MEET THE ARTIST

Maverick Media’s creative director answers our questions about what it’s like to work in the ever-evolving video games industry

M averick Media straddles two industries – marketing and video games. For 25 years, the team has made awardwinning, multi-platform creative campaigns for the world’s most prestigious game publishers, developers and brands. As part of the Keywords Studios family –a services provider to the video games industry with more than 60+ facilities in 23 countries – Maverick works with everyone, from indie developers to AAA publishers across a global stage.

Now, we meet Maverick Media’s creative director, David Williams. With over 15 years’ experience spanning film, TV and advertising, Williams has been integral to multi-platform campaigns for Apple, Virgin Media and Warner Bros to name a few.

As a life-long gamer and internet native since the days of 14.4kbps dial-up, Williams is an advocate for the potential of brand integration in video games.

Tell us a bit about your career.

I’ve been lucky enough to have a varied career – making films and TV series, getting to hang out with actors and musicians – which led to recognising the opportunities that early examples of branded content presented. That brought me to advertising, where I’ve learned as much as possible about every aspect of the business. The consistent thing throughout my career has been coming up with ideas – and generally being creatively provocative or mischievous.