James Sommerville is the vice president of Coca Cola Global Design.He attended art school when he was 17-18 in Batley, and was incredibly interested in pavement art, which could be considered youth marketing. He was inspired by a number of different things around that time period, including magnum watches, atari, computers and phones to name a few.
He created the brand Attik which started in an attack bedroom in Paddock, the company was looking for talented and next generation artists and designers. He mentioned that he had a desire to get into motion graphics, and he worked for MTV to create some of their most recognisable motion graphics.
He started working for Coca Cola in 2006, and he admits that he is still inspired by his hometown of Huddersfield. He says that he always treats the design of a product as if it deserves to be in an art gallery, and therefore he always produces the best of work. Everything is inspired by the people around them. He says that he tries to make things familiar yet surprising.
Agencies of the future, companies will keep trying to sell you stuff and therefore designers will keep finding new ways to do it. Story telling will get you further. Starting something new is unknown until you get into it.
Coca Cola is over 400 brands, including Fanta and Schwepps. It has gone from one colour to four. They want to bring the red into all of the colours so that it is always prominent, this is the way that it was always meant to be. Rising red disc. Influences a lot of graphic design.
