The TBWA creative director talks about his collaboration with director Jonathan Glazer and breaks down his storytelling process.
A keen attention to detail, particularly unexpected details, is clear in Campbell’s work. Part of that, he says, is how his process for constructing a story always keeps an eye on the sidelines. “It’s weird,” says Campbell. “It’s like tunnel vision and peripheral vision at the same time. I know where I want to go eventually but I’m also interested in everything that’s going on at the margins. So I‘m trying to bring in things that perhaps shouldn’t matter, but I’m thinking about what that thing that shouldn’t matter has to do with where I’m going.”