We sat down with Alan Aboud in London to discuss Alan's journey as a Creative Director working in advertising, film, books, exhibitions and environmental design as well as the early years studying at St. Martins in the 80's.

A seasoned creative director and founder of his own agency since 1989, reflects on a career shaped by spontaneity, collaboration, and instinct rather than strategy. Originally aspiring to be an architect, he pivoted into visual communications at NCAD in Dublin before transferring to St Martins in London, where he honed his craft and built connections that would launch his professional path. From early collaborations with icons like Malcolm Garrett and MTV to a long-standing creative partnership with Paul Smith, Aboud grew his studio organically, driven by curiosity and trust in creative relationships. While he never adhered to a formal business plan, he highlights the critical lack of business education in design schools, noting that many creatives are unprepared for financial realities. Post-2015, after stepping back from Paul Smith, he downsized his studio and adapted to shifting industry conditions, including smaller budgets and the rise of AI. Though cautious about AI’s legal risks, he sees its potential as the next revolution akin to the introduction of Macs. His advice to young creatives: partner with someone who understands business, because a successful creative career requires as much commercial grounding as it does vision.May 2025.