On My Radar: Bryan Cook

What’s the most creative advertising idea you’ve seen recently?

I loved the campaign for World Down Syndrome Day called Assume That I Can. It’s rare to see a spot that challenges you and makes you think differently about a subject, and this one did just that for me. The ad not only raised awareness but also evoked a deep emotional response. I appreciate how it manages to be provocative and edgy while still having a huge heart. The campaign’s creative approach and powerful message highlight the capabilities and potential of individuals with Down Syndrome, making it both impactful and memorable.

What website(s) do you use most regularly?

I'm particularly drawn to Defector, a site founded by former Deadspin staff who resigned when told to "stick to sports" by their management. The site's business model captivates me — it employs a subscription-based approach to support an equity model, where the staff owns the company. This not only highlights the importance of journalism and creative autonomy but also ensures a diverse range of content spanning sports, culture and progressive politics. As a reader, I find this blend uniquely appealing, and it's reassuring to know that there's a wider audience with similar interests.

What’s the most recent piece of tech that you’ve bought?

I recently bought a new pair of Bowers & Wilkins Px7 headphones. I spend a lot of time researching gadgets before purchasing, and I'm glad I did with these. They offer the right mix of audio quality. for editing and mic pick-up for meetings, and they're comfortable and light enough to wear for 12 hours at a time. Plus, the noise-canceling is solid, which is crucial since my 'home studio' is actually my dining room, shared with two kids and four dogs.

What product could you not live without?

My water bottle. I drink a lot of it and always have it nearby. We work long hours in production, so stay healthy, it’s important. 

What’s the best film you’ve seen over the last year?

Zone of Interest really stood out to me. The film is exceptionally well-crafted with every aspect, from sound design to cinematography, being note-perfect. The attention to detail in the visual and auditory elements complements the storytelling beautifully, making it a compelling and immersive viewing experience. It's one of those films where the technical excellence really enhances the overall impact of the story.

What film do you think everyone should have seen?

For a recent film that didn't get enough attention, I'd recommend Blade Runner 2049. The visuals and sound design in that film are simply breathtaking and demonstrate how technology can elevate storytelling in film. For an all-time recommendation, I’d point to the classics of the French New Wave like The 400 Blows, Jules and Jim and Breathless. These films revolutionised cinematic techniques and narrative approaches, influences that continue to shape creative industries, including advertising, today. 

What’s your preferred social media platform?

I really like Reddit a lot. It reminds me of the internet from 15 years ago, where you could stumble upon strangers having intense conversations about everything from niche philosophical topics to debates about whether they were in the wrong in various situations.

What’s your favourite TV show?

If I had to choose an all-time favourite, it would be The Wire. The show is masterfully crafted, deeply insightful and truly unique in its storytelling and character development. As for more recent series, Better Call Saul has been outstanding. It consistently delivers surprises and showcases innovative storytelling that keeps you engaged from start to finish.

What’s your favourite podcast?

Twenty Thousand Hertz, 99% Invisible, Radio Lab... there are a lot of great ones. Due to the constraints of an audio-only medium, podcasts have developed very clever production and narrative techniques. Those of us in mediums that include visuals could certainly learn from some of the innovations our audio-only counterparts have introduced. 

What show/exhibition has most inspired you recently?

I recently visited the Salon De Siécle group exhibition at the Wonzimer Gallery in Los Angeles. Although I initially attended to support my friend, Ollie Valentine — a fantastic up-and-coming painter from the UK — I found the entire show thoroughly enjoyable. It featured a diverse array of artists, each bringing their unique creative visions to life.

If you could only listen to one music artist from now on, who would it be?

Oh boy, the dreaded Desert Island Discs question. If that's all I can listen to, does that mean it's all I can edit with? Because that would rule out someone like Miles Davis. Becoming a 'Miles Davis only' editor seems a bit limiting career-wise, despite how awesome Miles is. Let's go with Hans Zimmer. His catalog is vast, so I'd never run out of material to work with. Plus, the idea of throwing a party with only Zimmer's music playing in the background is quite amusing.

If there was one thing you could change about the advertising industry, what would it be?

I love the advertising industry, so this is a minor complaint, but I believe we sometimes default to creating safe content out of fear. This approach is counterproductive, considering that our primary goal is to provide viewers with an emotional experience in exchange for their attention.