Voices

The Future Of Our Craft Is In Very Good Hands

Sam Richardson, Creative Director 20ten shares how mentoring young people can be one of the most rewarding parts of a creative career.

Sam Richardson

Creative Director 20ten

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Some of that is due to the pleasure of seeing those I’ve worked with succeeding at what they set out to do. Recently that has included students who’ve set up their own business and built a huge following on TikTok with their own content. They’re so hungry to make great things, and it’s heartening every time I speak to them.

And while winning pitches or seeing your work up in lights (or at least in a tube station) is a lovely ego massage – I’m realising as I get older that it pales in comparison to genuinely helping someone define their future. I’d say that over the last few years I’ve started to get as much satisfaction in seeing great work from people I’ve supported as in my own work.

It’s also really reassuring to meet these up-and-coming designers, writers, filmmakers and producers and realise that the future of our craft is in very good hands. They know how to make stuff. They know what matters. They’re brave, exciting and hugely talented.

I’m certain, though, that I’ve learned more from my mentees than they have from me. I want people to know that far from being an act of selflessness, you get so much out of being a mentor. If you’re not doing it already then please do think about getting involved.

One of life’s ironies is that some of the people I think would make great mentors dismiss the idea because they don’t think they’ve got anything to offer young people.

On the one hand I see why. While every mentee I have met comes with a unique background and their own challenges and goals, it’s inevitable that the same questions come up again and again: How do I get into the industry? What job should I do? What university should I go to? Just… how?

Because the world has changed so much since I started out, I don’t think that practical advice from me on those fronts is probably that relevant.

But what you might not realise is that as a mentor you also get a lot of questions about life. Which means that over the years I’ve had a lot of time to think about what I know now which would’ve helped me back when I was starting out. Things like:

Be patient with yourself

It can be frustrating starting anything new. We all suck at everything until we practise. Sucking at something isn’t a failure. Persevering over time to improve is a success. Everyone works at a different pace and is talented at different things. Avoid comparing yourself to others, celebrate the progress you’ve made on your own.

Distractions are good

We’re taught that focus and sustained work are the only measurable metrics of productivity. That’s wrong. Daydreaming, researching, reading and exploring are far more productive for a creative mind than forcing ideas to a deadline. Take your time, note down ideas, and talk out loud about your thoughts.

Never settle on normal

Normal is both impossible to describe and everywhere at the same time. Notice the things that stand out and process the reason as to why. Push yourself beyond what was required. Always move forward and progress. Progress can mean anything too. Wellbeing is progress. Enjoyment is progress. Sitting still and listening to the wind is progress. They all add value to your life experience.

I imagine that most of us who’ve done this job for a while have got their own set of observations. So while you might not feel qualified to tell someone young what to write on a university application to guarantee you’ll get accepted, I’m sure you’ve got loads of wisdom to impart.

If, like me, you realise you’ve got to where you are in your career in part because you’ve been granted certain privileges and opportunities, it’s incumbent on you to help other people who haven’t. If you got here without any of those advantages other than your own voice, your presence is so important for young people in the same situation today as you once were.

There’s so much that can’t be learned at university or by looking things up online and mentors can fill some of those gaps, encouraging good communication and helping instil confidence.

If I’ve persuaded you to give it ago but you’re not sure where to start then I wholeheartedly suggest getting in touch with Brightside, a charity with many years’ experience in promoting social mobility.

I promise that you don’t have to have all the answers – after all, even if the main thing you end up sharing is that no one knows anything and we’re all making it up as we go along, you’ll probably have imparted one of the most valuable pieces of information anyone can hear.

Guest Author

Sam Richardson

Creative Director 20ten

About

Sam joined 20ten in 2020 after a decade spent in varied roles in advertising, branding, product design and gaming, both in-house and agency side, and also as a freelancer. He has worked on clients such as McLaren, Disney, PlayStation, Unilever, Amazon and Coca-Cola, among many others. Sam is passionate about creating work that is both meaningful and worth talking about, and to do this he takes an ideas-led approach. At the same time he adores the craft aspect, often undertaking art direction, design and even copywriting for campaigns. Whether it’s making major ATL films or pushing pixels in the latest social post, Sam is driven to produce work which creates an impact.

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Young Creatives