Nineteen for ’19: Jennie McGinn – Sister The Agency

Posted January 8, 2019 in Design

“I’ve recently relocated to the Dublin commuter belt and accessing creativity is a huge challenge” – Jennie McGinn, Sister The Agency

Your creative highlight of 2018?

Overall, getting to work on more projects at the DNA stage – so getting to work on the “business of branding” rather than throwing a digital marketing strategy or a re-brand on top of something that will fundamentally disconnect.

– Re-branding the Avon Ri into The Avon – mammoth project but a really enjoyable creative process and excited about where this business is going

– “Behind The Scenes” video campaign for Kildare Village ‘My Style My Way’ shoot – got to work with Little Beast Films and Alex Sheridan to capture (Angela Scanlon, Ais Farinella, Indy Power, Annmarie O’Connor and Olivia Tracey) bringing the still campaign to life with amplifying content.

– Becoming an accidental food stylist during the Avon re-branding and working with Bean and Goose luxury chocolate

– Working consistently with Chupi throughout the year. The commitment this lady has to brand, vision and CX is pretty awe-inspiring and watching it now all bear fruit is pretty special.


Your personal creative goal for 2019?

Work smarter. Learn UX/UI to really understand the creative intersection between brand, product and ecommerce. Start my PhD.


You get to redesign or reimagine Dublin in one way, what would you do?

De-centralisation of creativity. I’ve recently relocated to the Dublin commuter belt (my actual hometown of Naas) and accessing creativity is a huge challenge.


How would you describe the Dublin of your dreams, in 18 words or less?

It would be like Munich. Streamlined commuting, affordable living, de-centralised remote working/ creative hubs. Less wet. 

Three of your local creative heroes, people who people need to know about

Lesiele Juliet – the most charismatic and creative product/prop/food stylist. What she can’t make beautiful, I don’t know.

Eilish McCormick – got to work with Eilish on a few shoots this year and she’s a masterclass in being highly creative and highly professional

Luke and Esme from Little Beast Films – brilliant, brilliant video-makers; making some beautiful films and getting super-creative with stop-motion content

Words: Richard Seabrooke


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