“Growing Up, My House Was Practically an Ad Agency”
Turning ideas into intriguing visual stories comes as second nature to M&C Saatchi Levergy’s head of content production Raphael Gavin. Having grown up in an advertising family, being asked to take part in several different campaigns, he became familiar with the ins and outs of each role.
With this knowledge in hand, Raphael began his career as an account executive before becoming a business unit director and transitioning into production. In his current position since September of 2023, his career has allowed him to work across and create a diverse range of projects, including work for the likes of BMW, MTN, Hollard Direct, Virgin Mobile, Nissan and more.
Hearing about his journey into adland in South Africa, as well as why he always prioritises flexibility in his daily life, Raphael speaks to LBB’s NIsna Mahtani.
LBB> What was your first taste of the creative industry and how did that impact your journey into advertising?
Raphael> My journey into the world of advertising began at a young age. Growing up, my house was practically an ad agency, thanks to my father's deep involvement. I was asked to take part in radio commercials or asked what the youth thought about certain campaigns or brands for research, so advertising was always a prominent fixture in our family life. Naturally, being exposed to the ins and outs of the industry from such a young age made pursuing a career in advertising feel like the most natural path for me to take.
LBB> Where do you find your creative inspiration? Is it a person, a hobby, the industry in general or something else entirely?
Raphael> I believe that inspiration comes from a variety of sources. I would credit my inspiration to the diverse set of people we all interact with, whether they're colleagues, friends, or even strangers. Collaborating and bouncing ideas off each other sparks ideas in ways one rarely can achieve alone. The industry also allows for inspiration in itself. Keeping a pulse on emerging trends, innovative campaigns, and breakthrough technologies should push us all to think outside the box. Overall, it's a combination of interpersonal connections, personal experiences, and industry knowledge that fuels inspiration in our creative industry.
LBB> What makes South Africa a hub for creativity and what could the wider global market learn from the country?
Raphael> In my very humble opinion, I believe South Africa is a vibrant hub for creativity for several reasons.
South Africa’s rich culture serves as a vast source of inspiration. The sheer amount of diversity we have at our disposal – from languages to traditions to perspectives – creates a unique set of tools that fuels creativity and innovation.
South Africa also has a complex history that has bred a resilience and resourcefulness within South Africans, something which translates into creative problem-solving and out-of-the-box thinking. Overcoming adversity and finding ingenious solutions is deeply ingrained in the South African creative community.
What the wider global market can learn from South Africa is the importance of embracing diversity and harnessing it as a catalyst for creativity and ideation, as well as perseverance and adaptability which are qualities that are essential for success in an ever-evolving creative landscape.
LBB> The work you’ve created spans across brands such as BMW, Nedbank, Nissan and more. Of the ones you’ve worked on, which have proved to be the most significant within your career so far?
Raphael> Early in my career, I had the privilege of working on the BMW account, primarily handling adaptation projects. However, a turning point came when we successfully pitched to produce the BMW X2 launch TV commercial. This marked a significant milestone for me, as I had the opportunity to contribute to this campaign both from an account management and production standpoint.
Ultimately, it was this campaign that spurred me to pursue a career path in production.
LBB> Working on the content production side of things, can you tell us about how strategy plays a part in the process and how your experience allows you to consider this aspect?
Raphael> Strategy is a crucial element in content production. Before diving into the creative process, it's essential to have a clear understanding of the overarching goals and objectives of the campaign.
My experience has taught me the importance of aligning content production with strategic objectives. By having a solid strategy in place from the outset, we can ensure that every piece of content created serves a specific purpose and contributes to the overall campaign goals. This might involve tailoring the content to resonate with a particular audience segment, leveraging specific channels or platforms to maximise reach, or incorporating key messaging points to drive desired actions.
Ultimately, merging strategy, creative thinking and content production into a more seamless and aligned process I find is essential for delivering results-driven campaigns that resonate with audiences and drive meaningful engagement.
LBB> In your opinion, what makes for a campaign which is not only visually impactful but creates lasting results? How do you work with brands to achieve this?
Raphael> To achieve this, I believe it's crucial to align the visual elements with the brand's identity and messaging, we create a cohesive and authentic story that engages viewers and leaves a lasting impression. Additionally, leveraging data analytics and insights allows us to optimise the campaign in real time, ensuring that it continues to deliver measurable results.
LBB> What are some of the trending topics you’re seeing being mentioned lately? How do you think these will shape the industry going forward?
Raphael> Recently, I've noticed a significant focus on personalisation and user experience. And with the advancements in AI and data analytics, it has enabled us to craft more precisely targeted and relevant content for audiences.
Looking forward, I believe through this, brands will continue to strive for deeper connections with consumers by aligning their messaging with the values of consumers.
LBB> Are there any aspects of the industry which you’d like to see change?
Raphael> In our creative industry, we need to be able to enjoy the role we play in the ecosystem. I'm an advocate for injecting joy back into our work. When we're genuinely engaged and enjoying what we do, it's like pouring fuel into the fire. Our passion ignites innovation and excellence. And as each of us contributes our best selves to our projects, our industry is all the better for it.
LBB> What’s the single best piece of advice you’ve received in your career so far?
Raphael> The single best piece of advice I've received in my career so far is to “always prioritise flexibility” – remaining adaptable in the face of change has been invaluable advice that has always resonated with me. Being flexible allows you to overcome most if not all challenges.
