by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
PEOPLE 42 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 FAIE DAVIS HAS SPENT THE PAST 20- plus years as creative director of DDI Adworks/Filmworks, the agency she co-founded with Bernd Winter in 1987. She's long turned her hand to differe nt branches of the arts and has worked as a writer, photographer, film director, art director and illustrator. Her lush coffee table books, pub- lished under the brand, Lookbooks, feature photography, recipes and anecdotes about some of the world's most unusual destinations. The first two in the series, Cuba and Zanzibar, launched in 2009 and this year will see the launch of Namibia and Patagonia, with Morocco due out in 2011. Bryce Courtenay, another former advertising executive turned best- selling author, endorses the series saying: "To possess a unique eye as a photographer may be likened to having an original voice as a writer. Alas, my writer's voice cannot begin to compare in beauty and originali- ty with these lyrical and passionate photographs by Faie Davis." Her photos also caught the eye of an emissary for a royal family from the Emirates when he stayed in a hotel in Tanzania that featured in her Zanzibar edition. Impressed enough to request a signed copy, he took it home to the king who com- missioned Davis to create a Lookbook for his country, some- thing she is currently working on. Davis set-up the publishing com- pany while she was still at DDI and at one stage played with the idea of making it a subsidiary to DDI. The groundwork was done when a client was interested in commissioning a coffee table book on the history of their company. "Then of course the bottom fell out of the market as far as excessive funds for projects like that and that didn't eventuate," says Davis, "but we had set up a tremendous amount of the publishing side so I thought goodness me, it's all sitting there ready to go and it seemed a bit silly not to exploit that." Working on the books full-time came after considerable time jug- gling her overseas trips and her role as creative director. She recalls being on a trip to the Antarctica working on the Patagonia edition when she was invited to travel with s ome ga uchos (cowboys) through the Pampas in Argentina -- she couldn't go because she needed to be back at the agency. "There came a time when I got so involved with the possibilities of doing these books and involved with the idea of travelling to all these different parts of the world that I thought it was a bit unfair to be gone for three months of a year at a stretch living with some tribe instead of staying at home doing work for James Hardie," she says. "With the responsibilities I had at DDI as CD and partner -- you can't sit in Patagonia for as long as you want, you have to be here." Travel has long been a passion along with photography and film- making and Davis made sur e she went away every year regardless of how busy she got. "I've always made sure I've gone somewhere different or unusual or mad. That's always held me in good stead with the work I was doing, you always have to have great experiences to bring to the table in all sorts of different ways." Among the highlights of her career in advertising was co-creating Singapore Girl with Batey Ads founder, Ian Batey. Formerly Malaysian Singapore Airlines, when it split to become two national airlines Ian Batey won the pitch to launch Singapore Airlines, forming Batey Advertising with Davis as co-founder. They decided the female flight atten- dants, who wore the sarong kebaya uniform designed by French fash- ion designer, Pierre Balmain, should be the face of the airline, dubbing them Singapore Girls. Davis says at the time the tradi- tional way of selling airlines was on safety, technical expertise and the destination rather than the in-flight experience: "It was quite a tricky situation as we didn't want to be During her epic advertising career Faie Davis co-created the iconic Singapore Girl, convinced some very buff members of the Sydney Swans to pose naked to promote Ella Bache's 30- plus skincare and had Vogue run a supplement which changed the image of handbag brand, Oroton. As she exits the industry to focus on her series of photographic travel books -- to be published under her new company Epic Publishing -- she reflects on her four decades in advertising. FAIE'S BRAND NEW DAY
May June 2010