Rankin's reasons to be fearful
In the first of our frankly terrifying series on what gives advertising pros the jitters – we speak to Rankin, world-renowned photographer and founder of agency Rankin Creative, about the impact of anxiety on society, creativity and the industry in general.
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Do the fears of the world at large (climate change, economic uncertainty, political division) affect your creative process?
The world around me has always influenced me creatively, whether that’s fear or jubilance. Creativity in a vacuum never makes sense, because it has to connect with an audience.
Wars, climate change and the insidious nature of social interaction and media means that we naturally don’t take any risks with fiscal choices or otherwise.
However, saying that, I would never allow fear to dominate my creativity.
How do you feel the world's worries are impacting Western consumer culture?
On the whole, it makes brands scared and consumers nervous. Human beings like certainty, comfort and a safe map of the future.
Wars, climate change and the insidious nature of social interaction and media means that we naturally don’t take any risks with fiscal choices or otherwise.
I personally believe that all of our problems and worries stem from and are magnified by the technical/digital revolution. Unfortunately, we are tied to it as a system of communication that literally profits from fuelling that fear.
The war in Ukraine has augmented pre-existing negative forces on the global economy, such as extreme poverty, food insecurity, rising inflation and worsening environmental collapse.
Is fear good or bad for advertising?
The current fears in advertising present an opportunity for some. A chance for those brands and creative partners to fill the gap that will be left by more mainstream and fearful companies, as they become less risk averse and want to spend less.
You don’t even have to be brave to take that opportunity, just smart about how to use it!
What scares you most about the future?
Aside from a full-scale nuclear conflict? – The life that will be left for the young.
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Rankin believes the technical/digital revolution – though providing essential communication tools that we are now tied to – has magnified society's unease.
What was your biggest fear when entering the industry?
Imposter syndrome.
My biggest fear for the future of film production is that it will become even more mediocre than it has already.
For a job like yours, is fear a friend or foe?
It’s what you make of it.
What are your biggest fears for the future of film production?
That it will become even more mediocre than it has already.
