Craig Roderick, Executive Creative Director & Co-Founder of Catch A Fire, says people are the key to continued inspiration
Apathy is the enemy of creativity. As the summer season kicks in it is all too easy too easy to find ourselves on autopilot. Whether boiling our brains on the Northern Line, or navigating the mental gymnastics of summer childcare logistics, summer can be a difficult time to maintain momentum. For creativity and curiosity to thrive we need rest and inspiration. Be it recommending a book, a breathing method or developing a craft, this summer BITE is asking leaders to share how they are making the space to nurture their creativity and find their pace.
Craig Roderick, Executive Creative Director & Co-Founder, Catch A Fire, details how other people can provide inspiration during the slower summer months.
People. They are central to every idea our industry is built on.
To me this thought becomes especially amplified in the summer, a time when people are more often than not out and about, embracing the warmth and the vibrancy of the world around them. This is a time that lends itself perfectly to one of my favourite pastimes: SERIOUS PEOPLE WATCHING. There’s something profoundly inspirational about observing the ebb and flow of human activity, and nowhere is this more amplified than in a British seaside town like St. Leonards. It may be a small town, but it offers a diverse tapestry of characters and stories.
There’s something profoundly inspirational about observing the ebb and flow of human activity.
Craig Roderick, Executive Creative Director & Co-Founder, Catch A Fire
As I set up my MacBook in the cafe with the biggest windows I can find (usually overlooking the sea) I see kids with their retro Stussy tees, joggers battling their middle age spread, families dragging around their pet dogs, hordes of white van drivers digging, fixing, building or demolishing the town. Each individual represents a unique story, a snapshot of life that, while fleeting, is incredibly rich in detail and emotion. Observing this, I find myself captivated by the sheer diversity and depth of human experience.
I’m no actor, but in moments like these, I can’t help but engage in a form of empathetic imagination. When I look at someone, I try to step into their shoes, imagining their thoughts, their likes and dislikes, their joys and fears. This mental exercise is not just about curiosity; it’s about understanding the myriad ways people think. It’s about recognizing that each person is the protagonist of their own story, with dreams and experiences that shape who they are.
In this practice of observation, I’ve learned to appreciate the small details that make up our lives. Each detail offers a glimpse into their personality and life story. It’s a reminder that while we are all unique individuals, we share common threads. It’s this that steers and informs some of my finer ideas. Ideas I imagine the Stussy kid, the jogger, the family and builder will act on, remember and enjoy.
Craig has worked in the advertising industry for over 20 years, at agencies including Leith, Y&R, WCRS and Southpaw. As Creative Director he's lead projects on great brands like Honda, Asahi beer, Talisker, Baskin Robbins and Cunard. Founding his own purpose-led strategic creative agency Catch A Fire in 2017 with co-founder Toby Barty, with a desire to help brands that want to make a positive impact on the world. He has gone on to create work for plant based food brand - Frys, World Conservation Society, PG tips, Flora, Demelza childrens Charity, Unilever and many more. Most recently Craig and the Catch a Fire team have been awarded for their work for Camden Council, Omnevue and Penfolds wine.
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