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Nils Leonard is a British advertising creative director, designer, entrepreneur, and founder of Uncommon Creative Studio. He is widely recognized as one of the most influential figures in contemporary advertising, having been named the "Most Creative Person in Advertising" globally by ''Business Insider''<ref name="drum2023">{{cite web |last1=Houston |first1=Amy |title=My Creative Career: Nils Leonard, founder of Uncommon |url=https://www.thedrum.com/news/2023/04/12/my-creative-career-nils-leonard-founder-uncommon |publisher=The Drum |access-date=3 September 2025}}</ref> and included in ''Ad Age'''s Creativity 50.<ref name="adage2015">{{cite web |last1=Jardine |first1=Alexandra |title=Creativity 50 2015: Nils Leonard |url=https://adage.com/article/special-report-creativity-50-2015/creativity-50-2015-nils-leonard/301762/ |publisher=Ad Age |date=21 December 2015 |access-date=3 September 2025}}</ref> Leonard is known for creating award-winning campaigns that transcend traditional advertising boundaries, including the Cannes Lions Grand Prix-winning Volvo "Life Paint" campaign<ref name="dandad2016">{{cite web |title=LifePaint - Grey London - Volvo - D&AD Awards 2016 Pencil Winner |url=https://www.dandad.org/awards/professional/2016/art-direction/25602/lifepaint/ |publisher=D&AD |access-date=3 September 2025}}</ref> and ITV's "Get Britain Talking" mental health initiative.<ref name="drum2023" />
In 2023, Leonard achieved a record-breaking exit when Havas acquired Uncommon Creative Studio in what industry observers described as one of the largest creative agency acquisitions in recent history, cementing his position as one of the most successful creative entrepreneurs of his generation.<ref name="havas2023">{{cite web |title=Havas Takes Majority Stake in Creative Agency Uncommon |url=https://www.wsj.com/articles/havas-takes-majority-stake-in-creative-agency-uncommon-b301aca1 |publisher=The Wall Street Journal |year=2023 |access-date=3 September 2025}}</ref>
While his early career and rise to prominence were rooted in the advertising industry, Leonard is now regarded as a driving force in multidisciplinary creativity. His work increasingly spans sectors such as design, architecture, fashion, and editorial β reflecting a broader cultural impact beyond commercial marketing.
== Early life and education ==
Nils Leonard grew up in Wealdstone, north-west London, in what he has described as challenging circumstances.<ref name="drum2023" /> His father was a tattoo artist and his mother was a teacher, creating a household environment filled with creativity, musical instruments, and artistic expression, though Leonard notes that "no one really called it that" at the time.<ref name="drum2023" /> The home was decorated with tattoo flash art and musical instruments, fostering an early appreciation for visual and creative arts.
During his school years, Leonard struggled academically, describing the experience as "a bit of a shitshow" and noting that art and English were "the only things I was good at".<ref name="drum2023" /> The difficult circumstances of his childhood instilled in him two driving ambitions: to "get the fuck out of there" and to pursue work that he genuinely loved.<ref name="drum2023" /> This drive, which he attributes to his parents' influence, would later shape his unconventional approach to the advertising industry.
Initially aspiring to be an artist, Leonard was deterred by concerns about financial viability in the arts. He developed what he calls a "fictional story that advertising was like the slutty version of art," inspired by the high-quality fragrance commercials he saw in cinemas during the 1990s.<ref name="drum2023" />
== Career ==
=== Early career ===
==== Ammirati Puris Lintas (1990s) ====
Leonard's entry into the advertising industry began unconventionally when he visited a job center and specifically requested work in advertisingβa request the staff had reportedly never heard before.<ref name="drum2023" /> This led to his first position as a junior runner in the production department at Ammirati Puris Lintas, a prominent agency he describes as a "big, shiny 90s agency".<ref name="drum2023" /> Demonstrating his eagerness, Leonard arrived two and a half hours early for his interview and secured the position.
