Analogue / &Soda - Barry Darnell
Introducing Barry Darnell for this special mentor edition. He runs one of my favourite studios, Analogue. He also runs one of my favourite drinks brands &Soda. The studio started very humbly back in 2006 doing posters in Leeds for bars and record labels. Since then they've grown to work with the likes of Nickelodeon, MTV, Universal Records, Portobello Road Gin, Netflix and Coca Cola, always bringing their own attitude, non-conformity and playful charm to the table. More recently they've helped create some of my favourite new brands: the psychedelically moorish Eat My Cookies, the shimmeringly stylish Unicorn Tears gin and the iconic vodka & soda brand &SODA - which they own themselves. What I love about Analogue is that they bring this almost childish energy to all their work. This allows them to flex from projects like Barbie to hard seltzers, Star Wars to Gen Z beauty. If I were starting a brand, they'd 100% be one of the agencies I'd speak to first. In this episode we talk about their journey so far, their approach to creativity and how they are taking on the hard seltzer market with their very own &SODA. Enjoy.