They are responsible for maintaining a cohesive visual and thematic style for projects and campaigns but do we know what inspires them, what moves them to make the decisions they tend to make, and what exactly makes them tick??? I bet you NOT!
The work of any Creative Director entails conceiving and executing multi-channel, full-funnel campaigns and developing brands, and their visual, voice, broadcast, digital, and social presence.
After 10 years, over 50 big brands worked for and over 30 young people, George Wabweyo has built a name, a brand, and a personality for himself – an inspiring, young man who walks the path of creative excellence.
A decade, as a landmark is always accompanied by a period of reflection. After all, the momentum hasn’t stopped – he’s just getting started.
We met up for some coffee and George told us a few things about himself and the work that he is so passionate about he could perform some duties in his sleep;
Tell us a bit about Yourself
I am a creative person who juggles a lot of hats and I sometimes say that I have many tricks up my sleeve. I come from a highly creative family – most of my siblings are in communication and Journalism and it was only right that I followed suit.
I started as a features writer at New Vision after which I joined Fireworks Advertising, then MoringaOgilvy now known as TBWA, and after that, I did a year of consultancy work before I started my boutique advertising agency. My skills and expertise have been learned through experience at the agencies I’ve previously worked for and constant practice. I believe that I was trained and mentored by the best in this Industry while at Fireworks Advertising and MoringaOgilvy(now TBWA).
How did you make a shift from Journalism to Advertising?
Kampala Sun under New Vision gave me a platform where I was writing a lot of humor stories and some of those eye-catching captions back in the day and somebody saw my skills and realized that I could do good as a copywriter. Things moved on quite fast from there, I sat for an interview and I joined Fireworks Advertising in about 2013.
This was a big shift. However, I don’t regret it because the impact I would have made as a journalist would have been smaller than that which I have made as a Creative.
‘Creative Director’ – Sounds Cool. What exactly does your job entail?
Volcanic is a boutique agency, so we do a lot since our model is around getting everything creative done under one roof. I lead mostly and oversee our internal creative process while also contributing to it as a strategist, copywriter, and art director. I’m also responsible for quality control; that is, I ensure that the work we put out for our clients meets their marketing and communication objectives while upholding the clients’ corporate values and visual standards. I’m also involved in training and mentoring our young staff and that tends to be a daily task as we seek to do greater work.
What inspired you to join the Advertising Industry?
The one thing that inspired me was my Late brother, Edward Sande – he was a designer in Kenya and I know many people know him. I grew up seeing him messing around with Ads and he also had a small advertising agency at one point. But, I also earlier mentioned that I come from a highly artistic family and advertising is just one of those avenues where one gets to express their ‘artisticness’.
What’s that one project that would forever be on your Wall of Fame?
With advertising, each project comes with its perks – you might have a project that makes a lot of noise but with minimal impact, and then have another that is silent and yet very impactful. So, I have two of those campaigns; the Don’t Drink and Drive Campaign by Uganda Breweries which I believe was effective; and the change from Sadolin to Plascon, where I was the lead copywriter the most exciting thing about this campaign was that we killed a brand which had a 50 year legacy in just 2 weeks – it was very brutal and very strategic. It’s important to know that these works were facilitated by the teamwork and ideal creative environments at the agencies I worked for at the time
The one I am known for is the Mirinda Fruity jingo that I did – ‘I am feeling free, I could be who I want to be…’ and that was big among fact many people grew up with that song.
Tell us about your company, Volcanic
First things first, Volcanic has been around for five years though that there is a pandemic and a lockdown in between. However, the reason I started Volcanic is because I am a creative and we have been historically oppressed in the Advertising Industry. From not getting paid, to earning peanuts to not getting the respect or recognition we deserve. So the reason I created Volcanic was to bridge the gap between Creatives and Executives.
My vision for Volcanic is ‘Good Creative Work and Good Creatives’ – with those two, as a foundation for our practice, I am confident that our team will repeatedly deliver customer satisfaction on the projects we tackle.
What Inspired the brand name – Volcanic?
A friend and I had a quick deal and so we had to make a lunchtime presentation but had no company name – since we believed that we make brands erupt, we decided to go with Volcanic and it has stuck ever since then. So, this is about the eruption of; Creative work, Creatives, Ideas, Passion, and Brands.
After 10 years in the Industry, what are some of your achievements?
In the last 10 years, I have lent my time, ideas, and skills to over 50 big and small brands creating exceptional work and while at it, I have mentored over 20 young creatives – something I continue to do passionately. My greatest achievements shine in the various success stories of the brands I’ve worked on and the people I’ve mentored.
What’s in store for us in the next 5 years?
This business requires being grounded and humble when it comes to predicting your future. Again, I go back to the tenets we talked about earlier, things that I can guarantee – “good creative work and good creative people.”
Let’s talk about AI. Are you worried your job could be at risk?
We started using AI at Volcanic sometime last year and I must say that it has made our work faster and easier, especially certain design functions. So, we are not afraid of AI, we embrace it and are using it to better our craft.
What are some of the challenges you have faced in this Industry?
I’m in the problem-solving business so I’d rather frame challenges as opportunities to put on my thinking cap, fold my sleeves, and get to work.
So, what makes George tick?
I have been called a workaholic, so I think it’s my work. I can produce music, design, write, and develop strategy, and that’s where my life revolves – while some people regard that as work, it’s my lifestyle.
The only hobby I have could be cooking – otherwise, my work is my basic hobby.
What advice would you give a young person interested in joining this Industry?
1. Focus on your craft. You have to get into a rhythm of being better and getting better every day and this should be your motto.
2. Discipline and character will take you places.
3. Walk the line. Here, I mean – ethics and integrity – a person with a code that society can be proud of.
4. Run your race – avoid comparisons.
5. Do the work – and this is the most important one.
Volcanic is a Digital Marketing Agency that combines strategic thinking, dazzling design, innovative digital solutions and crisp multi-media production to deliver outstanding campaigns and captivating brand experiences.They are dedicated to speedy delivery of work/projects in which they plug in various local and international associate creatives to widen the pool of our creative ideas.
With a young team of dedicated, passionate and experienced advertising professionals Volcanic goes into digital work from a creative and audience-focused perspective.