Monday, November 23, 2009

Sid Lee on Hyper Island


George Giampuranis and Petula Bouchard, Sid Lee.
Photo: Christoffer-Robin Eklund, Motion Graphics Designer 2010 Karlskrona

George Giampuranus and Petula Bouchard at Sid Lee were interviewed by Hyper Island Students Andreas Kleiner and Michaela Sirilä.

Could you tell us a little bit about who you are and what you are doing @ Sid Lee?
George: Creative Director for Interactive and Partner with Sid Lee since 1999.

Petula: COO partner with Sid Lee since 1999

What makes Sid Lee different from other agencies around the world?
George: Simply put, it’s our integrated multidiscipline approach. It allows our to use the power of creativity in a much more comprehensive marketing mix to solve our client’s business objectives.


Whats your connection with Hyper Island?
George: We have been doing portfolio reviews in schools worldwide for a while now. Hyper Island pinged our radar when the Crew 12 site won an FWA three years ago. The relationship grew from there.

What makes Hyper different from other schools?
George: Clearly its the methodology. I have never seen an academic environment that nourishes a mix of “learn as you go” with critical analysis, problem solving and creativity in such a practical way. The resulting students are very much what the industry needs right now.

You came here during our experience technology module, why during this module?
George: To be honest, I didn’t even know what the module was when I came. I though I was only meeting the students to talk about their portfolio. I should have read the email :-). In the end, I was very happy to be a part of this module. I hope my comments were helpful to the students who were clearly working very hard on their assignment.

How many people from Hyper Island do you have working with you today?
George: Right now there are four. One in Montreal and three in Amsterdam.

You said today your were out looking for talented people, what is talent to you?
George: Talent is about being creative within constraints and to be able to find solutions that makes those constraints appear invisible. In other words, work within the brief. Also, you must be able to execute your solution in excellence. At Sid Lee, you have to get your hands dirty.

Petula: Talented people is people who are passionated in what they do, always one foot in head, who try some things differently and creatively


If you could name 3 things thats important for SID LEE what would that be?
Petula : people, people, people

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