Workshop: The Power Of Subtraction
Synopsis: Good design adds meaning to your ideas. Great design erases everything but the idea. Nowhere is the craft and creativity of short-storytelling more critical than in OOH advertising. Andy Azula discusses the ways to pull out the eraser and strip down ideas to reveal their most powerful potential. Spoiler alert: It all begins with the brief.
Andy Azula grew up in Los Angeles, where he worked in his parent’s fashion and apparel factory every day after school. It was there that he developed his interest in art and design. He began his career in advertising as an art director in North Carolina. His work for North Carolina Travel and Tourism garnered many awards as well as the attention of Fallon in Minneapolis. While at Fallon, Azula worked on accounts such as BMW, Nikon, Miller, Timex and Lee Jeans. After five Minnesota winters, Azula found his way Goodby, Silverstein and Partners in San Francisco to work on brands like HP, the Wall Street Journal, Specialized Bikes and Foster Farms. A few years later, he joined McCann in San Francisco to work on the Microsoft account. Just over ten years ago, Azula returned to the east to begin work at The Martin Agency in Richmond, VA – his home ever since. Over his career, he has won all of the major awards (Cannes, Communication Arts, The One Show and Clios) and has sat on the board of The One Club. But despite his long list of accolades in the industry, Azula may always be best known for developing and then subsequently “starring” in UPS’s Whiteboard campaign. And while it was never his intention to appear in his own work, focus groups responded to “that guy with bad hair who can draw.” Saturday Night Live even had fun spoofing the campaign.