On My Radar: Ben Sedley

Ben Sedley, director at Another Film Company behind work for clients such as KFC, Greenpeace and Marmite, gives us a glimpse of his creative radar and reveals that he gets lost in YouTube and believes that inspiration doesn't strike, it creeps.

What’s the best ad campaign you’ve seen recently?

I’m a big fan of Mother’s work for IKEA. It may not be that recent, but I especially like Dougal Wilson’s Joy of Storage [below] because it’s the only commercial that I’ve recently seen that seems to be infinitely watchable. 

What website(s) do you use most regularly and why?

Is Google a website? Apart from that, there’s a few I find myself on too often and probably for too long.

It’s an obvious one, but I can get lost for hours on YouTube – leapfrogging down a labyrinthine web/space/time black hole from one clip of something surreal and unusual, to another.

I also find myself on builderdepot.co.uk a lot these days as I’m renovating my house and have to spend lots of time browsing hardcore DIY building products and fantasizing about what I would do with them if I got them home. 

What’s the most recent piece of tech that you’ve bought and why?

A Canon 100D, for a recent trip to Vietnam. Apparently it’s the smallest digital SLR on the market (according to the man in the camera shop who wanted to sell it to me). It’s beautifully designed, lightweight and takes great pictures with a standard 50mm lens.

Facebook or Twitter?

Instagram.

What’s your favourite app on your phone?

My new Nest app, which allows me to control my central heating from my phone. It makes central heating exciting and not many apps can claim that. 

What’s your favourite TV show and why?

Arrested Development. Great writing. Great performances. 

What film do you think everyone should have seen and why? 

Butch Cassidy and the Sundance Kid [below] is without doubt the best film ever made. It’s a faultless example of perfect script writing and filmmaking in every possible way. It’s a screenwriting master-class and a cowboy movie. What more can you ask for?

Where were you when inspiration last struck?

I’m not sure inspiration strikes, I find it creeps up on you as the result of a lot of hard work. 

What’s the most significant change you’ve witnessed in the industry since you started working in it?

I think it's more stimulating and fun than it’s ever been. Technology has moved things forwards, immeasurably creating - and still shaping - whole rafts of new and innovative methods and means of communication. It’s very exciting and means the focus is expanding well beyond the once Holy Grail of TV commercials.

If there was one thing you could change about the advertising industry, what would it be?

It would be nice if clients allowed creatives and directors to execute exactly what they believe is right, rather than being overly concerned with the ticking of the boxes from research groups. 

What or who has most influenced your career and why?

So far, the advertising industry has most influenced my career. 

Tell us one thing about yourself that most people won’t know.

I once jumped out of an airplane and my parachute didn’t open properly.