In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Oliver Snoddy, Project Manager from our London studio.
A bit about me…
Sport-obsessed. I’m absolutely football and golf daft despite my handicap and FPL rank alluding to the contrary. Having played football my whole life, golf is a bit of a newfound obsession. Seeing the beauty in chunking shots and looking for balls in the British climate is a skill in itself (I think). Anyway, this waste of time and being a Man Utd fan is not the biggest contributor to my self-proclaimed strength of resilience. Being ginger and a Scot in England has given me an unparalleled ability to overcome all the things the creative industry throws at you! I thank my so-called mates for the character building.
I have been extremely fortunate to experience different cultures, with stints in Scotland, China and Germany, which have helped me build a unique perspective of the world. Greenock is home, and other than me, has made some incredible contributions to society, including James Watt and the sweets Millions. As I’m sure you’ll agree, the skyscrapers of Shanghai and Oktoberfest are nothing on these but have definitely shaped me into who I am today.
As you will gather from this article, sport has been a constant pillar of my life, including my degree. I had a fantastic time studying Sport Management at the University of Bath, and it really has pushed me to deepen my knowledge and interest in the sporting commercial landscape. A highlight of which was conducting research on the Imagination project MLB Home Run Derby X. The purpose of which was to uncover the impact of Gen Z’s consumer habits on traditional sports and their need to adapt to captivate this audience.
The creative experience that has influenced me the most…
A pretty recent collaboration between artist Werner Bronkhorst and F1 Driver Lando Norris is a bit of a game-changer in my opinion. Activating in Vegas in tandem with the Grand Prix, Bronkhorst, known for his unique textured style of illustrating sporting landscapes, worked on one of Norris’ helmets. Showcased at a pop-up, I think this project in particular showcases the direction of travel for sport. Situated at the epicentre of Motorsport, Art and Modern Culture, the space is growing, and this particular piece will be used as a reference for years to come. It is now clear that an independent sporting product is not enough to captivate modern audiences, and fusion between these niches is vital. Simple but effective.
My industry hero is…
I’m not sure he ever delivered a retailer conference, but it’s got to be Sir Alex Ferguson. A key contributor to the happier years of my life, his ability to lead a collective to sustained success over decades will never be topped. There is a lot to learn from the constant drive for more, attention to detail and people management. Skills that are definitely required in agency life.
The piece of work I’m most proud of…
I would say that the last Formula E season has been a milestone for me. Delivering Race Hospitality Suites and Activations in Monaco and London was a challenge, but one I thoroughly enjoyed. Thankfully, with the support of a fantastic team, we delivered these without a hitch, but definitely an amazing learning curve. Superyachts and above Pit lounges are the norm in these environments, apparently, which was a bit of a shock as I’ve never seen one on the Clyde Riviera.
The piece of work that makes me cringe…
Can I say everything I worked on during my internship here? I’ve learnt an awful lot over the last couple of years, and sometimes the cringeworthy questions I asked or attempted budget flashbacks give me goosebumps.
The experience I wish I had created…
It’s a bit of a full-circle moment. During my time in Shanghai, I got my first exposure to Imagination. Someone, somewhere, came up with the idea of an F-Pace completing a 20m tall loop-the-loop on a livestream, and it worked. At 14 years old, I was completely mesmerised and naively didn’t quite understand the amount of brilliance required to pull this off. Having been with Imagination for over two years now, I can quite confidently say that only Imag could make something like this happen. That feeling of tension and theatre has stuck with me right up to today. Something about a stunt just hits different.
Advice to my 18-year-old self…
Ask more questions and trust the process.
What’s next?
Playing hopscotch around embargos makes this question difficult, but lots of exciting projects are brewing in the pipeline next year, so I’m sure I’ll be busy. But far more importantly, Scotland is going to their first World Cup in my lifetime, so my kilt is pressed, and ESTA is in process.
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