Tassy’s, one of the most experienced members of the DPR&Co team, having witnessed the company developing, evolving and transforming over the past decade and a half. His journey is a testament to both his personal growth and the shifting landscape of the creative industry. Having joined us as a designer in what was then a small team, he now holds an integral role within the group, having witnessed first-hand the seismic changes in digital media and marketing.
To celebrate Tassy’s 15 years with DPR&Co, we have captured his reflections on the memorable (and unique) moments in his journey and insights into the future of creative work.
Let’s talk about your first day at DPR&Co. Do you remember what that was like?
I do, I remember waiting nervously in the foyer for someone to come and get me. At the time, the team was small, sharing a tight office space that left little room for privacy. It was so compact that any conversation was shared with the entire room.
What was your original position when you started at DPR&Co?
When I first started, my role was primarily focused on design. However, being part of a small team meant I had to take on multiple responsibilities. Beyond design, I found myself managing the studio and even handling IT tasks. It was a bit of everything! While my focus remained on design and finished art, I had to juggle various roles to ensure everything ran seamlessly.
Given how much the company has evolved, did you ever expect to still be here 15 years later?
Honestly, no. But it’s amazing that, despite the fact I’ve been here that long, it feels like I’ve worked at different companies. When I first started, we were called Accelerator, and it was a very small team. We outgrew that space and the company expanded. We moved to Richmond, and transformed to DPR&Co.
In your 15 years at DPR&Co, what do you think has been the most significant change in the creative industry?
The biggest change has been the shift from print to digital. When I started, a lot of the campaigns were print-heavy, with a small digital component. Now, the reverse is true and the majority of our work is digital.
How do you see the creative industry evolving, especially with the rise of AI?
While AI will change the way we work, I don’t believe it will replace people. It will certainly alter the type of work we do. Things will become more imaginative, and we’ll see higher quality results in shorter timeframes. I believe that human creativity will remain the core of the industry. AI can mimic creativity, but it will never fully replicate the depth and creativity of human thought. AI will enhance the process, but the original ideas will always come from humans.
Do you have any unique hidden talents that people should know about—or might not want to know?
I can do the moonwalk, and I could spin on my head, breakdance-style. When I spun on my head, I was a beanpole — I wouldn’t try it now in case I gave myself an injury.
Lastly, a short reflection on the people in the industry which you have encountered?
15 years has seen a lot of changes in the industry and I’ve worked with a lot of great people along the way. The one constant I would say is the family-friendly environment of this agency, and that comes from the directors. There’s a lot of care shown to staff – it comes across as an understanding that we’re all human and we all have rich lives outside the agency that needs care too.
Tassy, thank you so much for sharing your experiences and insights. It’s been a pleasure talking to you.