Andrew Rae Has 'THE' Creative Partnership
Creative partnerships are challenging. There are a lot of ideas, expectations, and complex communications that can get muddied in a creative relationship. That’s why revisions and drafting are such an integral part of collaboration. But sometimes a creative relationship just clicks. For Andrew Rae and The Martin Agency that’s the kind of relationship that’s shaping up in Stoli Vodka's “A vs. THE” campaign.
In the campaign, Stoli shows the difference between making “a” choice and making “the” choice, meaning the right choice. A worm is insignificant: it’s a tube of an animal that feeds on dirt. But THE worm is an enticing and exciting dance. To elegantly express these ideas, they tapped Andrew Rae to create a fortune of images to use in clever, hilarious animations. “We seem to be on the same wavelength,” Andrew says about working with The Martin Agency and Stoli. “All the references that they’re giving me are things I’m familiar with or like already. We’re on a wavelength. It’s good. It’s nice when this happens.” It’s kind of rare, according to Andrew, to have a working relationship like this. But for a project like the one with Stoli it’s really important. Especially because of the scope.
So far four spots have been released, but that’s a drop in the ocean. They’re gearing up to release at least 25, or possibly even more. Many more. They’re constantly on a roll out schedule to continue to produce all of the spots and that means Andrew has barely stopped working. When asked how much he’s working on the vast campaign, Andrew says, “It’s kind of all the while at the moment.” We’ve caught him at the beginning when only a handful have released, so he’s still at the beginning of what will undoubtedly be a fantastic artistic challenge. “Bonkers, isn’t it?,” he remarks.
But there’s a lot to stay interested with a campaign of this breadth. And Andrew is already having a great time. Since he’s doing all the drawings, and the animations are being taken care of elsewhere, there’s still some surprise when he sees the final product. He says, “Those first three I particularly enjoyed. The hawk guy. I like the little sound he made: ‘Ku-kurro-ko.’” That exploration and surprise keeps things fresh and feeds back into the relationship that Andrew and Stoli are building together.