Tristan Fitzgerald, Interactive Creative Director of JWT Dubai, loves being a dad and all things Apple. What about technology rocks his world? Putting those two loves together. “I’ve got to say my iPad rocks my world, mainly because it keeps my son very quiet in car journeys,” Tristan says.
Since arriving at JWT Dubai, Tristan applied his creative talents to integrated campaigns with Nokia, Nike, HBSC, Johnson & Johnson and Unilever, just to name a few. While he is based in Dubai, his team is global—that’s why he’s working with dotJWT.
What is your ambition?
My ambition in Dubai is to create a new media lab—the kind that New Zealand became. Dubai is a small market that’s highly connected. We’ve got potential to do amazing work.
What work are you most proud of?
The work that I’m most proud of is actually from the time I worked at the NSPCC, which is a children’s charity in the UK. It wasn’t very glamorous or very rocking technologically because we essentially built a database and a lot of very targeted activity around it. But this brought in more money, which meant they could do more work for children.
Who do you know at dotJWT?
I know John [Baker] and I love him! He’s the best pitch doctor ever.
What case study in Dubai are you most proud of?
I’m most proud of the Nike sticker wall, which is a mall activation that we did while the Nike store was closed for refurbishment. We covered it with collectable stickers with a QR code on the back. It practically provoked a riot in all the Emirates, which was very unusual because shoppers are very passive. It got massive response on Facebook as well. We’re really proud of that moment.