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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We’re a video podcast talking brand and creativity with the world’s best in class.

Hosted by ⁠Andrew Dobbie⁠

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Keywords

creativity, AI, digital advertising, leadership, work-life balance, personal growth, innovation, creative management, technology, storytelling

Summary

In this episode of 'Just a Chat with a Brand and Creativity', host Andrew Dobbie interviews Lars Bastholm, a seasoned creative leader with a rich history in digital advertising and AI. They discuss Lars's unconventional journey into creativity, the evolution of digital advertising, and the challenges of leading creative teams. Lars shares insights on work-life balance, the impact of AI on creativity, and the importance of personal projects for young creatives. The conversation also touches on the duality of AI's potential, exemplified through a humorous experiment with an AI-generated Billy the Fish, showcasing the playful side of creativity in the age of technology.

Takeaways

Lars's journey into creativity was accidental, starting from a film and English degree.

Direct marketing taught Lars the importance of understanding customers.

The arrival of the internet changed the landscape of advertising.

Leadership styles must adapt to different cultural backgrounds.

Creative management often involves navigating corporate politics.

AI tools can enhance creativity but should not replace the creative process.

Personal projects are crucial for showcasing a creative's true self.

The balance between work and life is essential for creativity.

AI can create absurd scenarios, but human input is vital for quality.

The future of creativity lies in collaboration between humans and AI.

Titles

Navigating Creativity in the Age of AI

From Advertising to AI: Lars Bastholm's Journey

Sound bites

""AI can superpower your creativity.""

""Fail fast, have fun while doing it.""

""You don't want to do the shit jobs.""

Chapters

00:00 Introduction to Lars Bastholm

02:59 Lars's Journey into Creativity

10:02 The Evolution of Digital Marketing

12:17 Leadership in Creative Teams

18:04 The Challenges of Creative Management

25:04 Transitioning to Google and Work-Life Balance

30:06 Navigating the Creative Landscape at Google

31:58 Creative Leadership at Google

34:44 Balancing Work and Family Life

36:21 The Rise of AI and Machine Learning

39:41 Exploring AI Tools for Creativity

41:34 The Scandinavian Creative AI Summit

43:45 Wonder Panic: The Duality of AI in Creativity

46:44 The Dance of Human and AI Collaboration

49:40 Sora 2: A New AI Social Network

51:54 Navigating Reality in the Age of AI

56:30 The Future of Shared Reality and AI

In this episode of Just a Chat with, I sit down with architect and entrepreneur Danny Campbell, founder of Hoko Design and judge on BBC’s Scotland’s Home of the Year.

We chat about building a business with purpose, the dangers of ego, and what happens when you scale too fast. Danny opens up about how near-burnout reshaped his views on success, why he swapped a Jaguar for Crocs, and how kindness—not competition—became his guiding principle.

It’s a conversation about design, growth, and rediscovering what really matters—at work, at home, and in life.

Key Takeaways:

• Ego is the enemy. Growth driven by ego leads to stress and instability. Purpose-driven growth lasts.

• Kindness scales. Doing good for others multiplies back—personally and professionally.

• Simplify to survive. Hoko shrank from 35 people to 10 and became more profitable and happier.

• Inside-out success. The best businesses start by getting the people and purpose right before the process.

• You don’t need more—just the right things. Letting go of material pressure creates mental freedom.

  
  

  Chapters

  
  

  00:00 Welcome Back and Introduction to Danny Campbell

  01:51 Incredible Journey: The McLean Brothers' Record-Breaking Row

  05:25 Reflections on Travel and Inspiration

  09:18 Finding Purpose and Passion in Work

  12:54 The Architecture of Home: A Unique Perspective

  17:41 Building a Team: The Importance of Complementary Skills

  21:57 Navigating Growth: Lessons from Scaling a Business

  26:41 Embracing Technology: The Role of AI in Architecture

  30:05 The Impact of Public Life: Balancing Work and Family

  34:20 Parenting in the Digital Age: Teaching Resilience

  39:38 The Future of Hoko: Vision and Growth Strategies

  
  

  More here: https://justachatwith.com/