Creative Insights: Showpony's Abby Moulton on a fluke entry into the industry

By Ruby Derrick | 9 April 2024

Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.

Showpony associate creative director Abby Moulton:
How did you fall into the industry? Was it deliberate or a misstep?
I was introduced to the world of advertising in the flukiest way. After a few years as a journo, with absolutely no understanding of what an advertising copywriter was – I thought they put the © mark on things – I was driving home on a Friday afternoon. As I was stuck in traffic on my way home, I looked up to the building next to me to see people drinking, laughing, chatting, music blaring with people perched on the window sills genuinely enjoying each others’ company. I obviously had to know more. So, I googled the name on the sign, and that’s how I met Showpony and was introduced to the industry.

What’s your secret sauce for commercial creativity?
Good people. I got really lucky with the team I work with. They make me better. When you’re around creativity, it seeps into your pores. It elevates your standards, makes you hungry and shows you all new ways to think.

What’s the biggest hurdle now for creatives?
Keeping up. Right now it feels like there’s always something new – software, AI, platforms, trends. But there’s no point fighting it. Instead, get behind it, learn how to use it and embrace it. Until the next thing.

Do you wear the black t-shirt uniform or are you a nonconformist?
Not so much black t-shirts, I’m more of an oversized blazer girl. Think David Byrne from Talking Heads.

Can commercial creativity only take place in a room full of people in black T-shirts?
Look, I’ve seen it happen. But I put it down to coincidence or a lack of clean washing.

What was the latest campaign that you worked on that you really enjoyed?
We’ve recently wrapped up a campaign for BreastScreen SA. It was a fun campaign working with a mostly female team, from client, production, crew and creative, with some really cool extensions. Never did I think my career would involve turning SA’s iconic Malls Balls into the Malls Boobs. And the fact that an Austin Powers reference might help save peoples lives is why I love this industry.

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