Creative Minds: FCB's Claire Herselman transforms nonsense into creativity

Name: Claire Joy Herselman

Place of origin: Auckland, New Zealand

Places lived and worked: London, United Kingdom; Sydney, Australia; Auckland, New Zealand

Pronouns: She/her

CV:

• Senior copywriter, FCB Aotearoa, NZ, 2024—current
• Saatchi & Saatchi, NZ, 2022 – 2024
• The Monkeys, NZ, 2021-2022
• Ogilvy, Australia, 2018 – 2021
• 99, Auckland, NZ, 2017-2018
• Contagion, NZ, 2016-2017
• Y&R, NZ, 2014-2016

1. How did you end up being a creative?

I had no idea what I wanted to do with my life, and so I flunked my first year of uni and ran away to London at 18. I ended up working as a barista in the advertising district and had fun talking nonsense with the different creative teams coming in. They liked my nonsense and told me I should be a copywriter. When I got back to New Zealand, I applied for the MDS advertising diploma (which thankfully wasn't a post-grad back then) and here we are. I get to talk nonsense all day and I'm a pro on the agency coffee machine. My art director is very happy.

2. What’s your favourite piece of work in your portfolio?

I'll always love the Southern Cross campaign for Auckland's iconic Big Gay Out. As official sponsors of the event, Southern Cross wanted to do something that was both fun and helpful. The LGBT+ community has worked so hard to be proud in their skin, the least they could do was take care of it while celebrating under the sun. We set up a stand offering our limited-edition SPF 50+ Sparkle Screen to the crowds. It was such a hit, many complained that it wasn’t available to buy.

3. What’s your favourite piece of work created by someone else?

I love the work that comes out of Bear Meets Eagle on Fire. It's so fresh. Their latest campaign for Telstra, ‘Better on a better network’ is my favourite piece of work. I have ADHD but I watched every single one of those videos and each one was as brilliantly written and crafted as the last.

4. What/who are your key creative influences?

Jennifer Saunders is my hero. I've wanted to be like her since I was a kid watching Ab Fab. Which if you know me, says a lot.

5. What kind of student were you?

The one that was always sent to the other room because I talked too much.

6. What’s the craziest thing you have ever done?

Move to London at 18 with absolutely nothing.

7. Who is/was the most important person in your life (not including parents, spouse/partner, or children)?

My best friend Sarah Hodgetts. She's a single mother who has already battled cancer once and has recently been diagnosed with terminal cancer but still manages to be the most effervescent and incredible person I've ever met.

8. What career did you think you’d have when you were a kid?

I thought I was going to work at Tiger Island, until I realised it wasn't actually an island where the tigers lived, but a naff attraction at an amusement park.

9. What advice would you give to 10-year-old you, if you could?

It's cool to be weird.

10. How would your co-workers describe you?

Loud. I have a laugh I can't control and the audacity to find almost everything funny.

11. Cat person or dog person?

Cat. Yet I have a dog and a rabbit.