Hynes: Linden, Egg Films and wherever there is someone to laugh with.
Hynes: I direct commercials for Egg, make a mean gin and tonic, and in toddler circles I am best known as “Cooper’s mom.”
Hynes: Fun. Rewarding. Tough. Cool. Confusing to my bank manager at times.
Hynes: My son takes up 85% of this list. Then the other 15% mostly involves books, films, great conversations with good friends and a weird selection of music that makes my playlist the least likely to be loved on a road trip.
Hynes: The people. I get to work with incredible, funny, smart, amazing people, every day. I also work in the top 0.00008% of the world’s population that’s immune to Sunday night blues. I love what I do, so I am oblivious to the opening bars of the Carte Blanche theme tune. That and sarcasm are my super powers. What’s not to love?
Hynes: We could push for more time. More time to craft the ideas throughout the process gets you better results. It just does. We all stand by and admire Il Duomo di Firenze, but we forget that it took 200 years to be completed and was begun by a man who knew he would never live to see the construction completed. I am an instant-gratification junkie, but time is what really shows in every frame.
Hynes: It’s like the love child of the Loch Ness and the Abominable Snowman; it doesn’t exist. There are a lot of early mornings and nights so late they basically are mornings.
Hynes: My laptop. My phone. My brain. My over-developed people-watching skills. Good coffee. A sense of humour.
Hynes: Anyone who finds the courage to trust the process, whether it is the director trusting the creatives’ instincts, the client trusting the director to deliver, or everyone trusting in the strength of the idea. Where there is trust, there can be magic.
Hynes: My producer calls me Vegas because, for me, the first rule of making ads is to make them, and then to talk about them when people have seen them. I will say this: it’s a road-trip job for a very cool client.
Hynes: I have a personal aversion to buzzwords. I feel like they detract from the real stuff (Pokemon Go, obvs) that's going on. Phrases like "running things up flagpoles" and "sense checking" have never created better work; they can only create meetings. Every time there's a meeting that could have been an email an award-winning idea dies.
Hynes: Usually before 11am and wherever I am. I seldom have a pen.
Hynes: I can wear a spoon on my nose. I know: it’s tricky not to feel intimidated when you hear that.
Hynes: Option C.
Hynes: Recce [work scouting trip] pics. Pictures of my son. Recordings of my son singing me songs or telling me jokes. Memes. Weird songs for pitches searched on Shazam (hence the weird playlists). Lots of game apps that aren’t mine.
Hynes: If you can imagine doing anything else, do it. If you can’t, then get into it any way you can. Find the best people. Work with them. Learn from them. Stay humble. Be nice. No matter what happens, remember how lucky you are to do what you love. Be generous with your ideas and stingy with the phrase "it's never going to work."
Simple as that. Visit the Egg Films press office for more, watch Hynes’ show reel by clicking here, and follow her on Twitter.
*Interviewed by Leigh Andrews.
