Ad campaign taps into the hottest creative minds

THE latest ad campaign by Distell for its Hunter’s cider brand is a very cool collaboration between some hot people in the creative industry.

Called “Nothing’s too hot for Hunter’s”, the new campaign aims to evoke the feeling of being effortlessly cool even in the hottest of experiences.

We caught up with illustrator Russell Abrahams to learn more about his career and role in the campaign.

Tell me more about how you started out as an illustrator and how you got into the industry?

I’ve always had a passion for drawing but initially had no idea how to take it further. I decided to study graphic design after high school. During my third year I became one of Design Indaba’s emerging creatives.

It was here I met other illustrators and some industry folk. Slowly, but surely, brands would trust me enough to work on their campaigns. Fast-forward five years and I am now running a little studio called Yay Abe. We’ve recently moved into studio space so

hopefully this year is a hot one!

What are your favourite materials to work with when illustrating?

Lately I’ve really enjoyed painting murals. I guess it’s the large-scale format that I find intriguing.

I use every medium from house paint, inks and spray paint.

Have you seen the industry grow, and if so, how?

I’ve definitely noticed a change within the industry.

I’m seeing a lot of young people take the initiative to create the work they want. This, in turn, grabs the attention of big clients and allows them to create work that would have taken a young person a lot longer to achieve. I guess the power of social media has come into play, which is

great as it’s allowed young designers access to people who have usually been guarded by gatekeepers.

Are people these days more appreciative of illustration and design and why do you think this is?

I’ve noticed a trend happening where illustrators and designers have become the rock stars of the creative world. It’s an interesting dynamic that I sometimes struggle to understand, but I guess it’s due to people appreciating good work. It’s a scary position to occupy as one should let the personality overshadow the work.

Explain your Hunter’s HOT design and the inspiration behind it?

For the design I used my signature ‘A-Okay’ hand which is holding a matchstick. I then decorated the design with ice blocks and water droplets to show the cool side of Hunters.

The main aim was to create a pattern which took from SA aesthetics but also push a contemporary pop art voice. It’s a happy-go-lucky design that I hope people can have a conversation about and hopefully smile over it.

BEHIND the scenes of the Hunter’s ad shoot.

RUSSELL Abrahams worked on the HOT campaign.