During his four-year tenure at Ammirati Puris Lintas, Leonard was mentored by Simon Fairweather, an industry veteran renowned for his print campaigns for luxury watch brand Rolex.<ref name="drum2023" /> Fairweather's influence extended far beyond creative guidance, as Leonard recalls: "He didn't just show me design, he showed me life. He showed me how to go to a restaurant and order food, how to behave in a meeting, how to dress for work".<ref name="drum2023" />
Leonard progressed from runner to junior in the design department, where he developed a particular expertise in typography.<ref name="drum2023" /> During this period, Leonard found a creative hero in Richard Paul Lohse, the Swiss artist known for his colorfully imagined graphics.<ref name="drum2023" />
==== Career progression ====
Following his foundational years at Ammirati Puris Lintas, Leonard's career trajectory took him through several of London's most prestigious advertising agencies, including TBWA and AMV BBDO.<ref name="drum2023" /> Leonard's approach to advertising was shaped by a formative experience at a creative festival in Germany, where he encountered blank gravestones on fly posters with someone having scrawled "content solutions" on one of them.<ref name="drum2023" />
=== Grey London (2010s) ===
Leonard's most significant pre-Uncommon role came as Chairman and Chief Creative Officer of Grey London,<ref name="oneclub">{{cite web |title=Nils Leonard - Uncommon - The One Club for Creativity |url=https://www.oneclub.org/awards/theoneshow/-judge/5698/nils-leonard |publisher=The One Club |access-date=3 September 2025}}</ref> where he would oversee what many consider the most transformative period in the agency's history. Under his creative leadership, Grey London experienced unprecedented success, achieving what Leonard describes as "the most profitable and awarded years in the agency's 52 years history".<ref name="oneclub" />
==== Volvo "Life Paint" campaign ====
Leonard's tenure at Grey London is perhaps best remembered for the groundbreaking Volvo "Life Paint" campaign in 2015.<ref name="adage2015" /><ref name="medium2015">{{cite web |title=Grey London & Volvo Protect Cyclists with Creation of 'LifePaint' |url=https://medium.com/@GreyLondon/grey...lists-with-creation-of-lifepaint-b1c96701c42e |publisher=Medium |date=27 March 2015 |access-date=3 September 2025}}</ref><ref name="dezeen2015">{{cite web |title=Volvo's reflective LifePaint makes cyclists more visible |url=https://www.dezeen.com/2015/03/30/v...bikes-high-visibility-objects-cycling-safety/ |publisher=Dezeen |date=30 March 2015 |access-date=3 September 2025}}</ref> The campaign centered around the development of an actual product: an invisible reflective spray paint designed to enhance cyclist safety by making them more visible to drivers at night.<ref name="medium2015" /><ref name="dezeen2015" />
As Leonard explained the philosophy behind the campaign: "Our job isn't just to advertise our clients, it's to help them make a positive impact on culture. With the creation of LifePaint, we've turned Volvo safety inside out".<ref name="medium2015" /> The campaign achieved remarkable success, winning two Cannes Lions Grand Prix awards in 2015<ref name="adage2015" /><ref name="dandad2016" /> and establishing Leonard as one of the industry's most innovative creative leaders.
The campaign received widespread media coverage, including features in ''Dezeen''<ref name="dezeen2015" /> and other design publications, highlighting its innovative approach to both product development and social impact. However, the campaign's success was later complicated when the Advertising Standards Authority (ASA) banned certain aspects of the advertising,<ref name="drum2023" /> though this controversy only served to increase the campaign's cultural impact.
==== British Heart Foundation campaigns ====
Leonard's work with the British Heart Foundation at Grey London demonstrated his ability to combine entertainment with serious social messaging. The "Angina Monologues" campaign, created in collaboration with advertising legend Vicki Maguire, took the form of a comedy show starring prominent British comedians Katy Brand, Victoria Wood, and Jo Brand.<ref name="drum2023" />
Building on this success, Leonard later developed the "Hard and Fast" campaign featuring former footballer and actor Vinnie Jones.<ref name="bbc2011">{{cite web |title=Hands-only CPR: Stayin' Alive |url=https://www.bbc.co.uk/news/health-16222183 |publisher=BBC News |date=16 December 2011 |access-date=3 September 2025}}</ref> This CPR education campaign achieved both critical acclaim and measurable real-world impact, with recognition from Cannes Lions, British Arrow Awards, D&AD, IPA Effectiveness Awards, and The One Show.<ref name="drum2023" /><ref name="bbc2011" /> More importantly, the campaign received testimonials from A&E departments reporting that lives had been saved by people who learned CPR techniques from the campaign.<ref name="drum2023" /><ref name="bbc2011" />
==== Industry recognition and transformation ====
During Leonard's leadership, Grey London underwent a complete creative transformation. In 2015 alone, the agency won two Grand Prix at Cannes Lions, Leonard was voted into ''Ad Age'''s Creativity 50, and he was named Most Creative Person in Advertising by ''Business Insider''.<ref name="muse2025">{{cite web |title=Nils Leonard of Uncommon on Why Creativity Is the Last Great Industry |url=https://musebyclios.com/2-minutes-w...on-why-creativity-is-the-last-great-industry/ |publisher=Muse by Clio |date=13 March 2025 |access-date=3 September 2025}}</ref> The agency also received significant recognition with awards across D&AD, Drum, and One Show Awards.<ref name="muse2025" />
=== Uncommon Creative Studio ===
==== Founding and philosophy ====
In 2017, Leonard made the bold decision to leave Grey London at the height of his success, departing alongside CEO Lucy Jameson and Managing Director Natalie Graeme in what industry publication ''The Drum'' described as a move that "shocked the industry".<ref name="drum2016">{{cite web |title=Grey London hit by slew of senior departures as Nils Leonard, Lucy Jameson and Natalie Graeme resign |url=https://www.thedrum.com/news/2016/0...-nils-leonard-lucy-jameson-and-natalie-graeme |publisher=The Drum |date=28 June 2016 |access-date=3 September 2025}}</ref> The trio's simultaneous resignation from Grey London signaled their intention to establish something fundamentally different in the advertising landscape.
