Three Questions for Emile Rademeyer

Three Questions For... Emile Rademeyer, creative director at Vandal, Sydney

1. What inspires you outside of the industry?

I’ve always been inspired by architecture. In particular the Brutalist architecture movement from the 1960’s. (Sydney’s controversial Sirius building is a good example of Brutalism.) There isn’t an architectural style that has been more controversial, and hated, as Brutalism! My favourite Brutalist examples are the Yugoslavian monuments commissioned by then president Bosip Tito in the 60’s and 70’s. After Yugoslavia dissolved in the early 90’s, they were left abandoned and vandalised.

2. What is your favourite brand and why?

My favourite brands are when people “invent” themselves as a brand, and hence become the brand itself. Good examples would be “Mr Brainwash” from the Banksy movie Exit through the Gift Shop. My personal favourite is Brian Donnelly aka KAWS.

3. Which piece of work do you wish you had done?

Without a doubt the NSPCC ad from 2002. (National Society for the Prevention of Cruelty to Children)  It uses live-action and animation to harrowing effect, treating child abuse like a wacky comedy. It's not only heartbreaking, but probably the only way a sensitive issue as such can be depicted with such satirical visual and aural impact.

I also wish I did the “Mental Wealth” Playstation ad, directed by Chris Cunningham in 1999.