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Why BarkleyOKRP Chicago's Matt McNulty Believes in DIY Creativity
'Don't let the wins or the losses weigh too heavily on you. Neither are as big as they seem'
Matt, ECD of BarkleyOKRP Chicago, spends virtually every morning shooting photos with his camera. The allotted time provides a constant source of inspiration and allows him to get out of his head. Beyond that, he appreciates creative folks who DIY stuff, from dedicated basement musicians to ardent YouTubers.
“Seeing folks make things on their own or with their friends “really gasses me up and brings me back to the mindset that got me into advertising in the first place,” Matt says.
He leads the agency’s Chicago creative team alongside Ben Pfutzenreuter. Since starting his career as a junior art director in Milwaukee, Matt has built a reputation for creating culture-shaping work that blends creativity, humor and business impact.
Over the course of his career, he has helped develop some of advertising’s most recognizable and enduring campaigns, including Progressive’s beloved “Dr. Rick,” Samuel Adams’ “Your Cousin From Boston” and Burger King’s “You Rule.”
His work has also appeared on some of the industry’s biggest stages, from the Super Bowl and the Grammy Awards to the Macy’s Thanksgiving Day Parade, for brands including Pepsi, Doritos and Xfinity.
We spent a few minutes with Matt to learn more about his background, inspirations and on supporting and celebrating fellow creatives.
What would you tell your younger self if they could see you now?
Don’t let the wins or the losses weigh too heavily on you. Neither are as big as they seem.
Finish this sentence: When I am in a creative rut, I _______.
Go for a photo walk with my family or my dog and try to see things I haven’t noticed before. The slower the walk, the better.
What’s a belief about creativity you’ve changed your mind about?
When I was younger, I believed the stories our industry tells about being creative. That it’s mystical and fragile, and as a result I needed to be treated like a special flower. In reality, the best creatives I know are all super collaborative and willing to just put in the work. I now find that it’s much more about work ethic and attitude than anything else.
What’s a source of inspiration you return to constantly?
Street photography. I try to shoot every morning to get out of my head. But beyond that, folks who DIY stuff. People putting out music from their basement, or making beautiful short films on YouTube. In advertising, it’s easy to trick yourself into thinking impressive or important things can only be made with a lot of mone.
Name a non-advertising industry you learn from?
The obvious ones of course, film-making, photography, the arts. But beyond that, there’s so much to learn from everyone. Any client we have ever served—I take something from their industries. Any job a friend or a loved one does, same thing. Right now, they are constructing a new building across the street from our office and I find myself watching the crew all the time. They are super efficient and move in total alignment. Really cool to watch. It’s really sobering when you watch a construction crew build several floors of a building in the time we build a deck.
What’s the best podcast for smarter thinking?
Smarter? I don’t know. I like Comedy Bang Bang, to get silly and in an improv state of mind. Working It Out inspires my joke writing. I like Blank Check for film criticism and Into the Aether to hear about what’s new in video games.
Tell us about a recent project you’re proud of.
Our new work with Burger King: “There’s a New King, and It’s You.” It’s so much more than a marketing campaign—it’s a full brand commitment. It’s impressive to see how far they are willing to go for what they believe in.
What’s overrated in marketing right now?
I’ll answer this one by sharing one of my favorite pieces of writing from the last year or so: the D&AD manifesto created by Uncommon Creative Studio: “It was every person who wrote thought pieces instead of thinking.”
Your main strength as a creative person?
I know what I think very quickly and I am able to articulate it simply.
You’ve got 2 minutes with the industry… What’s your hot take?
Support and celebrate each other. It’s a miracle to make things. It is good for all of us when any agency does well, when any brand takes a creative chance. Gas people up. Cheer people on. Use your energy to teach and lead, not to stomp and yell. Also, go outside. It’s still nice out.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