The founding of Uncommon Creative Studio represented Leonard's vision of creating "a studio that matters in the world" and building "brands that people in the real world actually wish existed".<ref name="uncommon">{{cite web |title=Uncommon Creative Studio |url=https://www.uncommon.studio/ |publisher=Uncommon |access-date=3 September 2025}}</ref> The inspiration for Uncommon's approach came partly from a client pitch at Grey London where Leonard was asked how to create a brand that people wished existed.<ref name="drum2023" />
Leonard's vision for Uncommon was explicitly anti-traditional in its rejection of what he saw as the industry's tendency toward invisibility: "I was sick of being this kind of invisible advisor to clients. We're better than that. We've forgotten to sell or market the thing that's the most powerful, which is our creativity".<ref name="drum2023" />
==== Business model and growth ====
Uncommon Creative Studio was established as a creative studio that spans multiple disciplines, including advertising, design, live events, entertainment, ventures, fashion, and impact & advocacy.<ref name="muse2025" /> The studio achieved remarkable growth, becoming what industry observers have described as "Europe's fastest growing creative start up of its generation/in advertising history".<ref name="dandad">{{cite web |title=Nils Leonard - United Kingdom - D&AD Member Profile |url=https://www.dandad.org/profiles/person/529909/nils-leonard/ |publisher=D&AD |access-date=3 September 2025}}</ref>
Notably, Uncommon is the only majority female-founded startup of their size in the European advertising industry.<ref name="dandad" /> The studio's success culminated in 2023 when Havas acquired Uncommon in a record-breaking deal that represented one of the largest creative agency acquisitions in recent history.<ref name="havas2023" />
The studio's success has been recognized through numerous industry accolades, including being named to ''Fast Company'''s Most Innovative Companies in Advertising & Marketing for both 2024 and 2025.<ref name="dandad" />
== Major campaigns and client work ==
=== ITV "Get Britain Talking" ===
Perhaps one of Uncommon's largest and most significant campaign achievements for the UK has been the creation and ongoing development of ITV's "Get Britain Talking" mental health awareness campaign.<ref name="drum2023" /> The campaign's most memorable moment came when Uncommon convinced ITV to stop national television programming for two minutes during a Saturday night broadcast of ''Britain's Got Talent'', reaching approximately 15 million viewers.<ref name="drum2023" />
The "Get Britain Talking" campaign has evolved into what Leonard proudly calls "the most recognized mental health campaign in the country".<ref name="drum2023" /> Spanning five years and continuing through the COVID-19 pandemic, the campaign has demonstrated the power of sustained creative commitment to social causes.
