Artistic workers: Paddy & Joe at TBWA London

In the next installment in our series of creative partnerships, we'll talk to the Paddy & Joe creative team about how real friendship and snacks have become an important part of the process

Traditionally, in a creative team or partnership that works at an advertising agency, one person is the art director and the other is in charge of the writing. Together they create an advertisement that is a perfect mix of words and images. Although work in the digital age has changed slightly to accommodate the various forms of our communication, there are still creative duos in the agency environment.

Paddy Paddison and Joe Moloney, AKA Paddy & Joe, are a creative team currently working at TBWA London. Together they have also worked with Fold7, BMB, NB Studio, Karmarama and many others. The duo first met in 2015 when they were both hired on a freelance project. “We were freelance for an agency called Naked. I had just heard about creative teams and I didn't know that partnering was such a big deal, ”says Moloney. “So on the second day I pretty much asked Pads if they wanted to mate and I said a lot of stupid jokes. To which I got a crazy look: "We don't even know each other, relax."

Paddison vividly remembers the jokes. “Joe was terribly hungover the first day so I thought he was a little crazy. Then he started joking and finally recovered, ”they say. “We were tricked into tweeting a Christmas campaign that we thought was a bit of nonsense. Nobody bothered with it. So we proactively started creating a lot of weird video content for their social networks, which made the campaign loads better. "

The guardian, room for campaign. All pictures: Paddy & Joe