5 Minutes With… Natasha Hugeback
After an internship at Tribal Worldwide, Natasha Hugeback landed a role at MullenLowe US where she spent over seven years perfecting her craft.
Now creative director at HAYMAKER, Natasha has worked on a string of successful projects including a Super Bowl spot for Greenlight and, most recently, Arlo’s, ‘Protect Your Everything’, designed to cut through the crowded landscape of 'smart' tech while demonstrating the peace of mind that comes with Arlo’s smart security solutions.
But none of this was planned…
LBB’s Sunna Coleman chats to Natasha to find out how she ended up where she is today and why 'dumb' questions matter.
LBB> Tell us about your influences growing up and how you ended up in the creative industry.
Natasha> Growing up, I failed maths, loved arts and crafts, made up weird characters, filmed stories with friends, and forced my family (at nauseum) to watch me perform Bonnie Raitt’s, ‘Let’s Give Them Something to Talk About’ on my stage - AKA the fireplace.
I never knew what I wanted to be, but I knew I loved being creative. Creating fonts, designing packaging and making ads aren’t paths you learn about. I was really hoping the career placement test I took in senior year of high school would unlock some incredible career path I had been destined to pursue my entire life … but I got actress. Like, I guess I’ll just be a famous actress?
When the time to apply to college came, I didn’t want to go. My parents dragged me to the guidance counsellor and begged me to go. If I wasn’t going to be a mechanical engineer or a neurosurgeon, what the hell was I going to go to college for? Long story short, I ended up at a university and chose a major that required the least amount of maths. Advertising.
LBB> Who/what has inspired you the most along your career journey?
Natasha> Joan Rivers. She was never afraid to over-share, poke fun at her personal life or say what’s on her mind – all traits I admire. As women, we’re told that we need to dress a certain way to be taken seriously and not share too much about ourselves in fear of being perceived as soft or (God forbid) human. Joan proved everyone who told her she’d never be successful wrong. She paved the way for women in numerous ways. And she did it all as a mum. A true badass.
LBB> You were a creative intern in New York before coming to LA. How does Los Angeles’ creative landscape differ to New York’s?
Natasha> This is tough! I was in New York in 2013 and so much has changed since. Both offer amazing opportunities, but have very different energies.
The hardest thing was adjusting to LA life from New York life. I’ll never forget getting my job offer from MullenLowe while I was living in New York. It was the moment I had been waiting for: I was finally going to be a junior copywriter at a brand new office in LA. Yet, I was about to move across the country to a city I’d never been to and weirdly hated for no reason. I thought, “I’m about to go from taking the subway, blaring Yeezus and stomping down Madison Avenue to … sitting in traffic with a fake tan?” Spoiler alert: it’s been nine years, I’m still in LA and have had two spray tans. I guess you can say it grew on me.
I do think everyone should live in New York at some point. It’s just something you have to experience… definitely don’t miss sweating through my clothes waiting for the G train in peak summer, though.
LBB> What do you love most about being creative director at HAYMAKER?
Natasha> Helping craft the work of bad ass creatives. It’s always amazing to see the way everyone interprets a brief and the insights they bring to life. HAYMAKER is a small, tight knit crew, so it’s nice that we can all get together, throw in and make something we all love without ten layers of additional fingerprints. It makes the celebratory moments even sweeter.
LBB> What have been your primary goals in the company since becoming creative director?
Natasha> Obviously mentorship is huge. The pandemic has been great but awful at the same time - especially hard on young creatives. There’s nothing like being in a room and learning the minutiae of advertising life. Zoom just isn’t the same. So, my main goal has been making sure people understand that I’m a safe haven for any and all “dumb” questions.
But mostly, having fun. The reason we got into this industry is because we love dreaming up ideas that we can’t wait to bring to life. If it isn’t fun and you’re not passionate about it, it isn’t worth it. My goal is to remind coworkers, and clients, of that.
LBB> HAYMAKER recently worked on its first project for Arlo - tell us about your experience on that work - what was the inspiration, what were the creative solutions you came up with and what are your personal highlights?
Natasha> The Arlo work has been a blast. The inspiration came from my very relatable fear of leaving my hair straightener plugged in and my house burning down… and I’m almost positive I’m not the only one who’s had that thought. We built off of the “oh shit, did I remember to do that thing?” moment we’ve all had, so it was fun to create characters in different environments and bring their anxieties to life.
Trying to make each character feel bespoke, yet still recognisable, was the toughest creative battle. We had a ball playing with bald caps, fat suits and facial hair though. The production team we worked with (Rodrigo Valdes and Superprime) were incredible partners. They brought in Barney Burman for the makeup and prosthetics and he nailed it. Anyone that can transform Tom Cruise into Les Grossman in Tropic Thunder deserves an Oscar… which Barney has.
LBB> What are some other projects that you are most proud of in your career so far?
Natasha> Honestly, the work I’m most proud of is the stuff I’ve made at HAYMAKER.
Working on a Super Bowl spot for Greenlight is definitely a highlight. It was not only a concept that I loved, but it was really awesome to launch a brand that has purpose on the biggest ad day of the year. Financial literacy is such a valuable tool and the idea of democratising it is so powerful. Greenlight is a brand that’s willing to take big swings, so it was really exciting to bring our idea to life with them. And in case you were wondering, yes, Ty Burrell is truly a beam of light and the kindest human to ever grace this planet.
The Mercury Insurance work still makes me laugh. There’s nothing better than getting a brief with the insight that nine out of ten customers renew their policies with Mecury every year… so how do we show how idiotic the one un-smart person who doesn’t is? We dreamed up an entire cinematic universe of goofs. We brought racoons on an aeroplane, created a homemade, industrial-strength power washer, and filled a piñata with birdseed… What more could you ask for?
LBB> What is your vision/mission for the next few years when it comes to HAYMAKER and you as a creative?
Natasha> Personally, I’m looking forward to riding the momentum we’ve created so far. It’s a really exciting time at HAYMAKER. We’re coming off of an Ad Age Small Agency win, we’re wrapping up some productions and gearing up for next year, pitching some new business … But I don’t like looking too far into the future. I’m still soaking up the recent wins and excited to see what comes our way next.
LBB> Finally, what piece of advice would you give to someone embarking on their career journey in the creative industry now?
Natasha> Stay weird, ask questions, and don’t be afraid to be wrong.