=== H&M "One/Second/Suit" ===
The H&M "One/Second/Suit" campaign exemplifies Uncommon's approach to creating work that addresses real social issues while serving commercial objectives.<ref name="creativereview">{{cite web |title=H&M: One/Second/Suit campaign |url=https://www.creativereview.co.uk/hm-one-second-suit-campaign/ |publisher=Creative Review |access-date=3 September 2025}}</ref><ref name="dandad2022">{{cite web |title=ONE/SECOND/SUIT - D&AD Awards 2022 Pencil Winner - Retail |url=https://www.dandad.org/awards/professional/2022/235661/onesecondsuit/ |publisher=D&AD |access-date=3 September 2025}}</ref><ref name="forbes2021">{{cite web |last1=Ferere |first1=Cassell |title=One/Second/Suit: H&M Launches First-Ever Rental Service In The US As A Sustainable Alternative |url=https://www.forbes.com/sites/cassel...rvice-in-the-us-as-a-sustainable-alternative/ |publisher=Forbes |date=13 May 2021 |access-date=3 September 2025}}</ref> Launched during the unemployment crisis that emerged during the COVID-19 pandemic, the campaign was built on the insight that first impressions in job interviews happen within one second.<ref name="creativereview" /><ref name="forbes2021" />
The campaign offered free 24-hour suit rental to anyone with an upcoming job interview, running in both the UK and US markets.<ref name="creativereview" /><ref name="forbes2021" /> The initiative won a Bronze Cannes Lions award and a D&AD Pencil,<ref name="dandad2022" /> and was featured in ''Forbes'' as a sustainable alternative to traditional retail.<ref name="forbes2021" />
=== British Airways "A British Original" ===
Uncommon's work with British Airways has produced multiple award-winning campaigns under the "A British Original" umbrella.<ref name="drum2024">{{cite web |title=British Airways' outdoor ads capture passengers' faces at 35000ft |url=https://www.thedrum.com/news/2024/0...outdoor-ads-capture-passenger-s-faces-35000ft |publisher=The Drum |date=28 March 2024 |access-date=3 September 2025}}</ref> The "Windows" campaign featured outdoor advertisements showing passengers and crew members looking out of aircraft windows.<ref name="drum2024" /> The "Purpose of Your Visit" campaign achieved recognition, winning a Cannes Lions Grand Prix.<ref name="drum2024" />
The studio also created a viral in-flight safety video for British Airways that garnered over half a million online views, demonstrating Leonard's ability to create content that transcends traditional advertising boundaries.<ref name="guardian2024">{{cite web |title=The British Airways safety video: why have half a million people watched it online? |url=https://www.theguardian.com/busines...-have-half-a-million-people-watched-it-online |publisher=The Guardian |date=29 July 2024 |access-date=3 September 2025}}</ref>
=== EA Sports FC global rebrand ===
Uncommon's work on the EA Sports FC global rebrand has been described by the BBC as "the biggest entertainment rebrand in history".<ref name="drum2023" /> The project involved creating an all-encompassing new global positioning and brand platform spanning every brand touchpoint.
=== Chelsea FC visual identity rebrand ===
Uncommon undertook the controversial rebranding of Chelsea Football Club, creating divisive work that claimed "LDN" (London) for the club.<ref name="creativereview2">{{cite web |title=Chelsea FC's new visual identity and home kit campaign |url=https://www.creativereview.co.uk/chelsea-fc-new-visual-identity-home-kit-campaign/ |publisher=Creative Review |access-date=3 September 2025}}</ref> The rebrand included a new visual identity and home kit campaign that sparked significant debate within football culture and design communities, demonstrating Leonard's willingness to tackle high-profile, culturally sensitive projects.<ref name="creativereview2" />
=== Instagram "Anyway" campaign ===
Leonard and Uncommon developed and launched what has been described as the biggest brand campaign in Instagram's platform history.<ref name="hypebeast2025">{{cite web |title=Instagram Launches New Brand Campaign with RosalΓa, Clint419, Tyler, The Creator & More |url=https://hypebeast.com/2025/6/instag...ign-rosalia-clint419-tyler-the-creator-anyway |publisher=Hypebeast |date=June 2025 |access-date=3 September 2025}}</ref><ref name="forbes2025">{{cite web |last1=Taylor |first1=Charles R. |title=Instagram's 'Anyway' Campaign Focuses On Inspiring Creators |url=https://www.forbes.com/sites/charle...nyway-campaign-focuses-on-inspiring-creators/ |publisher=Forbes |date=13 June 2025 |access-date=3 September 2025}}</ref> The "Anyway" campaign featured prominent artists including Tyler The Creator, RosalΓa, and many others, cementing Instagram's position as a modern home for creativity.<ref name="hypebeast2025" /><ref name="forbes2025" /> The campaign was recognized by both ''Hypebeast'' and ''Forbes'' for its cultural impact and innovative approach to platform branding.<ref name="hypebeast2025" /><ref name="forbes2025" />
