Friends - Ciarán Sanchez-O’Neill
Senior Global Marketing Manager, Energy at Dr. Martens. Hampshire, United Kingdom
We met through running, Ciarán was one of the co-founders of Still Waters Run Deep, the Manchester crew that first landed on my radar with a fresh POV and a clean collab with Cherm (formerly ICNY, now Market). I’ve always appreciated their take sharp aesthetic, solid energy.
We stayed connected over the years, catching up whenever he was in town or at a Bridge the Gap event where RDC was involved. Always good vibes, always grounded even when he was deep in the swoosh. Things properly clicked when we worked together on London’s Fastest for Nike. Big moment, and even better to build with someone who really gets the culture.
How would you describe yourself, and what drives you?
These days, I try to live as much in the present as I possibly can, and that’s a relatively recent change (since shifting from my 20s into my 30s). I would describe myself as someone who craves creative stimulation and good company, and strives to spend as much time outside as possible. My drivers are my family.
What pivotal moments have shaped your journey so far?
I hit reset on life at 32 and it was without a doubt the best decision I ever made. Never say never is a lazy idiom but it’s also absolutely true. I know so many folks who are ‘creative’ in their daily practice but are stuck in unhealthy patterns. I realised the truth in that it’s never too late, you’re never too old, your story is not who you are, and you really can hit reset and rediscover yourself.
What is your relationship with Rosie Lee, Unorthodox Blend, and/or Mark & Russell?
Rosie Lee was the first creative agency I ever came into contact with. I met Chop (Mark) on set when I was in my early 20s working for JD Sports in my first proper marketing role and still very much learning the ropes and the industry. I had never really seen a Creative Director at work, let alone met someone a little older (no shade, Chop) who I could relate to, so it was a pretty eye-opening experience and definitely planted seeds.
What has come out of any relationship and collaborations?
As a by-product of the running world, Chop was a mentor to me in those early years and always made time for me when I was visiting London from Manchester, which was monumental for me as a young person who was hungry for opportunity and so excited by everything I was seeing. Chop never turned me away, and always sent me off with fresh wisdom to consider. And then during my first big season working for Nike, it only made sense that Rosie Lee were one of the agencies that helped me deliver one of my biggest projects at the time for the Running category, London’s Fastest in the back end of 2017. It was such a pleasure working with the team then on a project of my own, creating a series of races and experiences that culminated in wild artwork that would be projection mapped all over the Tate Modern’s Turbine Hall. I have some very special memories from that time, and the team were incredibly talented, and patient.
What does being unorthodox mean to you in your work?
It means thinking for yourself, which can be easier said than done in certain environments. But it’s something that will set you apart in the end.
What beliefs have guided you through tough decisions?
Professionally, I’ve always been passionate about what’s right for the end consumer, or the person experiencing that work first hand. If it’s not right for them, then it shouldn’t happen. I have never enjoyed box ticking exercises or projects for the sake of projects.
What challenge in your field of work is often overlooked?
Probably this very thing. In the marketing world, we like metrics that can show a project’s success - sell through, engagement, views, and the rest. But sometimes, spending the same amount of money on less visibility / less engagement, but in a way that is much more impactful and meaningful is the better way to go.
How do you balance creativity with structure / order with chaos?
By leaving creative up to the creatives! Relatively speaking, I’m a creative thinker, but I’ve learned to know where my skills lie, and I’m a better planner and orchestrator than ideas man.
What cultural shifts are you noticing in your field of work?
Product is losing it’s meaning across the board, I think. Homogenisation. Indie brands are taking huge market share from the big boys. But mostly I’m just witnessing patterns repeating themselves. Digital platforms being usurped by people seeking physical IRL connections. Another resurgence of running, amongst other sports.
If you could master any skill instantly, what would it be?
Design, illustrate, paint. Something with a visual outcome. I can articulate thoughts well enough into words, but I’ve never been able to translate my ideas into imagery, symbology or communicate visually.
What’s one experience everyone should have at least once?
Everyone should go to therapy.
What has inspired you lately?
Flowerhead World - https://flowerheadworld.com
This is something that I’ve been working on with my wife for the past year and has served as a constant source of creative energy and exchange. She’s such a pleasure to work with. She started making with her hands after an MS relapse a couple of years back left her with no feeling in them, and I’ve been so inspired by her ability to switch on her beginner's mind and try new things, in spite of these sorts of challenges. Flowerhead has snowballed from a small ceramics idea into a creative platform for the both of us and has been such an enjoyable outlet for these past few months (and hopefully for years to come). We’re soft launching in December, but have big plans for the New Year.
Rick Rubin’s Tetragrammaton
I never really appreciated the magnitude of his creative genius, but I’ve particularly enjoyed his podcast / interviews this year. My wife put me onto a few of his past conversations with folks we had enjoyed, but he brings a totally different perspective to what would be pretty predictable conversations otherwise. I think I just love his curiosity.
What Artists’ Wear by Charlie Porter
I don’t read a great deal of non-fiction these days, but Louis Flashman put me onto this a couple of years ago, and I just picked it up when my daughter was born as something to dip into when she’s snoozing (when I can). I’ve always worked in fashion, and also regularly thought about the messages we send with the ways in which we dress - a regular conundrum in my daily routine. Charlie’s view of the role clothing plays in the lives and careers of the world’s most influential artists is pretty eye-opening.
And artwork, in general, by Celia Lees
I just think she’s a wonderful artist, and I wish I could paint like her.
What advice would you give to young people starting out in their career?
Just get out there and make stuff, and pay little attention to what anyone else is doing. Comparison truly is the death of creativity, and I think in this day and age where your social media presence is your CV and everyone is looking at everyone, and only really showing their latest flex, it can be really daunting, disheartening and also straight up misleading. This is definitely something I would want my younger self to understand, looking back.
What question would you like us to ask the next person?
If you could have chosen another career for yourself, what would it have been? And where would you be now?
How can people connect with you, get involved or take part in any of the projects you’ve highlighted above?
Personally, I’m always looking for new talent to work with, and while I choose not to be on social media, my LinkedIn is open to any and all.