When creatives Gene Brutty and Tim Seddon left Google Japan to work for Apple in LA, they had no idea the world was about to turn upside down.<\/p>\n
\u201cWe arrived in the US late last year,\u201d Brutty laughs. \u201cWe had no idea how crazy things were about to get!\u201d<\/p>\n
Just months after touching down in California, Brutty and Seddon were adjusting to a global pandemic and working from home.<\/p>\n
\u201cCOVID-19 has definitely changed our plans,\u201d Brutty says. \u201cOur partners are still in Japan and we\u2019re navigating new jobs as creative directors at TBWAMedia Arts Lab for Apple. But we\u2019re busier than ever and thankful to still have work.\u201d<\/p>\n
Brutty and Seddon, who both studied creative advertising at Curtin, joined forces in Perth ten years ago.<\/p>\n
\u201cI had an incredible lecturer at Curtin who taught me so much and helped me secure a three-month internship at The Brand Agency,\u201d Brutty explains. \u201cWhile there, the digital agency upstairs, Longtail, started hiring for creatives. Tim and I were selected, paired up as a creative team \u2013 and the rest is history!\u201d<\/p>\n
\u201cWe\u2019re two very different people but we share the same work ethic and belief in what we do and what could work,\u201d Brutty says.<\/p>\n
\u201cWe looked at other creative teams around the world and thought, what makes us any different to a junior team in Tokyo or New York? And we realised there was no difference. We had a strong self-belief that we were just as good, if not better. We immediately set ourselves the challenge of proving we could work on major projects for big brands on a global scale.\u201d<\/p><\/blockquote>\n
To realise their dream, the ambitious pair began working on side projects outside of their day-to-day job. They entered national competitions and pitched work to major brands.<\/p>\n
Their determination and hard work paid off. Brutty and Seddon were named the 2011 Australian digital finalists at the prestigious Young Lions competition and flown to Cannes, France to compete on the world stage.<\/p>\n
Their success attracted attention from major global agencies. Shortly after returning to Perth, the pair were offered roles at Saatchi and Saatchi in Sydney.<\/p>\n
\u201cWe lived in Sydney for nearly four years,\u201d says Brutty. \u201cBut our vision was to work overseas. We knew the opportunity wouldn\u2019t just present itself so we continued to work on our side projects and experiments and expanded our skillset in photography and coding.\u201d<\/p>\n
Google kick-starts global career<\/h3>\n
In 2015, the duo landed dream roles as creative directors for Google in Japan.<\/p>\n
\u201cIt was an amazing opportunity!\u201d Brutty smiles. \u201cWe\u2019ve always been innovative when it comes to using technology to tell stories, so Google was a great fit for us.\u201d<\/p>\n
At Google, the pair pitched work to the world\u2019s biggest brands including Toyota, Nike and Coca Cola.<\/p>\n
![\"Glicode](\"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2020\/08\/screen1.jpg\")
Seddon says one of his favourite projects was working with Japanese food company, Glico. The pair designed an educational app that transformed Glico\u2019s trademark biscuit \u2018Pocky\u2019 into code.<\/p>\n
\u201c\u2018Glicode\u2019 teaches kids basic programming skills by laying out bits of confectionery in different arrangements,\u201d Seddon explains. \u201cThe app is displayed on the packaging and is still being used years later around the world. We actually saw it at a local supermarket in downtown LA this morning so that was really gratifying! We\u2019re passionate about product and utility-based ideas that live on, rather than temporary advertisements.\u201d<\/p>\n
![\"Image](\"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2020\/08\/helmet-hero.jpg\")
Brutty\u2019s most memorable project was working on a virtual reality space experience for JAXA, the Japan Aerospace Exploration Agency.<\/p>\n
\u201cWe created an origami space helmet with Google Cardboard built into the visor,\u201d he explains. \u201cChildren could then embark on an immersive mission to the International Space Station. Once \u2018inside\u2019, they could conduct experiments with astronaut Takuya Onishi and we even held a YouTube livestream with Onishi from space!\u201d<\/p>\n
Brutty and Seddon say the five years they spent in Tokyo were \u2018bliss\u2019 but the long hours could be a challenge.<\/p>\n
\u201cThere is a stereotype that people in Japan work 24\/7 and we definitely found that people work long and unusual hours,\u201d says Seddon. \u201cIt would be common for people to work until midnight. I\u2019ll never forget when we received a meeting request for 11pm on a Sunday night!\u201d<\/p>\n
While the hours may have been a shock to the Perth-born creatives, they relished the open attitude of their colleagues.<\/p>\n
\u201cJapan has an incredibly collaborative culture,\u201d Brutty enthuses. \u201cWe were lucky enough to work with people who were, in every way, levels and levels above us. But at no point did they make us feel unworthy of their time or expertise. They opened up about personal projects using new technologies, and we wondered why they weren\u2019t being more discreet or patenting their ideas! But they saw it as \u2018anyone who is interested in what I am doing, has the potential to make it better\u2019 and that is a really beautiful frame of mind.\u201d<\/p>\n
Perth upbringing key to success<\/h3>\n
Brutty says growing up in Perth has been fundamental to their success.<\/p>\n
\u201cFor those of us who grow up in relatively remote cities or countries, I think we have the mentality that to get noticed, we have to work harder and smarter than anyone else,\u201d he says. \u201cWe never had a big agency backing us so we taught ourselves new skills to stand out.\u201d<\/p><\/blockquote>\n
Today, the LA-based pair work for one of the world\u2019s most recognisable brands, Apple. But what\u2019s next?<\/p>\n
