media update’s Aisling McCarthy chatted to Phatlane and Promise’s executive creative director, Marc Watson, about the win at Bookmarks 2017.

Winning Gold in this year’s Bookmark Awards for Best Digital Youngster is a huge achievement. What does this award mean to you?

Phatlane: I was nervous on the night, but everyone I went with seemed to be more certain than I was that I was going to win. It created so much tension, but winning was great. 

I was really happy to receive the award, as well as get feedback from the judges after the awards. It's always a big deal to be recognised by industry professionals, and for me, it's a great stepping stone to reach my career goals.

Watson: I'm immensely proud of Phatlane's Black Pixel win. Recognising and supporting young talent is very important to our industry. 

Best Digital Youngster is defined by the IAB as ‘A person under 28 who has made a significant contribution to digital through their work.’ What do you think has been your most significant contribution this year?

Phatlane: I've always been big on quality. I like bringing a certain finish and quality to everything I do, which in turn raises everyone's game. I like to push the boundaries in the digital execution space.

My work is influenced by 3D, and with it, an artist can create a lot of things which don’t already exist. So I am always pushing myself to show the world what this country can do in the visual space.

Watson: [Phatlane's work is] exceptional, to say the very least. He is one of the most talented designers I have ever come across, with a tremendous appetite for growth and personal development. He can execute through many different styles with utter ease and confidence because he truly understands the craft and process of digital design.

Having worked with some big name brands, such as Reebok, Adobe Studio, Renault and Puma must involve a huge amount of work. Tell us a bit about it.

Phatlane: I am always driven to improve, and a lot of this comes with experimenting with different executions and ideas. Through these experiments, my portfolio has caught a lot of people’s attention - including these brands.

I have created a style which I like, they really like, and their consumers like. I have been in the industry for a very short amount of time, but I have a serious passion for what I do. That drives what I do, and resonates with people.

Watson: His calibre of work cannot be achieved without remarkable effort. He's always in relentless pursuit of excellence and I find he's at his happiest working on many projects at a given time – the diversity of work stimulates him in different ways, keeping him engaged and interested in the challenges at hand. This often results in substantial creative leaps in his output.

In 2016, you were selected to be a part of the Communication Design Panel at the Loeries. How did it feel to be one of the youngest Loeries judges ever, at the age of 25?

Phatlane: It was honestly very unexpected, but I learned so much from that experience which will help me a great deal, going forward. I felt really proud to judge the Loeries; at times, even a little overwhelmed by the occasion, but I think I held my own.

Phatlane has been nominated for 20 Loeries and has won four times. How does it feel to work with someone so widely recognised at such an early stage in their career?

Watson: It's a real honor [working with Phatlane]. Together we have created an environment that supports what he’s trying to achieve in his work. It’s really important that we’re constantly aligning him with the kind of work he enjoys doing, guaranteeing that he’s on track with his desired personal development. A big part of Promise is ensuring that great talent is able to do what they do.

I’d love to see him keep spreading his knowledge and influence. He’s got a real passion for sharing his talent and as much as the designer in him is growing, I’d also like to watch the leader in him grow to its potential.

How much of an influence has Promise, and Watson had on your career?

Phatlane: Watson really pushes me to create great work, which is fantastic. He is one of the reasons why I am doing well – he has a passion for the creative, which I feed off of.

He is very inspiring, and together we are always talking about what we can do to improve. He is a great mentor and I am very thankful for the opportunities he has afforded me. These awards show that hard work always pays off.

What advice would you give to young, up and coming designers wanting to succeed?

Phatlane: Some things in life are quite simple, but design is not one of them. So before wanting to succeed as a designer, you have to love design first. As we all know, when you love something, you'll give it the necessary attention it requires.

After that, it's just hard work and setting goals for yourself. Nothing can stop you if you have the skills to do whatever you want to do. So learn the skills that make the best designers great, make them your own, and soon, everybody will know who you are.

Interested in promising, young designers in South Africa? Read more in our article, ‘Fresh Meat’ in the design world: A Q&A with Sarah Mitchell.