Hugo Bone of AML on Channeling Emotions

Accepting limitations is a key to success

With 20 years of experience, Hugo is currently executive creative director at London advertising agency AML. Other stints include The Gate, VCCP and BBH.

We spent two minutes with Hugo to learn more about his background, his creative inspirations and recent work he’s admired. 

Hugo, tell us …

Where you grew up, and where you live now.

I grew up in West London and still live here. My mum grew up in Barbados and lives in the south of France. I think I’ve made some bad choices.

How you first realized you were creative.

I’ve never been able to draw, but a friend at school showed me an easy way to illustrate faces. So, I created loads of characters and wrote comics: “The amazing adventures of Neil.” So many names to choose from. And I chose Neil.

A person you idolized creatively early on.

Howard Jones. Eighties electro pop. Loved his sound and melodies. I even made a pottery mug with his name emblazoned on it. My parents still have it. They must be proud.

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

Mr. Burns telling me he thought I was “very good” at Spanish. That made me feel OK with being terrible at other subjects. It was a great life lesson. Accepting your limitations in some areas can help you flourish in others.

A visual artist or band/musician you admire.

I admire Raye enormously. All those Brit awards—the biggest one-night haul in history. I’m not a fan of her music, as it happens. But I love the way she took ownership of her work and got it into the world. That kind of creative force is unstoppable.

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

I heard a podcast with Mark Ritson talking about the Cadbury chocolate campaign in the U.K. In his view, the unique position they take on “generosity” could last 100 years. I’m a sucker for long-term effectiveness, so it was right up my alley.

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

“The Bolt Family” for Virgin Media in the U.K. We already had Usain Bolt as a brand messenger, symbolizing super-fast broadband speed. The brief was to use him to show that their broadband was fast enough for the whole family to use simultaneously. So, we turned him into every member of his extended family. Including his fictional girlfriend, in a floral dress.

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A recent project you’re proud of. 

“HER Disease” for Heart Research U.K. Coronary heart disease kills a staggering 23,000 women in the U.K. every year, but worryingly few women are aware that it affects them. This pro-bono campaign sought to change that, with hard-hitting work that reframed the condition by turning “heart disease” into “HER Disease.” It saved lives. That felt good.

Someone else’s work that inspired you years ago. 

Tom Geens. Belgian art director-turned-filmmaker. He worked in advertising during the week and made absolutely bonkers short films on the weekend. I was so impressed at his drive—it’s far easier to not make short films on the weekend. But he did, so I made one too. It won stuff. Yay!

Someone else’s work you admired lately. 

Uncommon’s “A British Original” campaign for British Airways. I love that work because it conjures up hundreds of authentic travel memories without showing a single image. So bold, so fresh, so clever.

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Your main strength as a creative person.

An abundance of emotion. I think you need that to craft the most emotive work. Which is important. Because the most emotive work is usually the most effective work. It’s also critical when selling work to clients. The more you believe it and care, the more likely you are to get people to buy into it.

Your biggest weakness.

An abundance of emotion. I wear my heart on my sleeve at all times.

A mentor who helped you navigate the industry.

Paul Wright. No idea where he is now. I would write “funny” all-staff emails. I remember him pulling me to one side and saying “Hugo, why aren’t you a copywriter?” So I became a copywriter. Thanks, Paul.

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

Minority groups are massively underrepresented in the U.K. advertising industry. So, I’ve done a bit of mentoring with aspiring creatives from diverse backgrounds. Not enough though.

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

Dreaming of a different life in Barbados.