The Source: Calle Sjoenell

Calle Sjoenell, chief creative officer at Ogilvy NYC is inspired by Wired, Punchdrunk theatre and Kraftwerk, is a dedicated Apple freak, gets weepy about the plight of ET and eagerly awaits the invention of client mind-reading technology.

What is the most creative advertising idea you’ve seen in the last few months?

Dove Real Beauty Sketches. It’s an outlier idea combined with such strong insight. How can we bring to life women’s view of themselves? I also like the execution. It’s not perfect by any means and that is what I like about it. 

What’s your favourite website?

Fast Company Co Create [fastcocreate.com]. I always find interesting content here and deep interviews with creatives from all corners of the world. I also adore them for having those enormous pictures when you arrive on the site. It really sets the tone of what you’re about to interact with.

What website do you use most regularly?

I think Google’s services are so good and intuitive that they feel like an extension to my brain. Who played alongside Sean Penn in Fast Times at Ridgemont High? Where is the Rapha store in London? All those really important questions get answered in seconds. True magic.

What’s your favourite magazine?

Wired – I’ve probably read 90 per cent of all their issues since the first one.

What product could you not live without?

I’m a complete Apple freak since I started making music with Cubase 1.5 and the Mac II, which did not have a hard drive, but floppy discs. I’ve been through the emotional rollercoaster it takes to be a true Apple fanboy, and since I’ve defended them through thick and thin, with or without Jobs. I have to say that the iPhone is the best product on the planet. If only I could control my addiction to use it better.

What product hasn’t been invented yet that would make your life/job better?

A client mind-reading device. If I could read my clients’ minds and know their hopes and fears, I could make better creative work for both parts.

Mac or PC?

That is not a question.

What show/exhibition has most inspired you recently?

Sleep No More [interactive theatre piece by Punchdrunk] is the most progressive experience I have seen in a while. The settings, light, mystery and production were impeccable. I only wish they’d chosen a less abstract story so you could piece things together better yourself and be more involved. But hopefully that is what’s next in this new genre they’ve invented.

If you could live in one city, where would it be?

New York City. I have been here for six years and it’s gritty, dirty, chaotic, loud and absolutely wonderful.

What track/artist would you listen to for inspiration?

Swedish DJ and producer Eric Prydz. He is a true magician in the field of electronic music that is both intelligent and hedonistic at the same time. Can’t wait for the concert on 19th of October.

Who’s your favourite designer?

ACNE – Every time I go back to Sweden I get something from them. Rag & Bone is a close second though.

What’s the best film you’ve seen over the last year?

Jiro Dreams of Sushi. Dedication to craft on an unparalleled scale. Very humbling to watch, but makes you want to be better at your occupation in every way.

What fictitious character do you most relate to?

ET – his conflicting yearning to stay with Elliot while wanting to be home in the stars makes me choke, just by typing it.

Who’s your favourite photographer?

My brother Pelle’s Instagrams, I have laughed at his jokes since he could start talking and his pictures always bring a smile to my face.

If you could have been in any band, what band would you choose?

Kraftwerk. They are the inventors of electronic music as well as modern dance music. Listening to Numbers live from their tour in 1981 and the swing from that beat still makes my knees weak. And they did it from home-soldered drumboxes and some Minimoogs. They deserve to be in the music Hall of Fame more than some recent inductees.