On My Radar: Mitra

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

There has been a lot of good work recently, but the one that stands out to me is Andrex’s First School Poo, by FCB London. It might sound silly, but the thinking behind it is sharp. They tackle a real-life problem and flip embarrassment into pride. The hero film, directed by Andreas Nilsson, is fantastic. The comedy timing, characters, reactions and cinematography all come together beautifully. I love when brands stand proud behind their message. In this case, they sit proud behind it. Literally.

What website(s) do you use most regularly?

I spend a lot of time browsing agency websites, like Mother, Erich & Kallman, Wieden+Kennedy, Droga5 and many more. I love the writing behind their work. A director can make any script look good on screen, but to make it great, you need to start with a strong script. Big shoutout to all the copywriters and creative minds.

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

Not exactly tech, more like gear: a Scrub Daddy sponge. I’m like Wes Anderson in the kitchen. I like it perfect, and Scrub Daddy makes me happy.

What product could you not live without?

The one product I could not live without is the Panobook by Studio Neat. It is THE most comfortable notebook on the planet, and I refuse to hear otherwise. The dot grid makes it so easy to sketch shots. The only issue I’ve found is that it tends to run out of pages. 

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

One Battle After Another was amazing. The characters were so entertaining to watch. Especially Sean Penn’s Colonel Steven J. Lockjaw; so disgustingly satisfying. 

What film do you think everyone should have seen?

I would love to give a smart, aspiring movie here, but nothing comes to mind, so I’ll go with Big Trouble in Little China (1986). It’s a fun and silly action movie starring Kurt Russell.

What’s your preferred social media platform?

I enjoy Reddit. My feed is built so there is less watching and more reading, which keeps me entertained. 

What’s your favourite TV show?

I love classics like Monty Python. I can watch it on repeat 24/7. British comedy at its best. 

What’s your favourite podcast?

My Dad Wrote a Porno is a hilarious podcast. But don’t listen to it in public without headphones. And, if you listen to it in the car, maybe roll up the windows.

What have you been most inspired by recently?

My son and his fearlessness. He is nine, and when we finally gave him a phone, the next morning, he was already filming his vlog and had a nickname ready. I’m not sure he understands that he needs to upload those videos somewhere, but the passion while he was doing it was unbeatable.

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

I always wanted/dreamed to rap. I thought that could be my super-skill. So, if I could listen only to one artist or album, I would go with Wu-Tang’s 36 Chambers, hoping I could learn from the best.

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

The one thing I don't like is when, at the end of the pitch, I lose. I would change that. I’m kidding. The process is still fun. Honestly, I wouldn't change anything. It is perfectly imperfect, but I hope the industry makes smart choices with AI and doesn’t sleepwalk into fully generated generic ads written by prompts in the future.

Who or what has most influenced your career?

I once read an interview with Freddie Mercury where he said he doesn’t do concerts, he does fashion shows. This thought really stuck with me and I applied it to my presentations while I was working in an agency as a creative. No more PowerPoint-karaoke after that. I was killing it. I was bringing extra props, acting and making voices. Some presentations were phenomenal, others total disasters, but it really helped me to shape my personality