“We just have no interest in flooding the public consciousness with ugly noise.”

Justine Armour, International Chief Creative Officer at 72andSunny, joins Second Wind to talk about what great creative work looks like when everyone has access to AI.

Fresh from serving as a D&AD Jury President, Justine talks about why human craft is becoming more conspicuous, what separates genuinely creative cultures from agencies that merely talk about creativity, and why 72andSunny has no interest in joining the race to make more, cheaper content.

We get into what 72andSunny has learned from working with e.l.f., why strategists and creatives should be “getting up in each other’s shit,” and Justine’s five ingredients for great work: simple, surprising, audacious, craft and energy.

Justine also explains why Australian creatives tend to spend longer mastering their craft, why she once turned down an ECD opportunity because she didn’t think she’d made enough great work yet, and the Guinness “Surfer” ad that changed her understanding of what advertising could be.

Plus: AI and creativity, D&AD, e.l.f., Wieden+Kennedy, creative leadership, agency culture, optimism without toxic positivity, tall poppy syndrome, and why Justine remains determined not to be average.

Justine Armour is International Chief Creative Officer at 72andSunny.

Second Wind is a podcast about what happens after you’ve made it — and what the best people in advertising, design and creativity learn next.

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