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BILL DUNN
HST
I've printed this letter and stuck it above my desk in every place I've ever worked. In 1973, Hunter S Thompson was national affairs editor of Rolling Stone. He sent this to Anthony Burgess regarding some late copy. Burgess was, at the time, was one of the UK's most respected novelists. Not only is it deliciously irreverent, it also crystallises the relationship between work and creativity. Sometimes, instead of mooning around waiting for inspiration to strike us, we should all get our asses out of the piazza and back to the typewriter (or MacBook Pro, or whatever).
OK I'll trot out my HST story for you. He gave me a writing lesson at Woody Creek in Colorado. We spent the whole night reading aloud and "getting the rhythm". So there you go – I've been taught writing by HST and you haven't.
CLIENT: Volvo
AGENCY: Redwood
I'm proud of the multi award-winning customer magazine I created for Volvo. LIV is Swedish for life, and it represented the Volvo brand in its international content, embodying a very Scandinavian approach to luxury – people, family, the environment and innovation. It expanded into digital content like this film. And as Volvo's brand evolved (with some help from me defining its Tone of Voice and ethos) so did our content. It was translated into 19 languages and 67% of readers surveyed said it was a decisive factor in making them buy the brand again when it came to their next car purchase.
LIV
CLIENT: Volvo
AGENCY: Redwood
I commissioned myself to do this story for LIV (Volvo's customer magazine). Volvo wanted to show the capability of the Volvo XC70. I did this by creating a story which would involve a lot of sand driving through a desert – we took the XC70 to Oman in search of one of the most valuable substances in the world – frankincense. On the way, I learned a few words of Arabic and the art of sand driving (which is basically never to brake or stop). The photographs were taken by Andrew Shaylor, one of the best travel documentary photographers working today, and the pages were designed by Tony Peters.
OMAN
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