I RESCUE PRINCESSES
FROM CASTLES
Hi! I'm Matt Longstaff and I love using creativity and technology to solve problems for people. This drive quickly lead me to the world of advertising, where problems are called "briefs" and the ways of solving them requires imaginative and original thinking. When the digital revolution arrived I quickly jumped aboard, varying my work to include websites, apps, interactive experiences and VR.
I draw a lot from game theory to produce work that is entertaining for the end user, beneficial for the client and always leads to the next step in the sales/engagement process. Being from the Nintendo generation, I visualize the creative process as a Mario level; getting the client (Mario) to the princess (desired outcome) while avoiding all obstacles and pitfalls along the way.
I’m currently based in the US (New York to be specific) and have just about learned to spell colour as “color” without wincing. I’m still working on “sidewalk”…
TOUR OF DUTY
2006 - 2011
Creative Copywriter - AKQA, London
I was hired after graduating as a member of a creative team, making digital campaigns and websites for FMCG and video game brands.
2011 - 2014
Senior Copywriter - AKQA, Berlin
After pitching and winning MTV from the Berlin office, I expanded my creative skillset to include response-to-brief ideation, film production, website design and digital social strategy.
2014 - 2017
Associate Creative Director - AKQA London
After retuning from Berlin I worked across a number of European AKQA offices. I was involved in growing client relationships and presenting ideas for client that included Nissan, Booking.com and Barclaycard.
2017 - 2020
Group Creative Director - AKQA San Francisco
I was invited to move to San Francisco as the Creative Director for Activision. Over the three years I expanded my client list to include IBM and Oculus. I built and managed creative teams and technologists and served to deliver creative excellence while supporting and elevating my team.
2020 - 2022
Freelance
The COVID lockdown presented a unique opportunity to see the agencies of the US from my desk. I worked for multiple agencies on both coasts for clients as diverse as video game publishers and therapeutic footwear.
2022 - Present
Creative Director - Barbarian
After helping Barbarian win the Social Agency of Record position for American Express while freelancing, I came aboard full-time to build a team to service this new client. So far the team has grown from 4 to 16 and we have produced work for a range of Amex-affiliates such as Shop Small, The US Open, Resy, The Platinum Centurion Card and Delta Airlines.
I take breaks from work
by doing more work
I believe that personal projects can greatly enhance your professional projects, giving you a wider expanse of material to draw from when coming up with ideas. I also enjoy collaborating with other creatives to see how they work and get an insight into their specialisms. To this end I have worked with developers to produce entertainment websites, Kickstarted 2 books with an illustrator, written for Bleep.com, co-host a semi-regular podcast on ambient/drone music and am currently collaborating with a game developer on a game that takes advantage of Apple's Siri AI as the control interface.
REcognition for cognition
2008 Campaign BIG Awards
FMCG Gold: Trident Gum Website
2008 Midsummer Awards
Best Viral: Pot Noodle "The Tipping Pot"
2008 Creativity Awards
Gold: Pot Noodle "The Tipping Pot"
2009 Clio Awards
Gold for Innovative Use Of Technology: Fiat "Eco:Drive"
2009 FAB Awards
Best Viral: Pot Noodle "The Tipping Pot"
2010 Campaign BIG Awards
Gold: Xbox "Lips No.1 Hits"
2010 Creative Review
Best of 2010: Xbox "Lips No.1 Hits"
2012 IAB Awards
Grand Prix: MTV "Under The Thumb"
2012 Cannes Lions
Bronze Mobile Lion: MTV "Under The Thumb"
2013 The One Show Awards
MTV "Under The Thumb"
2013 Design Week Awards
Gold: MTV "Under The Thumb
2014 IAB Awards
Grand Prix: Nissan "IDx"
2014 Design Week
Best Digital Installation: Nissan "IDx"
2015 MIXX Europe Awards
Silver: Nissan "IDx"
2017 Campaign Creative Tech Awards
Platinum: The Great British Music Showdown
2019 D&AD Awards
Gold: Oakley “It’s OK” - Cinematography
Graphite: Oakley “It’s OK” - Original Score
2019 Cannes Lions
Silver: Oakley “It’s OK” - Cinematography
2019 Ciclope
Best Original Music: Oakley “It’s OK”
Best Cinematography: Oakley “It’s OK”
BEYOND BRIEFS
Over the last few years I've had the opportunity to get away from my desk and share some thoughts and feelings with the wider AdLand community...
I was keynote speaker at the SEMPL17 seminar on media trends in 2015 and in the same year I was on a Design Week panel discussing how to build and maintain creative teams. I also joined the DMA's campaign for Great British copywriting as a 'maven' in their broadcast debate on YouTube.
I have also been on the IAB judging panel for the last two years and have also judged at the Creative Circle and the Webbys.
I am a keen supporter of the next generations of creatives and have lectured at Bucks New Uni, Watford, The LCC and Central St. Martins about the changing face of advertising in a post-internet age. I am also a regular contributor to the Young Creative Council website and try to do at least 1 book crit with a young team a week. I also work with The One Show boot camp initiative whenever it comes to London.