At OKAY STUDIO we’ve become known for eye-opening campaigns, made by creatives that go that little bit further - ensuring that the work really means something.

We believe that advertising, and film in particular, has the power to enact cultural shifts that will take us closer to a society that is fairer for all. That is why we are thrilled to support this LBB interview series to hear about our industry peers’ favourite ground-breaking work, the kind of pieces that make you stop and think.

In this interview, Uncommon head of production Goldie Robbens shares her thoughts on breaking taboos, shifting culture and what campaigns have left a lasting impression.

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LBB> Let’s start at the beginning - at what point did you first know that a career in this industry was the right path for you?

Goldie> That came in my last year of university - powerful moments that have always stuck with me. As part of the cultural side of my degree we specifically studied how the media and film industry portrayed the AIDS epidemic in the 80s. And there was a shock advertising module. Both of them made me realise the power of those industries, for both good and bad. Straight out of uni, getting into the industry was my goal, I wanted to be part of that effect, for the better.

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LBB> As a producer, what motivates you?

Goldie> Every single production is unique and you can never get bored (I know every producer says it but I don’t care, it’s true), coupled with the excitement of working with such talented artists at every step of the process. It’s always an intense process and you come out of each production with new friends, new inspirations, new ways of thinking. It’s a career that builds you on a personal level time after time.

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LBB> You mention that you love indulging in the unknown and figuring out how to make such curious ideas possible. What does that mean for you?

Goldie> It’s when at first glance you can’t give an obvious answer to the creative in front of you. Be it for any reason; it’s against all the rules/ verging on illegal, it’s financially impossible, it’s never been done before, it’s not what “we” do. I love taking it away, playing detective, calling people in my black book and getting clued up. In my experience the Recalling 1993 campaign I worked on for the New Museum in NYC was all of that. Without the genius inquiring minds of that team the idea would never have been pulled off.

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LBB> Great advertising has the ability to break social taboos, and transform society. Looking back, was there a particular campaign or piece of work which really resonated with you in your formative years?

Goldie> Dove has an incredible history of challenging negative stereotypes and holding that mirror up to the consumer. That’s the power and effect I was saying I felt at university, where we can be making a difference. Inspire people to stop and think, deeply, to start a conversation, maybe even action. The real beauty sketches, evolution, real women campaigns and more. Sadly all these years on these campaigns are still needed, especially amongst teens.

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LBB> Uncommon has a reputation for creating groundbreaking work. In your opinion, what is the recipe for work that moves the world?

Goldie> The key is the people, combined with the unified ambition of every maker within Uncommon to produce the best and most revolutionary work out there.

The talent we have at the studio across so many disciplines, backgrounds and experiences is what brings ideas, approaches, new artists to the table. This pushes the work in genuine new ways. It’s a real family atmosphere where everyone gets stuck in.