On My Radar: Charlie Sells
Jelly's Joint-MD, Charlie Sells, reveals what's on her creative radar as she tells us about embracing the sound of silence, craving "super-trashy" TV, and collecting people (but not in a creepy way!).
)
What’s the most creative advertising idea you’ve seen recently?
Tecate’s Gulf of Mexico Bar definitely gave me the envious, 'Ugh, I wish I’d thought of that', which I know means it’s a good one. Super-smart blend of cultural insight, brave creative and it was brilliantly executed. It’s exactly the kind of work that gets us excited at Jelly.
What website(s) do you use most regularly?
Well, judging by the 80 tabs I seem to have open at any given moment… a lot! But the main ones: shots (of course), Creative Boom, It’s Nice That, Instagram, Pinterest. I’m a very visual person, so I gravitate towards anything that sparks ideas. Also, having WhatsApp Web open helps as I don’t have to jump from my phone to the laptop (or worry when I can’t find my phone!).
What’s the most recent piece of tech you’ve bought?
A set of Loop earplugs, I have definitely found these helpful for focus and overstimulation, and when I want to get into the zone. And, yes, they even work in soft play centres!
What product could you not live without?
My notebook. As much as I love tech, there’s something about scribbling thoughts, doodles or ideas (although you’d need a forensic handwriting analyst to decode my scribbles - I seem to have developed my own shorthand that only makes sense to me). It’s usually where the first spark of a creative idea lands before we bring it to life. Also, who DOESN’T get excited over new stationery!?
What’s the best film you’ve seen over the last year?
I was surprised to actually really enjoy Netflix’s K-POP Demon Hunters with the kids, even after the 3,455th time. Great storyline, great animation, and songs that I’m not ashamed to say I can sing along to. And yes, I have woken up to What It Sounds Like in my head in the middle of the night quite a few times! (IYKYK!)
What film do you think everyone should have seen?
Amélie. Not just because I’ve pretty much had her haircut since I was five, but it's whimsical, deeply human and reminds us to notice the little joys in life. Plus, a nod to my French side.
What’s your preferred social media platform?
Instagram, hands down. I’m such a visual person, and I love that it’s a mix of seeing what friends are up to, discovering artists, and diving into the world of makers and crafters. I especially love seeing creative experimentation in Reels and Stories.
What’s your favourite TV show?
My days are usually packed with high-stress moments, so come evening, all I want is something SUPER-trashy, think Married at First Sight, Celebs Go Dating, Love Is Blind. Zero thinking required, just pure people-watching joy. I’m absolutely fascinated by human behaviour, and these shows have it ALL!
Unfortunately, my partner prefers LOUD action thrillers, so my reality TV indulgence usually gets snuck in during solo screen time. The compromise for our evening watch is something a bit more middle ground like The Rookie. Light-hearted, some action and with good storylines. Ideal.
What’s your favourite podcast?
Inside Out Community. I love hearing from creative leaders within in-house agencies. It's fascinating to see how different their set-ups are, but also how similar their challenges are when it comes to making work that truly connects with audiences.
What have you been most inspired by recently?
As cheesy as it sounds, I think it has to be my kids. Both boys keep me on my toes - I love seeing the world through their eyes; it makes me think about things differently. My youngest was diagnosed with autism this year, and the way he navigates the world with curiosity and resilience is endlessly inspiring. It’s changed how I think about communication, creativity and empathy, both at home and at work.
If you could only listen to one music artist from now on, who would it be?
Probably Erykah Badu; her voice, her energy, her storytelling. Feels like a big warm hug.
If there was one thing you could change about the advertising industry, what would it be?
Less fear. We’re in such a powerful industry, with creativity at its heart but, over the last decade, I think fear has crept in and diluted the boldness. I’d love to see us get back to being brave and trusting our creative instincts. There’s some out there, but it would be good to get more work that makes people feel something.
Who or what has most influenced your career?
I love to collect people (wow.. that sounds creepy!!). I’ve always been fascinated by people, learning about what makes them tick from their personal lives to how they approach tricky situations at work. I love to collect those special people that really make me think, bring me joy, make me stop and reflect. Those are the people that really influence my career, as they’ve helped me shape different approaches and ways to think about things. I carry bits of their thinking with me in the way I work.
What scares you the most?
Standing still! I think it’s so important to keep learning, evolving and challenging yourself, whether that’s trying a new approach creatively, learning a new skill, or attempting to cook something with 25 ingredients from one of Ottolenghi’s cookbooks.
What makes you happiest?
That feeling of, 'yes, we did it!'. Whether it’s cracking a creative brief, seeing a project land with impact, meeting brilliant people, or just getting both kids to eat the same dinner. A sense of achievement lights me up.
Tell us one thing about yourself that most people wouldn’t know.
I have a stamp collection. My mum used to collect them and, as a bilingual secretary, had a lot of different stamps from all over the world. I was allowed to look through them as a child and used to love sorting them out by theme, country, colours. I had an appreciation of design from a young age and would spend hours admiring the different styles and graphics. I still have them and am hoping I can pass them down to my kids to enjoy, once their hands are no longer permanently sticky!
