2019 Attendees

Sebastian Covino

, Australia


1.    Prior to being chosen to participate in this program, what did you know or hear about the LIA Creative LIAisons program?
I knew that it was an amazing experience, but I didn’t really know what it entailed apart from going to Las Vegas. Both of my Creative Directors went early in their careers and spoke incredibly highly of it. Another colleague said that the talks are of such a high level that he goes and watches them, while he’s there to judge.
2.    What do you expect to get out of Creative LIAisons? What do you want to get out of Creative LIAisons?
- I expect to get advice from and rub shoulders with the best of the best on a global scale.
-Meet and learn about different people from around the world. How does their culture affect their creative product? Does it at all?
- Witness what it’s like to judge, not just enter an award show. - Also, a week in the city of lights sounds pretty unreal.
3.     If you were to choose what the speakers present, what topics would you choose?
I would like to hear about their process in regards to their own work. I think when you watch/read/experience all great pieces of work, it seems they all have that aha moment that is so obvious and immediately makes sense of an idea. To consumers, it seems simple, but as creatives we know how far away it is, and the distance between brief and end product. It’s always interesting to hear brilliant creative minds talking about that. i.e. How do you go from Nike’s brief to celebrating 30 years of ‘Just Do It’, to using Colin Kaepernick as the center of the campaign? How was the script written? What did you present it as and how did that differ from the final cut? It would be interesting to just hear one brilliant creative talk about his/her or their agency’s most famous piece of work, and what it took to get there.  
4.    If you could choose any juror to interview for two minutes, who would it be and why?
I’d choose John McKelvey. I know a few people who have gone out and done their own thing in Australia, but very few that have managed to make it that far in New York. John x Hannes is polling as a global heavy hitter. He feels like the next David Droga, and his agency’s work is phenomenal. I’d predominately ask him how it was starting up in a big city, why he decided to go there and not keep it local in his home of Sydney, the trials and tribulations of the process, and how he wanted his agency to differ from the traditional big ones he worked at throughout his career. Also, is growing so fast always a good thing?
My second choice would be Mark Tutssel, for almost the complete opposite reason. There would have been a point in his career where going out and starting an independent of his own was on the cards. Why did he stay with the large networks? What’s the biggest difference between being a mid-weight creative and being the global CCO? Does he still come up with ideas and put them forward? What does he do outside of work to fuel his creativity? I probably wouldn’t be able to ask this much in two minutes, but I’d do my best. It would also be nice to just have a chat with an established legend of the game.