The Vibrant ‘80s Put Colour Into Pierre Nelwan’s Life
Starting out as an animation intern and working his way up to managing director, Pierre Nelwan learnt to utilise new technologies from the very beginning of his career. His first love was Macromedia Flash and since then, he has stayed open to learning and experimenting with new tools and techniques. This open-mindedness has underpinned his extensive career at Media.Monks, where he’s climbed the ladder to his current position.
Recently, the creative sat on Dubai Lynx’s Film Craft jury as the president, assessing the MENA region’s best work. With a meticulous and detail-oriented approach, the team of creatives deconstructed and analysed each piece, finding what they believed was the best of the category. Having sat on many juries over the years, Pierre most appreciates how the process makes him consider his own work when it comes to decision-making, as he explains, “This internal dialogue serves as a catalyst for personal and industry growth.”
With over 17 years of experience at the agency, Pierre sits down with LBB’s Nisna Mahtani to share what his journey into creativity was like and how his Indonesian heritage influenced his upbringing.
LBB> How did your creative flair transpire during your childhood? Were there any artistic pursuits which were particularly fascinating to you?
Pierre> During my childhood, I found immense joy in drawing and crafting, using materials like empty milk cartons and cardboard to bring my imagination to life. The process of creating and crafting never failed to captivate me. Growing up in the vibrant '80s, my imagination was fueled by iconic pop culture entertainment. From animated cartoons and movies to indulging in retro video games and having an abundance of toys, my surroundings provided endless inspiration for my imaginative adventures.
LBB> Where did you grow up and how did that impact how you see the world and, as a result, how you tackle creative briefs?
Pierre> Alkmaar, a small city located 40 minutes away from Amsterdam, was my hometown where I grew up. It was there that I experienced the unique blend of two cultures as the child of Indonesian immigrants who settled in the Netherlands during the early ‘70s. This dual cultural upbringing had a profound impact on me, shaping my perspective and influencing the way I viewed the world.
I was always aware of navigating between two distinct cultures simultaneously. This inherent duality in my life fostered a different way of thinking, moulding the foundation of my worldview. It encouraged me to embrace a more diverse and open-minded outlook.
Moreover, witnessing my parents' courageous decision to leave their homeland and pursue a better future in a foreign land left an indelible mark on me. Their leap of faith instilled within me a mindset of continuously pushing my boundaries, driven by the desire to surpass my own expectations and make them proud.
LBB> When did advertising first become known to you and how did you begin your career as a designer and animator?
Pierre> During my school years, when it came time to decide my future path, I found myself drawn to two areas of interest: computers and design. This led me to pursue a career as a multimedia designer, where my passion for creativity and technology merged. It was during this time that I discovered Macromedia Flash, a software that quickly became my obsession. With Flash, I became a one-man army, handling concepting, design, coding, and animation all on my own.
Being part of the explosive era of creativity in the early stages of the World Wide Web was both exhilarating and eye-opening.
In the journey of developing my career, I was fortunate enough to find my way to Media.Monks. This opportunity allowed me to take my skills to new heights and further refine my abilities. Working alongside talented individuals in a dynamic environment, I continued to push the boundaries of what I could achieve.
LBB> In those early stages, what were some of the vital lessons you learned?
Pierre> I discovered the importance of embracing emerging technologies and staying adaptable in a rapidly evolving digital landscape. The world of design and technology can change at an incredible pace, and being open to learning and experimenting with new tools and techniques is crucial for staying relevant and innovative.
Secondly, I realised the value of collaboration and the power of collective creativity. Working with various studios and being exposed to different perspectives taught me the significance of teamwork and leveraging diverse skill sets to create truly remarkable work. I learned to appreciate the input and insights of others, understanding that collaboration often leads to more impactful and well-rounded outcomes.
Additionally, I recognised the importance of continuous improvement and never becoming complacent. The early exposure to different studios allowed me to witness the incredible talent and creativity that existed within the industry. This motivated me to constantly strive for growth, to push the boundaries of my skills, and to challenge myself to reach new levels of craftsmanship.
