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Matt Hopkinson, Art Director, Inferno

3 min, 34 sec read
17:14 PM | 27 February 2013
by Adam Oldfield
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Hi! My name is Matt Hopkinson, I am a 24 year old Art director at Inferno but you already know that as it said it on the title so I won’t bore you with the details.  I am all about ideas! I love them, nothing makes me happier than sitting with a sketchbook, dreaming up concepts. I like meeting people and shaking hands and could talk all day if I’m allowed to.

What was your first ever job? 

My first ever job was as a general handyman in student houses, which consisted of spending my days laying carpet, knocking down walls and painting hundreds of walls with an inspiring new coat of magnolia.

Why did you go into advertising?

I don’t know how it happened really! When I left uni I knew I wanted to be in the creative industry but not what area, I started out at a experiential agency which created large scale events and did lots of R&D into new technologies. From there I had a brief spell at a purely digital agency which created apps and then I turned my attention to advertising because of the variety of clients you get to work with as well as the industry’s thirst for ideas! And because it seemed like the place that would have the budgets to help enable me to realise some of my slightly more ambitious concepts! 

How did you clinch your first job in ad land?

Hard work and lots of pestering people. I reorganised my portfolio a thousand times and walked around a lot of places asking to be let in!  Its great to try and meet as many people as possible, you never know where it might lead.  I started out as a freelancer which enabled me to work in a few agencys which is a great way to start out, as you get to work on a variety of different clients

What’s the best piece of advice you’ve been given?

Be nice to people and they will be nice back.

And what’s the worst piece of advice?

Stop daydreaming! 

How would your typical day play out?

Normally I get to work and have a bit of time so I hunt around the internet to try for a bit of inspiration!  Then it’ll be time to get to it, so sketchbook out and mac on! I’m not sure how to describe a typical day really as its always changing!  At Inferno new briefs and clients are coming in all the time so some days it will be purely ideas, some with brainstorms and design, some with client presentations and others a bit of everything! 

It keeps it interesting!

What do you see as the next big thing?

Myself of course! Ha not really, I’m not that much of dick! I reckon its all about 3D printing in the year to come as well as ubiquitous data.  The prospect of streamlining the digital and physical environments to run simultaneously is an interesting prospect.  Google glasses, epaper technologies, the list goes on! I’m a bit of a techgeek!

What inspires you?

People’s personal projects as sometimes that’s where the most interesting and ambitious work comes from! 

If you could share a desk with anyone, who would it be? 

I’d share a desk with anyone really, a fresh perspective is always good!

What’s your one piece of advice for young people looking to break into the industry?

Don’t send out mass emails and just change the name! Its really obvious when you get one, do something original/creative! You want to showcase who you are and your ability not that you can press send a thousand times a day. Or pick up the phone and ring, emails are easily ignored whereas a ringing phone isn’t!

Do your research, don’t try and be a maverick, you don’t want to end up lost for words and looking like a goldfish in your interview.

People may say no to you but take it in your stride… TO GREATNESS

It will be said time and time again but, DON’T GIVE UP!  If you have a good attitude, strong work ethic and an imagination you’ll go far!

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