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.”
“We made a decision the very first season—spoiler alert!—when Don was on the train and the guy calls him Dick Whitman; there was a conversation in the room that Don would take this guy and walk him towards the smoking car to have a drink or conversation and push him off the train. It would have been a very interesting show but I said, ‘Don Draper doesn’t kill people.’”
“I was really interested in the idea of, ‘Just when she thinks she’s out, they pull her back in.’ I figured that as long as I really serviced that idea, I felt like I could make the bulk of the Veronica Mars fans happy, and that most of the rest of the stuff would be like dessert.”
Q: How did you get to be the face of the Venmo campaign?
A: Mostly luck; I was just in the right place at the right time. Iqram, one of our cofounders, spotted me making coffee for myself in the morning after an uninspiring meeting with an ad agency and had one of those moments of clarity. Apparently “Lucas uses Venmo” has a good cadence.
Q: Do you regret your facial hair choice?
A: I didn’t have a choice. We shot the ads during Movember.