Three Questions For… Nick Cummins

Nick Cummins, Creative Partner at The Royals

What inspires you?
I love when things are fresh or unexpected but are connected to a human truth. That could be fashion or music or an advertising idea. I'm bored when something feels familiar or expected.

What do you look for in a creative book?
The book is only half of what I look at. I look for passion. Someone who is trying to be themselves not a cookie cutter art director or writer.

What does creativity mean to you?
A passionate belief in the power of a unique solution.