“Creating ad campaigns can be a long and meticulous process,” says Richard Christiansen, founder of Chandelier Creative (@chandeliercreative). “We founded our agency to manifest our curiosity on a day-to-day basis, to be more volatile and reactive to the outside world."
Chandelier Creative was started 11 years ago on Richard's kitchen table. The initial team had all worked in magazines together, and as the print world started to dissolve, they saw an opportunity for an agency that could bring an elevated aesthetic to digital, social and the moving image. The brand’s creativity manifests itself on its Instagram account, documenting everything from its latest ads for Old Navy to its innovative monthly lecture series to Richard’s expeditions in Antarctica or its collaboration with Jane Goodall.
"It's our effort to build our identity, our tone of voice, separate from client work,” Richard says of Chandelier’s Instagram strategy. “But beyond that, it's the manifesto for a world we want to live in, the values of an inclusive and brilliant humanity.” He describes @chandeliercreative’s account aesthetic as National Geographic meets Vogue. “We love compelling visuals, but the story, the human component, is what matters more to us,” he says.
Richard says that more and more often, Chandelier’s client meetings begin with “I like your Instagram.” What advice would the agency give other companies that want to start an account or run ads on Instagram? “Avoid self-scrutinization and find your voice,” says Richard. “There is way too much noise out there, so make sure you have something to say that isn’t fickle, but uplifting."
Video by @chandeliercreative