CB Spotlight on HERO’s Bec McCall: For the love of discovery, design, dirt bikes and dogs

Campaign Brief recently caught up with Bec McCall, who joined HERO earlier this year as Group Creative Director, to discuss why Brissie is booming and dogs are furry hits of dopamine.

You have a brilliant creative record and now strong creative ambitions for HERO, what opportunities are there to break new ground in Brisbane?

Bec McCall: Brisbane’s at an exciting turning point. The city is evolving and we’re attracting all kinds of new opportunities as we gear up for global moments like the Olympics. Nationally, HERO has done some truly groundbreaking work and it feels like the perfect time to amplify Brisbane’s creative voice beyond our local borders. There’s fresh energy in the air and I’m pumped to partner with legendary clients who want to create campaigns that connect and cut-through, straight outta Brisbane.

You’ve picked up a lot of trophies throughout your career, how important are awards for creativity?

BM: Awards are a by-product of great work, not the goal. If you can give people a cheeky laugh or make them stop and think, you’ve tapped into something real and that’s what I strive for as a creative leader – work that’s designed to connect and be remembered. And while I’ll never create just for the cabinet, I’m proud that HERO was the top Australian agency at the New York Festivals this year, and won Maybelline its first ever Cannes Lion. To me, that’s proof that when you focus on building something special with the clients you’re working with, the accolades follow naturally.

How does your passion for design and brand identity influence your work?

BM: Heavily. When you get the visuals right, they grab attention, naturally sparking curiosity to explore a little further. Having a background in art direction has taught me that instead of beginning with design and how something ‘looks’, I start with how it should ‘feel’. This ‘design thinking’ mindset means that each element is intentional and grounded in purposeful decisions with the audience in mind, resulting in a more effective piece of communication.

Your agency promise is to turn brands into heroes, who’s your hero?

BM: I can’t say I have a single hero who comes to mind. I’m inspired by people and brands who are unapologetically themselves, challenge outdated norms, stand up for others, and fearlessly push creative boundaries.

You’ve mentioned being inspired by those who challenge the status quo. How does that influence your work?

BM: I think it’s really important to move beyond one-dimensional representations. Instead of defaulting to the familiar, I try to make room for the diverse voices, perspectives, and stories that give Australia its character. Advertising is part of the cultural landscape, and by keeping these things top of mind we can help (in some small way) to shape a fairer, more representative landscape.

You’re an accomplished muso, a gamer and love motorbikes, how do these passions inform your creative choices?

BM: I think most of my interests are driven by a love of discovery, feeling free, and just letting my imagination go places. I’ve played in bands for as long as I can remember, which, besides giving me some epic hangovers and wild stories, has really shown me the power of collaboration. I try to capture that same energy and vibe in my work. If you create a space where different ways of thinking and creativity can thrive, you’ll end up with something awesome.

I think we can all agree dogs are awesome and you admit you’re low-key obsessed with your dogs Koda and Max, would our work and our industry be better if dogs could be creatives too?

BM: I mean, dogs are basically furry hits of dopamine, so how could it not be better? They live in the moment, are up for literally anything and remind us to not take life too seriously – all pretty good qualities to have. Not to mention the snack game would be stepped up significantly.