On My Radar: Tom Rainsford
Virtual mobile network giffgaff's brand director on De Niro, doing what his mum says and contemporary dance.
What’s the best ad campaign you’ve seen recently?
The new Thomas Cook TV creative, Pool Kid, has a lovely feeling to it. The casting and soundtrack are great, too. Top work form Albion and Mark Albiston.
What website(s) do you use most regularly and why?
What’s the most recent piece of tech that you’ve bought and why?
I recently bought a Roland SP-404sx sampler. Just for messing about, but the ability to make yourself feel like Kanye West, from the safe environment of a flat in West London, has no limit. This Boilerroom set is proof of the 404 power.
Facebook, Instagram or Twitter?
Instagram - first thing I check in the morning. I got a bit fatigued with my social channels. I tend to find them littered with bad news, and I really don’t need that in the morning. The commute to work takes care of that wondrous feeling.
What’s your favourite app on your phone and why?
Other than the obvious ones like social and music, Photoshop Fix is a neat tool. You can make simple Photoshop-esc changes to photos before sharing on Instagram or similar. A pretty nifty tool.
What’s your favourite TV show and why?
The Leftovers (particularly the second series). Right from the titles, I love the juxtaposing of the music and visuals, with the show’s storyline. It mixes truly bleak and harrowing situations with enough WTF to make you constantly question what’s going on. The use of music is sublime throughout. Here’s a link to the soundtrack…
That or Nashville. I’m slightly addicted to channels like E4.
What film do you think everyone should have seen?
Casino. Goodfellas is great but to me Casino is the best gangster film made. The story, the characters, plot, cast, music, styling and, of course, Scorsese’s directing is a must-see. Robert De Nero’s opening ‘When you love someone…’ monologue is timeless.
Although I did watch Happy Feet three times over Christmas. I love that little dancing bastard.
Where were you when inspiration last struck?
I think it can come from anywhere.
Without wanting to get too deep, I think we all constantly soak in inspiration and influence from what we engage with. Lyrics from a TOOL track back in the day influence me as much as hair product packaging and Pina Bausch [below]. The key is how you use what’s in your melting pot.
What’s the most significant change you’ve witnessed in the industry since you started working in it?
A ‘let’s do it’ attitude is everywhere now. People aren’t reliant on old systems, traditions or approaches to get stuff done. Look at anything from tech start-ups to fashion labels, to music, film and politics. People’s ambitions are endless and everyone believes in getting their message out there, but always done in their way. The creative world is full of fearless and bold thinking. Not everyone is going to be the next big thing but that doesn’t matter.
If there were one thing you could change about the advertising industry, what would it be?
More Davids, less Goliaths.
What or who has most influenced your career and why?
My mum. She makes AA Gill look warm and she put enough fear into me to work harder than the person sitting next to me.
Tell us one thing about yourself that most people won’t know…
I did a degree in contemporary dance and all I really want to do is dance at Sadler's Wells or ROH. Worrying, yes.