Congratulations on your win this year. Can you describe your initial audio concept and what inspired it?
Thank you! It’s incredible to see how close the final product is to the initial concept. The idea – a radio ad for the RSPCA spotlighting the impact domestic cats can have on wildlife – was inspired by the natural hunting instincts of felines and the way we all speak to our pets in that soft, almost baby-like tone. The finishing touch came from playing up most pet owners’ belief that, no matter what, our pets can do no wrong—they’re just perfect little furballs.
What was it like working with industry professionals in the studio, and how did their input influence the final product?
Working at the MassiveMusic studios with the CRA and Eardrum was a surreal experience—I felt like a rockstar! But more than that, collaborating with the sound engineer, voice actors, and creative directors was truly inspiring. Watching them seamlessly combine all the elements and feed off each other’s creativity was amazing. Initially, I was quite protective of my script, but after discussing the concept and vision, we all aligned on the direction. Allowing these pros to lend their expertise—whether it was ad-libbing or trimming lines—elevated the final product. Ralph Van Dijk’s ability to push the creative vision through with Damon’s nuanced sound engineering was a masterclass in audio advertising, and I was fortunate to be part of it.
Can you share a memorable moment or challenge you faced during the production process and how you addressed it?
Two key moments really brought the script to life. First, the voiceover felt too static, so Ralph suggested adding two microphones in the booth. This allowed Duncan, the voice artist, to both voice and act the script, adding subtle, natural movement that made it feel more real. The second moment came after Duncan finished his lines—I asked him to ad-lib a line asking Frankie (the cat) to come inside for a cuddle, contrasting with the gruesome events we’d just heard. It was added to the final mix and became my favorite part of the spot.
How did you prepare for this opportunity, and what was the most valuable lesson you learned from the experience?
I kicked things off with an initial meeting at Eardrum to review the script and align on the creative direction for the radio spot. From there, I was presented with several casting options for both the hero and brand voices. Every actor was incredible, and having the chance to cast my own talent made me feel like a movie director. The biggest takeaway for me was that casting the right talent—someone who truly fits your vision—can elevate the entire project. Duncan did just that, bringing his personality and experience to the role, and I couldn’t be more grateful for his contribution. It was a full-circle moment too, as Duncan is a former AWARD School graduate.
How do you plan to apply the skills and insights you gained from this project to your future work?
My goal is to break into radio and TV ad work, and watching Ralph direct talent while bringing the script to life was inspiring—something I hope to master in the future. He also shared some valuable tips and tricks to save time in the studio, which I’m sure will come in handy and hopefully impress creative directors and producers along the way!
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AWARD School’s masterclass, Get Creative Quick!, takes place on October 8 hosted by some of the industry’s top creatives. Find out more and register here.
