The reel deal

Sydney-based broadcast designer tactic is responsible for the launch and re-brand of more channels than any other company in Australia, working alongside its sister-company music studio Plasma Sonic. CREATIVE speaks with business partners chief tactician Diana Costantini and Plasma owner Andy Wilson, who happen to share the same office, and bedroom space.


How did you get into the industry?

DI: My first job in telly was answering viewer complaints. I'd literally be bombarded with the most inane comments all day long. So no matter how happy the day started out, it was inevitable that I'd be eating a shit sandwich by COB.

ANDY: I went straight from school at aged 17 to the government broadcaster in NZ as an intern. I spent a lot of time in the deep end; figured out how to spot the sharks and how to swim.

Why did you want to work in the industry?

DI: I started in production, producing promos and really fell in love with motion graphics so I started working more in design, eventually becoming a creative director overseeing promos and design.

ANDY: Actually all I really wanted to do was play in an incredibly loud rock band, touring the world and meeting attractive young women for short periods of time, but audio seemed like a pretty cool sideline. As it's turned out they go together really well; music and audio that is.

When/where did you first meet? How did you start working together?

DI: We met in New Zealand. I worked for the main broadcasters, TVNZ and TV3 and we bumped into each other in a dark bar. We're still bumping into each other most days.

ANDY: Well, we were inebriated and it seemed like a good idea at the time - still is actually, 18 years later. Working together just evolved over time, and although it can be complicated we've worked out a dynamic that seems to really deliver for both of us individually and for the company.

Does the other person have any annoying habits?

DI: Being married as well as being business partners is always challenging because if Andy is critical of my concepts, I'm immediately sceptical about why. Has it got anything to do with the toothpaste being squeezed at the wrong end or does he really not like the idea? It's always difficult to forget about any creative disputes at the end of the day too. Plus we're probably harder on each other than we ever would be with anyone else.

ANDY: Diana is totally unable to close a cupboard or drawer after opening it; which is oddly what makes her a great brain-storm mediator.

Do you ever fight?

DI: Hell yes.

ANDY: Hell no.

How do you approach the task of collaborating jointly? Any tips on creative partnerships?

ANDY: We have a lot of discussions in motion actually, driving or walking. Maybe it's a metaphor for working together and getting to a mutually understood destination. We also edit each other's output, which I think is how a lot of great collaborators work. If you trust your partner's critique - as I think we do - you can utilise your respective strengths.

What are your respective strengths/weaknesses?

DI: He's the more diplomatic one by far. He's more business savvy and also quite the pragmatist so he's always looking out for the more literal take on creative. It's a pretty good balance because I lean towards the abstract.

ANDY: Di has fantastic intuition and a great eye - she doesn't miss a thing. Not only can she see what's the most attractive, but she understands how it works in the context of its application. I have a punter's eye and a pretty good ear.

What frustrates you about working in advertising?

DI: Pitching for free. We recently pitched for a job alongside 11 other companies. It's crazy really. We've been shortlisted with two others and waiting to hear the outcome. I believe a minimal fee is important. Whilst it may not cover our costs, it'll discourage people from asking 11 people to pitch. It also shows respect for the design process and that's important too.

ANDY: Too many chefs can be difficult.

Career highlights?

DI: Being poached to work in New York as a creative director producing channels for distribution in Japan. Also, we recently won a bloody rigorous pitch to launch a new channel in India. It's been an enormously challenging job but the product is beautiful and I'm immensely proud of the tactic team for doing such a sterling job.

ANDY: Getting World Gold Promaxs for Sound Design and Music on the same job. (Movie Network Channels). And working with my team. It really is like jamming sometimes and it's extremely rewarding for me.

How do you stay sane?

DI: Quite insane actually.

ANDY: I hurl myself semi-naked into freezing water, preferably in the dark. Seems to have the same effect on me as Disc Warrior has on my laptop.