Lastly, I learned the significance of building a strong professional network and nurturing relationships within the industry. Engaging with talented individuals and studios provided me with invaluable opportunities for mentorship, knowledge-sharing, and personal development. I realised the importance of connecting with like-minded individuals who share a passion for creativity and can inspire and support one another along the way.
LBB> What is some of the most formative work you’ve created and can you share a little bit about the process of creating those?
Pierre> That is ‘Deep Thoughts’, an animated bi-monthly passion project we created to act as a playground for our artists. The requirement is simple: we pick a random ‘topic’ and define a fixed colour palette. Any Animation.Monk can join, they just need to stick to the topic and colour palette but other than that, will have full creative freedom. Finally, we piece all the animations together in one unique and cohesive edit.
This became a true training ground for our artists, it allowed for experimentation and development of new and existing skills. We even landed some very prominent animation projects (Google and Amazon) based on the work in ‘Deep Thoughts’.
Another project which I’m immensely proud of and is a testament to the incredible growth of our animation department is the recent, Emmy-winning work, for Netflix’s show ‘Down to Earth’ with Zac Efron. Adding a visual twist to the show, we designed a full cast of expressive, Aussie-themed characters—and snagged the prestigious trophy in the Outstanding Main Title and Graphic Design category.
LBB> Recently, you sat as the jury president of the Dubai Lynx Film Craft category. What was the experience like and what were some of the elements that you were encouraging the jurors to look out for?
Pierre> As members of the Craft jury, our approach was meticulous and detail-oriented. We delved deep into the work, deconstructing and analysing every aspect, sometimes even scrutinising it frame by frame. Our focus was not only on seeking love in the intricate details but also on understanding the overall impact of the piece when all the elements were reassembled. We explored how each component contributed to the final result and evaluated the profound effect it had on the audience or viewers.
LBB> How does being a juror impact the way you look at or tackle your own work?
Pierre> Being a juror significantly shapes our perspective on our own work. The presence of that ‘jury voice’ in our minds influences our decision-making process. This internal dialogue serves as a catalyst for personal and industry growth. By exposing ourselves to exceptional work, we are inspired to continuously strive for improvement. Embracing this mindset fosters a constant pursuit of growth, a willingness to learn from feedback, and a drive to create impactful work.
LBB> When it comes to brands or people who are pushing boundaries and innovating, who do you look up to for inspiration?
Pierre> I don't have to search far for inspiration; it resides in my mentor, Wesley Ter Haar, the founder of Media.Monks, who is currently spearheading our AI transformation. Even after being with the company for over 17 years, I am continually amazed by his ability to drive change both within our organisation and beyond.
LBB> Looking to the future, what are some trends which you believe will continue to change and challenge the way we work? Are you implementing any new technology (such as AI) into your workflow?
Pierre> I’d be remiss if I didn’t mention AI, of course. It continues to have a massive impact on not just the work we create but also how our people work, as well as the inner workings of our company. A testament to how AI impacts not just our organisation but also that of our clients is now there’s the opportunity actually to build an AI-centric workflow.
AI is bigger than marketing - it’s the beginning of a new economy. It’s not a future state and it’s not an incremental change. AI is here now, and it’s thrust us head-first into a new version of our industry.
At the start of the year, we launched Monks.Flow, an AI-centric, professionally managed service for marketers that streamlines how people and AI work together. It is underscoring our vision of how AI tools come together to move organisations forward, Monks.Flow offers solutions for major marketing activities by connecting AI, enterprise software, and microservices into efficient, automated workflows. It connects the tech that powers today’s AI-first organisations and moves marketing onto computing.
LBB> When all is said and done, and you’ve left your desk for the week, how do you spend your free time? Are there hobbies or interests that you give your time to?
Pierre> I cherish the moments spent with my children, finding joy in their company. To unwind and decompress, I engage in invigorating workouts such as kickboxing and strength training. These intensive physical activities help me release tension and rejuvenate my mind and body. As a well-deserved treat, I indulge in the soothing warmth of a relaxing sauna, providing a moment of tranquillity and self-care.