\u201cWe\u2019ve been putting our careers first for a long time but we want to find more balance and spend more quality time with our loved ones,\u201d Seddon says. \u201cIn the future, we\u2019re hoping to set ourselves up closer to home to work remotely at a global scale.\u201d<\/p>\n
Seddon says they will focus on building their brand.<\/p>\n
![\"Black](\"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2020\/08\/06.35.35-1-GRADE.jpg\")
<\/p>\n
\u201cWe now have broad experience working for agencies and tech companies across different markets so we\u2019d like to focus on the \u2018Tim and Gene\u2019 brand and define what we<\/em> offer,\u201d he explains.<\/p>\n\u201cWe want to figure out how we can help start-ups tell their technical story in a way that generates investment or creates new uses for their technology.\u201d<\/p>\n
For those considering a global career in creative advertising, Seddon says it is as taxing as it is rewarding.<\/p>\n
\u201cIt\u2019s not an easy path but we have been so surprised by how transferable creative skills are,\u201d he says. \u201cI think the world is finally starting to realise the power of creativity and its contribution to successful business. We never thought we\u2019d be able to work in a place like Japan, especially when we can\u2019t speak the language, but turns out our skills are applicable anywhere. So, as a global career choice, creative advertising is hard to beat!\u201d<\/p>\n
Top tips to start your global creative career<\/h3>\n
If you\u2019re interested in pursuing a creative career overseas, Brutty and Seddon have the following tips:<\/p>\n
![\"Gene](\"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2020\/08\/04.50.26-2-GRADE.jpg\")
<\/p>\n
Upskill<\/strong><\/p>\n\u201cIf you\u2019re interested in copywriting or art direction, consider learning skills in motion design, graphic design or coding. Companies are interested in hiring people with a diverse skillset. How do you apply copywriting through a digital experience? Or create interactive design? Diversify your skillset and increase your international employability.\u201d<\/p>\n
Stay open-minded<\/strong><\/p>\n\u201cWorking in different cultures, it\u2019s important to remain open-minded. You\u2019ll need to overcome societal and cultural barriers but your career will be richer for it. Ensure you have a diverse range of interests to draw inspiration from. Those who are open and fluent in the way they think about creativity and how to apply their skills in different contexts will have the best chance of success.\u201d<\/p>\n
Work outside the box<\/strong><\/p>\n\u201cWhat helped us get noticed on the global stage were not our day-to-day jobs but all the extra projects and experiments we did. Submit work to national and international advertising or design awards. They often have a category for junior creatives or students. This will help you get noticed by major agencies. Create a website and showcase your work. Don\u2019t just sit around and wait, go after what you want.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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Name\/s:<\/strong> Gene Brutty and Tim Seddon<\/p>\nRole:<\/strong>\u00a0Creative directors at TBWAMedia Arts Lab for Apple<\/p>\nStudied:\u00a0<\/strong>Bachelor of Arts (Creative Advertising)<\/p>\nGraduated: <\/strong>2009 (Brutty) and 2006 (Seddon)<\/p>\n <\/p>\n","image":false},"related_courses":[{"title":"Design","qualification":"Bachelor of Design","link":"https:\/\/study.curtin.edu.au\/offering\/course-ug-bachelor-of-design--b-design\/","description":"Learn to design through project-based activities using industry-standard equipment, technologies and media platforms.","faculty":"Humanities"},{"title":"Communications","qualification":"Bachelor of Communications","link":"https:\/\/study.curtin.edu.au\/offering\/course-ug-bachelor-of-communications--b-mascoms\/","description":"Gain experience in a variety of communications, including writing, design, public relations and photography.","faculty":"Humanities"},{"title":"Design","qualification":"Graduate Certificate in Design","link":"https:\/\/study.curtin.edu.au\/offering\/course-pg-graduate-certificate-in-design--gc-design\/","description":"An introduction to the fundamentals of design-led innovation.","faculty":"Humanities"},{"title":"Design","qualification":"Graduate Diploma in Design","link":"https:\/\/study.curtin.edu.au\/offering\/course-pg-graduate-diploma-in-design--gd-design\/","description":"An advanced exploration of contemporary design practice and research.","faculty":"Humanities"},{"title":"Design","qualification":"Master of Design","link":"https:\/\/study.curtin.edu.au\/offering\/course-pg-master-of-design--mc-design\/","description":"Advance your knowledge of contemporary design practice and develop as an innovative design leader.","faculty":"Humanities"}],"credits":{"author":"","photographer":"","media":false},"display_author":true,"banner":{"image":false}}},"featured_image":"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2022\/07\/Tim-Seddon-and-Gene-Brutty-cropped-1000x500.jpg","author_meta":{"first_name":"Anne","last_name":"Griffin-Appadoo","display_name":"Anne Griffin-Appadoo"},"publishpress_future_action":{"enabled":false,"date":"2026-04-23 07:45:53","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/8223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/users\/2670"}],"replies":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/comments?post=8223"}],"version-history":[{"count":0,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/posts\/8223\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media\/8224"}],"wp:attachment":[{"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/media?parent=8223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/categories?post=8223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/tags?post=8223"},{"taxonomy":"research-areas","embeddable":true,"href":"https:\/\/www.curtin.edu.au\/news\/wp-json\/wp\/v2\/research-areas?post=8223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"Curtin](\"https:\/\/www.curtin.edu.au\/news\/wp-content\/uploads\/2020\/08\/06.35.37-1-GRADE-copy.jpg\")
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