Cass Jam on Creativity, Culture, and Karaoke
Cass Jam, creative director at Bear Meets Eagle on Fire, has allowed her creative vision to shine throughout her career. She has worked with clients such as IKEA, Ebay, Samasung, Virgin Airlines and McDonald’s.
Each project is completely different, while still holding onto a signature Cass style. Her work for these brands has won countless awards from the Spikes One Show, AWARD Caples and Mad Stars. Along with her award winning career, Cass has also been a mentor for Award School and the One Club for Creativity. And her expertise has been called upon to the judging panel for Caples. AWARD, and Award school.
Outside of the world of advertising, Cass loves to dabble in crafts, honing her skills in glass blowing, illustrating, singing, songwriting, designing, SFX makeup artist, and jewellery making.
LBB’s Casey Martin spoke to her about her latest industry endeavour, and whether or not she has picked up any new skills...
LBB> Firstly, are you still in a band? Have you learnt anything new since the last time LBB spoke to you?
Cass> The band, *sigh*, is no longer. Lately my singing skills are being used to ruin people’s karaoke parties by treating the stage like it’s one at the Acer Arena. If anyone is looking for a vocalist hit me up! I’ve been learning guitar in the meantime, I’m not Santana yet…
LBB> During your career, how do you feel you’ve developed? What have you learnt along the way?
Cass> We’re lucky to be in an industry where we’re surrounded by like-minded, smart, creative, funny people every day (if you’re not, you should be). I used to take things a lot more seriously… that wasn’t fun.
LBB> Which one of your projects was a standout in terms of enjoyment? Why did you enjoy the process?
Cass> Hund Couture was wonderful. Designing dog fashion. Casting the models. A fashion shoot good enough for DOGUE. DIY pattern instruction manuals. It was a big WOOF! I think this photo sums up my sentiments.
LBB> IKEA’s BallerCard, The UnCreakening, Hund Couture and the Sleep Ship are all incredibly different campaigns for the same company. How did you go about maintaining IKEAs brand identity while providing completely different campaigns?
Cass> People love IKEA, as much as we all say we don’t, we do. It’s great, from their iconic furniture, to the $1 hot dogs, to the relationship-ending labyrinth of an in-store experience. There’s a lot of cultural cache to play with. So if the work you create keeps people (secretly) loving IKEA, then you’ve done your job.
LBB> What are you most excited for now that you are at Bear Meets Eagle?
Cass> Can I say everything?... with a special mention to Dutch.
LBB> Finally, who/what are your inspirations?
Cass> Whatever/whoever I see, hear, smell, taste, touch.
