Shaughn McGurk

Shaughn McGurk

Creative Director

Work: There are two mantras that guide my approach to professional creativity. The first is, ‘Context, Content, Creativity’. I don’t believe in making design for design’s sake, it needs to be appropriate, meaningful and engaging as well as great to look at. The second is, ‘Have a great idea and craft it to perfection’. Technology makes it easy to achieve an ‘acceptably mediocre’ result. At Incorporate we aim much higher than that and we encourage our clients to as well.

On a practical, day-to-day level, I’m here to support, encourage and guide our experienced creative team to achieve their very best work. I also work with the management team to make sure we are asking the right questions of both ourselves and our clients: scoping engaging briefs that help lead to interesting solutions; pushing to achieve successful outcomes to projects from both a strategic and creative point of view.

Play: Outside of work I am, first and foremost, a happy husband and father to two amazing children – but when I’m not helping with homework or being a dad taxi – I love to ride motorcycles, play the drums, remodel houses and cook food from all edges of the Mediterranean. Apart from my family, the four things of which I am most proud are: being awarded a coveted place in the D&AD annual; driving an Italian Job Mini on the roof of the Fiat Building in Turin; having an album on iTunes and Spotify; and a best lap time of the Nürburgring Nordschliefe of 10 minutes and 14 seconds.