Craig’s first job after graduating from the AAA School of Advertising in Johannesburg was at McCann-Erickson, Johannesburg. He did some work, won some metal and moved across town. His next stop job was at Net#work—a breakaway shop from TBWA\Hunt Lascaris. He did a lot more work, won a lot more metal and, a few years later, moved across the world. About eleven years ago, Craig landed in Los Angeles with a suitcase, a portfolio and a dream: to work at TBWA\Chiat\Day. Like almost everyone else who arrives in Los Angeles with a dream, Craig took slight detour. (Thankfully not the waiter/valet/dog-walker kind, although it was close.) His first American gig was at Mendelsohn/Zien—purveyors of Carl’s Jr. porn. (Drippy burger-sex anyone?) Craig did lots of work, but won no metal. From there it was off to Saatchi’s Team One office and a return to winning metal. Then fate intervened, as it tends to, and Craig’s original dream was finally fulfilled with an Associate Creative Director position at TBWA\Chiat\Day, Los Angeles. After several years it was time to reverse course and Craig moved back to Team One as Creative Director. That is where you will currently find him.
Craig’s experience working on big, serious, challenging brands like Lexus, Infiniti, Nissan, Fiat, Virgin Atlantic, The Ritz-Carlton, Pennzoil, Seagram’s, Energizer, Nando’s, Carl’s Jr. and Rubio’s has shaped his philosophy about the business.
Craig believes that effective communications can be anything as long as it’s not neutral. When we challenge or provoke people, we stand out. But more importantly, we stand for something.