RANKIN
Rankin, talks to Lürzer’s Archive about The Full Service, a new creative content agency with the renowned photographer himself at the helm.
Image: Rankin
A bit about The Full Service...
Well, first off we’re not an advertising agency. We are a creative team that make stuff. Whether it’s films, stills, books or design, we thrive on ideas. Basically, The Full Service does what it says on the tin! We create stuff all from one team, under one roof that helps people and brands get their message across.
The first thing I do in my day is...
Wake up. I hardly sleep – so those last two or three hours are deep and necessary!
At the moment I am working on...
Changing the world. The creative community is wide open for change and I have a few imaginative ideas about how to be part of that!
The best piece of creative work around at the moment is...
A magazine/art duo called 'Toilet Paper'. They make me laugh, cry, think and jealous all at once. It doesn’t get better than that.
This year I’ll be attending...
I tend to host, not attend!
The next big thing in advertising is going to be...
Personal reflection. The first world is so complex and sophisticated that advertising needs to reflect that. It can be basic laughs or tears but I tend to think with the onslaught of so many platforms and multiple messages, that it will get stripped back and become about emotions. We need to tap into how people feel, and reconnect with them. Content is just the beginning.
Imagine a campaign that makes you dig deeper into you and about yourself. That actually means something. I believe that people want and need that. As opposed to the brand “me” approach. That will be just become another “technique” very soon. I believe in something more philosophical - advertising should try to change the world. (See above!)
A personal favourite from my portfolio is...
The next work I do.
The piece of work I wish I had photographed is...
Are you kidding? There are far too many to mention!
Photographing celebrities is...
Not what it’s all about – photographing people (whether they are famous or not) ...that’s what matters and that’s what interests me.
In a film about my life, I’d like to be played by...
My life is not interesting enough to make a film about it!
My last social media update said...
I’ve started using Instagram via our Hunger Magazine account. The last thing I posted was a photo of clouds over Los Angeles. I love clouds!
My dream collaboration is...
With someone else who does it for the love.
In up and coming talent, I look for...
Hunger.
A piece of criticism I’ve received...
Ha! There are so many. You pick: arrogance, rudeness, lack of talent... It goes on. People believe what they like. Not many of them know me.
The last piece of music I listened to was...
The Beaches - a new band out of Canada. We’ve just made two music videos for them. They’re ace!
Video: Mr Hudson "Fred Astaire". Directed by Rankin & Vicky Lawton
Banner image courtesy of Rankin