== Creative philosophy and industry influence ==
=== "The Death of Advertising" ===
Leonard has become a prominent voice in industry discussions about the future of advertising, most notably through his provocative thesis on "the death of advertising".<ref name="drum2023b">{{cite web |title=Is advertising dead? Uncommon's Nils Leonard thinks so |url=https://www.thedrum.com/opinion/2023/06/08/advertising-dead-uncommon-s-nils-leonard-thinks-so |publisher=The Drum |date=8 June 2023 |access-date=3 September 2025}}</ref> His position, as articulated in ''The Drum'' and other industry publications, is that "Advertising is dead. Long live creativity".<ref name="drum2023b" />
Leonard's critique of the industry extends to what he sees as an over-reliance on "content solutions" and a tendency toward creative mediocrity.<ref name="drum2023" /> He advocates for a more entrepreneurial approach to creativity, encouraging creative professionals to "make yourself famous on your own, try to not need others to be impactful in the world".<ref name="drum2023" />
=== Cultural commentary and thought leadership ===
Leonard's influence extends beyond advertising into broader cultural commentary. His 2014 article "Why the Perfect Modern Creative Is Fierce, Fearless and Female" became a viral sensation in ''Adweek'', with industry legend Cindy Gallop reading it aloud to massive praise, though it also proved equally divisive and hotly debated.<ref name="adweek2014">{{cite web |last1=Leonard |first1=Nils |title=Why the Perfect Modern Creative Is Fierce, Fearless and Female |url=https://www.adweek.com/brand-market...n-creative-fierce-fearless-and-female-160473/ |publisher=Adweek |year=2014 |access-date=3 September 2025}}</ref> The piece demonstrated Leonard's willingness to challenge industry conventions and advocate for diversity and inclusion.
Leonard has also written about art and culture, including a notable piece about Yves Klein and International Klein Blue for ''Campaign'',<ref name="campaign2018">{{cite web |last1=Leonard |first1=Nils |title=Culture: Nils Leonard on International Klein Blue |url=https://www.campaignlive.co.uk/article/culture-nils-leonard-international-klein-blue/1587064 |publisher=Campaign |date=19 March 2018 |access-date=3 September 2025}}</ref> showcasing his broader intellectual interests beyond advertising.
=== Mentorship and industry leadership ===
Throughout his career, Leonard has emphasized the importance of mentorship and creative leadership.<ref name="youtube2025">{{cite web |title=Nils Leonard reflects on what building Uncommon creative studio taught him |url=
|publisher=YouTube |date=28 May 2025 |access-date=3 September 2025}}</ref> He regularly speaks at industry events and festivals, including D&AD Festival, where his "Precipice" talk in 2025 reflected on the lessons learned from building Uncommon Creative Studio.<ref name="youtube2025" />
Leonard's approach to creative leadership emphasizes the importance of removing fear from the creative process and encouraging teams to "think bigger than the brief".<ref name="youtube2025" /> His leadership philosophy extends to his belief in the power of sustained creative commitment.<ref name="drum2023" />
== Industry recognition and jury service ==
Leonard's influence extends beyond his creative work to his role in shaping industry standards through jury service at major advertising awards. He has served as jury president for multiple prestigious awards programs, including the Cannes Lions Industry Craft category in 2022,<ref name="lbb2022">{{cite web |title=Uncommon's Nils Leonard Named Cannes Lions Industry Craft President |url=https://lbbonline.com/news/uncommons-nils-leonard-named-cannes-lions-industry-craft-president |publisher=LBB Online |date=10 February 2022 |access-date=3 September 2025}}</ref> the D&AD Awards Writing for Advertising category in 2024,<ref name="famous2024">{{cite web |title=The Famous Q&A ~ with Nils Leonard |url=https://www.famouscampaigns.com/2024/05/the-famous-qa-with-nils-leonard/ |publisher=Famous Campaigns |date=21 May 2024 |access-date=3 September 2025}}</ref> and the AWARD Awards in Australia in 2025.<ref name="campaignbrief2025">{{cite web |title=Nils Leonard, acclaimed co-founder of Uncommon Creative Studio, appointed jury president of the 46th AWARD Awards |url=https://campaignbrief.com/nils-leon...nted-jury-president-of-the-46th-award-awards/ |publisher=Campaign Brief |date=3 March 2025 |access-date=3 September 2025}}</ref>
== Awards and recognition ==
Leonard has received numerous individual honors, including being named to ''Ad Age'''s Creativity 50 in 2015<ref name="adage2015" /> and being called the "Most Creative Person in Advertising" globally by ''Business Insider''.<ref name="drum2023" /> He has also been included in ''Adweek'''s Creativity 100<ref name="oneclub" /> and serves on the D&AD Board of Trustees.<ref name="dandad" />
