Episode 39 | Andrey Tyukavkin | Le Pub, Global Executive Creative Director & Founder of Le Garage | The Neuroscience of Sick Ideas

Known in the industry as "Heineken Jesus," Andrey Tyukavkin is one of the most inventive creative minds working today. As Global Executive Creative Director at Le Pub and Chief Innovation Officer & Founder of Le Garage—their global innovation and prototyping hub—he's led award-winning work for Heineken, Netflix, and Philips, racking up 70 Cannes Lions and over 232 creative awards to his name, ranking as the #3 Executive Creative Director at Cannes Lions 2022. He also speaks seven languages!

In this episode, we explore the fascinating connection between neuroscience and creativity. Andrey opens up about his panic attacks, the "dead spot" in his brain, and the science that links an enlarged amygdala to creative genius. We discuss why the best ideas often come from brains that refuse to work in linear ways—and why being "a bit sick" might be exactly what the industry needs.

We also dive into his approach to innovation: from The Closer (a bottle opener that shuts down your work apps) to The Boring Phone (a Nokia-inspired antidote to smartphone addiction), Andrey explains how prototyping physical objects in-house allows his team to move at speed and create campaigns that become instant PR stories.

Plus: why he values engineering backgrounds over advertising experience, the danger of AI producing "perfectly average" results, and his advice to young creatives—"Fuck around and find out."

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