, that wants to play and try again and again if the stove is really hot. And I’m glad, when others try too.
How long have you been working in Wunderman?
I’ve been here for a very long time. According to the calendar it’s been only two years, but thanks to the people, I feel at home here.
What do you do for clients? Creative online and offline campaigns?
Nowadays, it’s hard to separate online and offline, one doesn’t work without the other. The online world offers much more space for creativity and it has a great advantage that you immediately see if it works. What? It’s not working? It doesn’t matter, let’s improve it. The clients we work for include Ford, Globus or Dr. Max.
Apart from that, you come up with the creative for the internal communication in Wunderman. Your team creates posters that your wundercolleagues can see in the common areas.
Posters for internal communication in Wunderman – that’s a special discipline for us. Stardard tasks that ask for non-standard creative. It’s the mind-food for creatives – we try to push the boundaries. And try to makr the ad for our colleagues, that read them on the toilet or in the kitchen…you just don’t have that kind of consumers elsewhere 😊.
Not long ago you won an internal competition WunderPrize, can you describe the competition a little bit more.
Milan Golian also has a part in me winning. WunderPrize is one of the most prestigious competitions in the agency! It’s a classic brief with the difference that the clients are mostly nonprofits with a social focus and the barriers are very wide.
It’s an opportunity how to escape from the standard projects and make something how you want to. And when you have a partner with an open mind and who’s up to it, it’s a nice diversion from the common projects. Apart from other competitions this has some purpose because of the very real need. So if it works out, there’s a lot of nice work ahead of us. And I’m not talking about all the fame and glory in the wunderman internal newsletter 😊. I’m glad that our bosses Richard Stiebitz and Filip Humpl organise this kind of internal competition for wunderman creatives.
How did you get to graphic design? What was your path to leading a graphic team?
I didn’t really get to graphic design. It was more that graphic design got to me. First it was a hobby, then school and so on…Graphic design wasn’t what it’s now. All it took was to like drawing. It was a new hurried age, when new ways of creating and sharing popped up every day. Pen and paper was a practical thing but what computer softwares, tablets and scanners could do was something amazing! Suddenly, it looked like you could do anything you could think of. And that completely immersed me…
What should somebody who wants to become a graphic designer do? What path to take? What to learn?
Hard to say. I have to confess that if I wanted to jump into the creative world today, I wouldn’t know where to start. I think the most important thing is creative thinking. You don’t have to know any programmes or know how to draw. It’s more about pushing every idea forward. Even to absurdity. There’s always a way how to do it. Nowadays, there’s a lot of schools and workshops, where they teach you how. That’s a big advantage.
Where is graphic design heading, according to you? What will the trends be?
Trends change, but the direction is obvious. Honesty. Today, nobody moons over perfect airbrushes, ideal figures and fancy symbols. Raw and believable motive, that’s what makes people feel emotions.
What do you think kills creativity the most?
But you, apart from graphic design, have a very interesting hobby, you deveop computer games, outside of work. Tell us more about it.
As I wrote above, it’s just another way how to create and expand your ideas. People like to play and resources are no longer an obstacle. Developing games is “in” right now, isn’t it? 😊 It’s a form of relaxation for me. Programming isn’t about feelings and rationality but about logic. You can’t talk your computer into something! Also, it’s a great opportunity how to meet people across all fields. For example: programmers, graphic designers, musicians, lyricists, critics, gamers…
And I’m glad two of my colleagues had the courage to join in. Honza Kukrál helps not only with the texts. I also try to let my children help. They’re the best testers and they have original tips on how to make it better. I believe, that thanks to it, they can see that it’s fun to make things, not only consume them. So, if one of my wundercolleagues would like to help me with developing games, I’d gladly hear from them.
How did you come up with creating computer and then mobile games? How long did it take?
A long time ago, I started with Qbasic. That was the only thing I had on my computer. With my friends, we programmed games a competed against each other. That was a great base. Later on, we started using programming at work. Animation, flash mini-games and apps or web pages. Of course, today it’s a field you have to give all your time and specialize on something to be useful. So, programming is my hobby. I devote most of my time to mobile games.
So, do you have a new game?
From the newest ones, I can share Aqua Pong with you. It’s a simple game with an original controlling – moving your phone from side to side, where you use the water as a take-off surface. Link here
We have just finished Orbiton. A classic space arcade, where we played around with music thanks to the amazing musician Aleš Háva. Link here
And because I like new technologies, I experiment with virtual reality. So in the next series, there will be something that will transport you into a different world thanks to VR.
What do you like about Wunderman? After all, it’s a big company with over 500 employees. It values results, numbers and data. How does creativity fit into all of this?
I went to Wunderman because of the diversity. I don’t want to promote procedural methodology Collision 2.0 but wunderman’s multidisciplinarity across various areas is very interesting. A routine day doesn’t happen very often. And the strength of the creative is in the numbers and data. And the other way around.
- He has been working as a creative boss for nearly two years
- Graduated from the Graphic School Hellichova, course: print
- In the past he worked for clients like Mercedes-Benz, Harley Davidson, VMVČ (Wines from Moravia, Wines from Czechia), Hartmann-Rico, Walmark, Pfizer, Milko, Preciosa, Korunní, Neudorff a etc.
- He’s married with 2 children, 6 years-old Ida and 11 years-old Richard.
- And when asked: What are your hobbies, Pavel? And his answer: none. Wait – that’s not cool – so, I like to solve important life questions (universe, nuclear fusion, the principle of prime numbers). I like to ride a bike every 17 and a half days and I spend 2 hours a day reading a book. 🙂 And that’s exactly what Paul’s like