Moving the Needle: Bryan Barnes

At DDB, our people are the heart and soul to our agency. We believe that the inclusivity of thought and background leads to when we, as a company, are able to be the most authentic and creative. Thus, allowing creativity to be the most powerful force within our business; it has the power to make people laugh, cry, think, alter their behaviour, create change for the world, and impact culture.  

Bryan is a creative director at adam&eveDDB New York and is currently overseeing creative work for JetBlue Airways. Originally from Texas, he has been in NYC for over 10 years and has previously worked at agencies such as Droga5, Johannes Leonardo, and BBDO. He has been recognised by the Obama Administration, Cannes Lions, and the Academy of Television Arts & Sciences, receiving 80+ international awards, including a Cannes Lions Film Grand Prix and an Outstanding Commercial Emmy. He is also involved with organisations like the Ali Forney Centre and has taught at the School  of Visual Arts. When Bryan isn’t working, he enjoys exploring Brooklyn with his partner Jake and their Dachshund, Bruno. 

1. Name, Title, Office, Link to LinkedIn Page  

Bryan Barnes, creative director, adam&eveDDB New York, LinkedIn 

2. What is your personal mantra?  

Bryan> This isn’t a mantra but it always works for me – get outside and take a walk.  

3. How did you wind up in advertising?  

Bryan> I went to art school as a painting major at the University of North Texas. Got my hands on a Mac for the first time and started to learn how to use a computer for creative things beyond Microsoft Paint and WordArt. Found out I actually liked solving problems creatively more than I liked making paintings. Changed my degree and learned how to design, write and art direct. Got my first job in Dallas and have now been in NYC for 10 years and every now and then, I pull the oil paints back out from the basement.  

4. What is a piece of creative that you worked on that particularly moved you?

Bryan> P&G’s The Talk is always going to be the answer to this question. It’s a film intended to educate white people about what it's like to grow up black in America and the racial bias that is faced. There’s not one product in it. It was a mind-opening experience that I was lucky to be a part of. My creative partner at the time, Nedal Ahmed is a black woman and was one of the few black female creatives at that agency at that time, so we got placed on this assignment. She and I talked about race in America for weeks and came up with the film idea for The Talk, a whole other talk that so many white families know nothing about.  

5. What does your daily routine consist of?  

Bryan> Smoothie or iced matcha. Maybe both. Make myself presentable while potentially multi tasking whether it’s jumping on some calls, starting a deck or finishing one from the night before. Commute on the train with my favourite true crime podcast, the daily or the most random mix of songs saved to my phone. Land at the office and fall into my  computer and focus on work until I’m happy with something. Somewhere in that is a bunch of meetings whether it’s with clients or colleagues, chit chatting about ideas with other creative folks and then a (healthy) lunch, most of the time. I work a lot but it’s  usually pretty fun stuff, and no day is exactly like the same. So it stays entertaining. Let’s get a drink if you want to know more. 

6. When do you feel the most powerful?  

Bryan> Honestly, when my home is clean and organised, I. can. do. anything.  

7. Which of the DDB Four Freedoms is the most important to you and why? 

Bryan> The ‘freedom from fear’ one. I’ve always thought this is just a great way to live – free from fear. I’m not someone who wants to have regrets about doing something. I’d rather regret not doing something. This also applies to the work we make and particularly how I like to look at what we are presenting/pitching. You can see that clients also embrace this mindset as well because it takes freedom of fear to approve putting something bold out into the world.  

8. What is one source of creative inspiration you draw from outside of work?

Bryan> Fresh air, sunshine, nature. Going back to that walk thing I mentioned. I live in NYC, there’s inspiration everywhere. But a major no brainer is films, shows, audiobooks,  podcasts and music. Content is key, it shapes culture and our ideas. 

9. Who are your creative heroes?  

Bryan>This changes constantly, the internet has made it possible to have endless heroes for creativity. I’ve also worked with so many people that I admire from bosses to colleagues throughout my career, many of which I’d call a hero because of how much they taught me. If I had to pick one - my mom has always been an entrepreneur at heart and distilled in me to think differently. Since I was a kid, she was always riffing fun business ideas, all of them solving problems. One of those was called 'Lamp Switch'. It was an app so you can literally trade (switch) your lamp with someone else who also wanted to get a new lamp…and I love telling that story. Anyone want to fund it? HMU. 

10. Wishes or aspirations for the advertising industry?  

Bryan> Have more fun and celebrate the weird. It feels like we all need it, agencies, clients and the work at large. The general public does not like advertising, so let’s make people laugh more. Humour is a powerful emotion, (maybe the most powerful?) I think a strategist has receipts for that somewhere. So yeah, more fun sounds great. Oh and  with AI, it can be a great tool to help us with comps or some technical writing but the computer isn’t funny on its own…yet.  

11. How are you moving the advertising industry forward?  

Bryan> I stay true to myself and my own unique experiences and don’t shy from speaking up if I see something that could work better. I’m also one for bringing people along when success hits, now more than ever we need to be supporting and mentoring younger talents to learn the ropes of this ever-changing industry. Don Draper and his crew had a week to make ONE print ad. Times are different, people are busy but you gotta make time to help others and that’s something I’m proud of not forgetting. 

12. What has been your most measurable impact?  

Bryan> See question 3. 

13. Lasting words to leave us with:  

I don’t like attention or writing about myself, so if you made it this far– thanks for reading and have a good one!