Area(s) of expertise: Commercial directing, creative direction
Summary of expertise:
Executive creative director for ATTIK U.S. and commercial director behind numerous high-profile television campaigns and brand films for ATTIK's top clientele, including Scion and Lexus. In 2012, Simon directed the first-ever Super Bowl spot for Lexus.
Simon is an internationally recognized expert on branding, creativity, design, cross-media advertising, viral advertising, film and video directing and production, the use of computer graphics imagery (CGI) and visual effects, the evolving role of the advertising creative director.
Blog/Web site: www.attik.com
ATTIK's TAXI 'a street marketing methodology developed to gain insights into the youth market mindset' has been used to conduct extensive research into a variety of target markets. Findings for the Gen Y audience identify strong ties to individuality, self-expression, word-of-mouth communications, diversity, style and an urban lifestyle ' as well as clear aversions to poor advertising and notions of 'being marketed to.' Current comprehensive information on numerous markets is available to ATTIK's clients.
2001: Noise Four
1999: Noise 3.5
1997: Noise 3
1996: Noise 2
1995: BOB (Noise 1)
Latest ATTIK news releases here: http://darnellworks.com/attik/releases.htm
Recent: FWA Favourite Website Award honors for several Scion websites created under Simon's creative direction; Premier Print Awards Best of Automotive Category honors; New York Festivals' Gold World Medal for Computer Animation and Silver World Medal for Best Special Effects; Best Commercial Animation in the Australian Effects and Animation Festival.
Prior media experience:
Simon contributes regularly to creative business-to-business and consumer-oriented media outlets.
Typography and print design studies at Batley School of Art, 1984-1986.Honorary Doctor of Letters degree from the University of Huddersfield, 2000.
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