On My Radar: Crobin Leo

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

Apple’s I’m Not Remarkable film. It takes a really common advertising trope — making people feel inspirational or extraordinary — and does the opposite. It just normalises them, which is kind of the whole point and, honestly, pretty bold. There’s no over-explaining, you just watch it, feel it and connect the dots yourself. That’s rare. I like that the product isn’t the star, it’s just part of everyday life. You feel what it does more than you’re told. It’s culturally aware without being preachy, and it just feels real — not 'ad-y' — which ends up making it way more powerful.  

What website(s) do you use most regularly?

weather.com — I’m a Boomer at heart.

audible.com — I forgot how to read.

biscuitfilmworks.com — I always keep an eye on what those guys are up to. They’re the best in the game.

shots.net — duh!

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

An EcoFlow back-up power station. I live in Boulder, where we get frequent high fire-risk conditions, so the power company sometimes proactively shuts off electricity to help prevent wildfires. Funnily enough, the power is out as I write this. But thanks to my EcoFlow, I can still answer these questions. Can you tell I’m in advertising? 

What product could you not live without?

PG Tips, Tito’s vodka, and my hockey sticks. 

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

One Battle After Another was incredible, but I’m going with Sentimental Value. I’m all about restraint, and it was just so quietly devastating in the best possible way. 

What film do you think everyone should have seen?

Gummo. It’s perfect. It’s hard to explain because it’s not really about plot, it’s about a feeling. The colour, the texture, the music, the casting… it all adds up to this fully realised world that feels completely raw and specific. It’s a masterclass in world-building. Harmony Korine just commits. Fully. The grit, the grime, the details: bacon taped to the bathroom wall, roaches behind picture frames, Bunny Boy. It’s chaotic, sometimes uncomfortable, and yeah, some people think it’s exploitative. But it’s also incredibly bold and weirdly beautiful. It’s also the perfect litmus test. If you like it, we’re probably going to get along. If you don’t… we might not. Fortunately, my wife passed.

Just watch it. 

What’s your preferred social media platform?

Brick. It’s a little device that blocks social media on your phone. I don’t know if you’ve been paying attention, but things aren’t great out there, so it’s been a game-changer. If I’m cheating, Instagram — but strictly to post new work or check for Cincinnati Bengals updates… which usually make me sad. 

What’s your favourite TV show?

Hear me out. I grew up on Long Island, so I want to say Seinfeld or Curb Your Enthusiasm. Larry David says everything I wish I could say, which has always made me a little jealous. Those are my people — it’s very comforting. Arrested Development is up there. Twin Peaks too. But, incoming hot take… I’m going with Friends. Chandler Bing is the king of comedic timing; sarcasm and self-deprecation at its finest. Could I be any more polarising?

Also, Shoresy. 

What’s your favourite podcast?

Gotta go with SmartLess. I like to giggle. A lot. They’re all hilarious, but Bateman is perfect. Quick, dry and always slightly annoyed, which I respect. 

What have you been most inspired by recently?

Ever since moving to Boulder from Brooklyn, I’ve had to adjust how I find inspiration. In Brooklyn, you’d get it just walking to the subway — nonstop input. Here, you have to dig a little more. Pay attention. Lately, it’s been the people, specifically the parents. Not my friends, they’re great. It’s the ones I don’t know… and after observing them, probably don’t want to. At school pickup, the grocery store, the hockey rink, just watch for five minutes and you’ve got characters for days. It’s equal parts fascinating and slightly unhinged.

Honestly, it’s free, high-quality comedy. You just have to be willing to stand there and take notes. Other than that, my son. He’s pure comedic gold.

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

Elliott Smith… through an original iPod. It’s not just the emo in me. He got me through some stuff. And every time I hear his voice, it takes me back to October in New York — that perfect window where the air turns cool, I’ve got my favourite hoodie on, the Yankees are probably in the playoffs, and I’m sitting alone in some now-defunct East Village dive bar, sipping a bourbon and staring at the wall. Life is good. 

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

Neither of these will ever happen, but let’s pretend for a second: transparency and paid pitches. First, don’t be shady. I’m not sure when that became the norm, but it did. Second, pay people for their work. Pretty simple concept. We’d all appreciate it.