Katie Peake of Backlash on Finding Inspiration Everywhere

And keeping an open mind

With 15 years in the business, Katie is currently founder and creative director of Backlash, a brand experience agency that specializes in retail and beauty. Her high-profile client experience includes Coca-Cola. Asda and Greggs.

We spent two minutes with Katie to learn more about her background, her creative inspirations and recent work she’s admired. 

Katie, tell us …

Where you grew up, and where you live now.

I grew up in West Yorkshire in a small village. I moved to London 13 years ago, and I now live in Essex.

How you first realized you were creative.

At school, I only excelled at art or creative writing, so it became apparent fairly early on. Also, my dad is an artist, so I’ve grown up watching him painting and going to galleries and exhibitions.

A person you idolized creatively early on.

Tim Burton has his own unique brand of creativity which I idolized from my angsty teenage years onwards.

A moment from high school or college that changed your life.

One of the biggest moments that changed the trajectory of my creative journey was when I got accepted into the BA honors graphic design course at Kingston University through my art foundation at Leeds College of Art & Design. I was one of only two people from my foundation course who got accepted.

A visual artist or band/musician you admire.

Daniel Arsham. He uses pop-culture references in sculptures and incorporates unusual materials such as crystals into his pieces. His art is featured a lot in marketing partnerships. He brings sculpture to the masses in a striking and accessible way.

A book, movie, TV show or podcast you recently found inspiring.

I’ve been listening to Stompcast, which is hosted by Dr. Alex George. He talks to people from different backgrounds and specialties, but it’s also quite mental health-focused. He talks a lot about the benefits of hiking and walking and getting out in nature.

One of your favorite creative projects you’ve ever worked on. 

I created the Coca-Cola “Tweet Machine,” which was a vending machine that dispensed a variety of T-shirts when you tweeted what your favorite Coca-Cola flavor was.

A recent project you’re proud of.

The Marc Jacobs pop-up that sat in Covent Garden for 30 days. It had a strong focus on design and visual disruption. We made sure the pop-up was just as dramatic at dusk during the winter months as it was during the day.

Someone else’s work that inspired you years ago.

The Persuaders agency. They took everyday items or themes and made them playfully disruptive. One of the things that stood out for me most was the Good Ship Benefit pop-up, where they took over a boat.

Someone else’s work you admired lately. 

Coach is doing some interesting experiential work on a global scale. I think it’s really paying off for them.

Your main strength as a creative person.

Finding inspiration everywhere—not just by looking at what other brands are doing. If you want to create unique or disruptive ideas, you need to be inspired by anything and everything and approach life with an open mind.

Your biggest weakness.

Trying not to get offended when clients give “negative” feedback. I’m still working on it.

A mentor who helped you navigate the industry.

My previous creative director, Martin Homent. He showed me a lot of kindness and patience. He showed me how to build my ideas from a seed and how to put them in front of a client. He invested a lot of time in my craft to make it commercial and marketable. I wouldn’t be half the creative director I am today without his guidance.

How you’re paying it forward with the next generation of creatives.

I’m a guest lecturer at Falmouth University, working with the advertising MA students. I send the students an old Backlash brief. Over a number of weeks, I conduct sessions to see how they are getting on, with a view that there will be an internship at the end of it, and they can present their work to our clients.

What you’d be doing if you weren’t in advertising.

Working in film or TV on the art direction side of things, creating the styling and visualization of sets or scenes.