Why We're Loving ... Gary Monaghan senior creative; David Fleetwood copywriter, M&C Saatchi

WHY: Filmhack was a collaboration between M&C Saatchi, M&C Saatchi Sport & Entertainment, Goldsmiths MA film and drama students, YouTube and Motorola. The competition was won by Gary Monaghan and David Fleetwood.

Why We're Loving ...Filmhack
Why We're Loving ...Filmhack

HOW: They say: "Our academic and business partnership approach and do-it environment treat everyone as equals and prove good ideas can become good work. Importantly, the results were great - finding new audiences, treating pre-roll as a creative opportunity and pre-roll ads outperformed benchmarks."

Inside Monaghan and Fleetwood

Tell us a bit about the challenges you encountered during Filmhack ...

GM: Lack of time, working with camera phones. There were a lot of "healthy arguments". We had to think a little harder about where to find our audience. DF: Getting people from different disciplines to work as a unit.

The reason I got into advertising was ...

GM: To work with some amazingly talented people and produce great stuff. DF: I wanted to be paid for thinking stuff up.

My best career bits so far are ...

GM: Loads of lucky breaks from the past - but still enjoying today. DF: Yet to come.

The biggest influence on my career has been ...

GM: Mark Reddy. DF: Stanley Donwood and Dr Tchock. Jack Daniel's.

We're most proud of ...

Working with Paul Arden.

We're really inspired by ...

The "now" - the most exciting time to work in advertising.

My favourite piece of work is ...

GM: The Shining - a Kubrick masterpiece. DF: In Rainbows - Radiohead. Sublime.

You probably didn't know this, but ...

GM: Years ago, during my first Virgin Atlantic shoot in New York, my partner Pat and I blew all our expenses on a wild first night. DF: I "dabble" in stand-up comedy.

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