Anthony Gibbs is director/creative director at Imaginary Forces, a design studio and creative agency offering live-action, VFX, design, editorial and more.
Gibbs, who moved from London to LA in 2016, says part of his job includes “pushing to find new and exciting ways of approaching projects, continually looking to reach beyond the high bar we set for ourselves. I direct work with a keen sense of design, and I mentor artists to create their best work.”
Let’s find out more…
What would surprise people the most about what falls under your titles of director and CD?
Many may be surprised to hear that the pressure to produce great creative work doesn’t always come from the client, but rather our weighty desire to create imagery that we are in love with. No pressure, no diamond. From early in my career until now, I’ve burned the midnight oil until I’m personally happy with the work whether or not the client thinks it’s good enough.
What’s your favorite part of the job?
I love collaborating with others, riffing ideas and being ignited with the creative spark of others. This is how we grow, by embracing other perspectives, methods, and ideas.
What’s your least favorite?
Obviously, every project is a process, and these necessary steps often help us develop creative beyond the imagination. However, although I appreciate the craft of every artist, my excitement sometimes gets the better of me. I can be a little impatient. So, I’d say my least favorite thing is waiting for the time it takes to go from a visualization in my mind to what you see on screen. It’s something I need to work on.
What is your most productive time of the day?
The morning, for sure. Just five or six espressos and watch me go! In the early morning, I can get a jump on the day ahead, formulate ideas and think about how I can communicate clearly to the artists about my intentions.
How has the COVID shutdown affected the way your studio has been working.
Although most won’t admit it, the work-from-home situation has impacted us in ways we may not have expected. In many ways, I felt that I could be more productive, without distraction, and be focused on the tasks ahead. However, whilst we are alone and focused, where is our inspiration coming from? In those seemingly insignificant interactions, either walking by someone’s desk or at the coffee machine, we were feeding off of each other. Other people’s stories, culture, music and tastes, etc. are so important. It’s that spark that is sometimes needed.
Some artists fare better than others when WFH. Some personalities are self-starters while others need more encouragement. We are all different. It was especially tough to mentor the artists at the steep end of the learning curve. But like anything else, more time and effort is all it took to give them the creative nourishment needed to grow. Again, communication is key. In a good way, with less check-ins owing to the WFH approach, CDs have been forced to be more descriptive and precise with feedback, and more nurturing to junior artists that are trying to grow.
If you didn’t have this job, what would you be doing instead?
I’d be unemployed, most likely. Although I’ve worked hard at many of the jobs I held before finding my calling, I found it very hard to stick to anything I wasn’t passionate about. I consider myself very lucky to have a job that I love. There are, of course, some projects I am less enamored with — but I generally sniff out the creative opportunities that bring joy.
I also have a real passion for soccer! I was talented, but not that talented, if you know what I mean.
Why did you choose this profession?
This profession gives you a chance to problem solve, learn, teach, and most importantly, be expressive. Not many careers could boast that. I’ve been a keen artist for as long as I remember. But it wasn’t until the age of 23 that I had any idea of what to do with my creative energy. I was interested in fine art at 16, then I developed a taste for designing games at 21 and studied computer science. Although technically creative, the process would never scratch my creative itch. Then, I found a happy medium with “Creative Technology.” I was exposed to design, 2D/3D animation, and cinematography, and my eyes opened. It fed my artistic side whilst giving me the means to paint outside the canvas, and explore mediums, such as interactive, motion, and installation. It was then that I knew — I wanted to design and eventually become a creative director.
Can you name some recent projects you have worked on?
I’ve worked on quite a few interesting projects in the last year or so. I directed commercials for HP Z Workstations, Nintendo Pokémon Snap, Sargento, Serta, and Ryobi. And I served as creative director on a campaign for Powerade, a live event for Facebook Cannes Lions, as well as stadium graphics for SoFi Stadium.
What is the project that you are most proud of?
Earlier in my career, I had the pleasure of art directing an installation for the Valentino: Master of Couture exhibition at Somerset House in London. It was a real challenge, which required an abundance of creativity and technical know-how to pull it off. The wonderful collaboration of set designers, sculptors, animators, and fashionistas created an epic rose sculpture that celebrated Valentino’s impressive work over the decades. Through a collection of animated projections, we told his story. Other than the incredible couture dresses on display, the rose stood out as the centerpiece of the exhibition, which was the venue’s most-attended exhibition of all time.
Name three pieces of technology you can’t live without.
No. 1 is my turntable. It sounds beautiful. It’s a perfect example of how we shouldn’t compromise quality for convenience. No shortcuts!
No. 2 is my electric toothbrush. As hard as it gets in our profession, it’s very important to smile. With my British teeth, I need all the help I can get. Whilst we have the opportunity to influence the world through art and storytelling, we aren’t on the front line saving lives. So we can afford to crack a smile once in a while, and treat each other like humans.
No. 3 Adobe Creative Suite. As a CD, I don’t get as deep into the weeds when developing concepts, however, I still love to get my hands dirty once in a while. I’ve still got it. (laughs) Creating sketches and mock-ups help me communicate to visually-minded people, whether they’re DPs, designers or clients. It also allows me to work through any personal demons or challenges in my ideas.
What social media channels do you follow?
I’m not massively into social media. It’s nice to look up from screens and experience the world through your own eyes. That said, I mostly use social media for light entertainment. As immersed in the industry as I am, it’s healthy to escape and be inspired by the wider world. Here’s a list of comedians, actors, directors/filmmakers, organizations and agencies I follow on Instagram in no particular order. Don’t judge me!
Eric Andre, Tim & Eric, David Attenborough, NASA, Leonardo DiCaprio, Barack & Michelle Obama, Taika Waititi, Harper’s Bazaar, Vanity Fair, Adobe Creative, Mr. Bingo, Greyscalegorilla and a bunch of agencies, motion graphic feeds and, of course, Imaginary Forces.
Actually, that’s a longer list than I thought!
Do you listen to music while you work? Care to share your favorite music to work to?
If I’m writing, I absolutely cannot have music on. If I’m directing, designing or researching, I love to nod along to some records. Depending on the nature of the project, I’d listen to anything from AC/DC to ZZ Top. Projects that are tonally sensitive, perhaps Bob Dylan. For something more dynamic, Beastie Boys. It puts me into a meditative state, a creative groove that helps ideas flow more fluidly. It also depends on the time of day. To complement the morning coffee and get my heart rate up, maybe some Prodigy or Jurassic 5. And, of course, there’s always room for The Beatles any time of day. Music is a great source of inspiration, and it helps me tap into the emotion and motivation of an idea.
What do you do to de-stress from it all?
Since working from home, I have two options. First is visiting the garage to pet the guinea pigs, and then hitting the punching bag for a few minutes. Not necessarily always in that order.
Second is jumping on the trampoline with my kids for a few minutes. Very tiring and sometimes dangerous, but it takes my mind back to what’s actually important: family.