His creative work has been recognized at major international advertising awards programs, including multiple Cannes Lions Grand Prix awards for campaigns such as Volvo "Life Paint"<ref name="adage2015" /><ref name="dandad2016" /> and British Airways "Purpose of Your Visit".<ref name="drum2024" /> Other notable recognition includes D&AD Yellow Pencils,<ref name="dandad2022" /> The One Show Gold awards,<ref name="oneclub" /> and British Arrow Awards.<ref name="drum2023" />
Under Leonard's creative leadership, both Grey London and Uncommon Creative Studio have received significant institutional recognition. Grey London was named Most Awarded Agency at D&AD during his tenure,<ref name="adage2015" /> while Uncommon has been recognized by ''Fast Company'' as one of the Most Innovative Companies in Advertising & Marketing<ref name="dandad" /> and named Campaign US Agency of the Year in 2025.<ref name="dandad" />
== Beyond advertising ==
=== Film and entertainment ===
Leonard's creative ambitions extend beyond traditional advertising into film and entertainment production. Through Uncommon, he has produced multiple feature-length films, including a documentary about musician Nick Cave titled "This Much I Know to Be True," which premiered at prestigious film festivals including Berlinale and SXSW.<ref name="drum2023" />
Uncommon's film production arm has continued to develop an extensive portfolio of projects, with "In Camera" by Naqquash being selected for the BFI London Film Festival's Best First Feature category, and "The Thing with Feathers," which premiered at Sundance 2025 and stars Benedict Cumberbatch.<ref name="drum2023" /> Other notable productions include several additional feature films and documentaries that have gained recognition at international film festivals, demonstrating Leonard's commitment to storytelling across multiple mediums and his ability to attract high-profile talent to Uncommon's entertainment ventures.
=== Architecture and design collaborations ===
Leonard has also ventured into architecture and design through collaborations with renowned architect Thomas Heatherwick.<ref name="drum2023" /> The "Unlandmarks" initiative represents a co-creation between Uncommon and Heatherwick's studio, exploring the intersection of advertising creativity and architectural innovation.<ref name="contagious2023">{{cite web |title=Nils Leonard and Thomas Heatherwick in Conversation |url=https://www.contagious.com/news-and-views/in-conversation-nils-leonard |publisher=Contagious |year=2023 |access-date=3 September 2025}}</ref> Their collaborative approach has been documented in an in-depth interview for ''Contagious Magazine'', where Leonard and Heatherwick discussed their shared vision for creative innovation across disciplines.<ref name="contagious2023" />
Additionally, Leonard has worked on sustainable design projects such as the "Ecover Rewear Chair," which was designed to ask questions about sustainable living and washing practices.<ref name="drum2023" /> The chair project exemplifies Leonard's approach to using design as a vehicle for environmental advocacy, challenging consumers to reconsider their relationship with consumption and sustainability. These projects demonstrate his commitment to using creativity to address environmental and social issues beyond the traditional scope of advertising.
=== Print and editorial work ===
Leonard's influence extends into print and editorial design through his work with publications such as ''Contagious Magazine'', where he served as the first-ever guest editor,<ref name="contagious">{{cite web |title=Nils Leonard is Contagious' first-ever guest editor |url=https://www.contagious.com/news-and-views/nils-leonard-is-contagious-first-ever-guest-editor |publisher=Contagious |access-date=3 September 2025}}</ref> and ''Port Magazine'', where Uncommon Studio redesigned the publication to award-winning effect.<ref name="drum2023" />
The magazine work reflects Leonard's typography background and his belief in the power of design to create cultural conversation. Design Director Matt Curtis was shortlisted for "Art Director of the Year" for his creative direction of ''Port Magazine'', and the publication became a Magazine of the Year finalist at the SPD Awards.<ref name="drum2023" />
=== Ventures and fashion ===
Leonard has expanded Uncommon's reach into ventures and fashion, working with brands to create innovative approaches to retail and consumer engagement. The studio's work spans traditional advertising into product development, retail innovation, and sustainable fashion initiatives.<ref name="drum2023" />
=== Impact and advocacy ===
Through Uncommon's impact and advocacy work, Leonard has demonstrated his commitment to using creativity for social good. The studio's campaigns often address serious social issues, from mental health awareness to employment support, reflecting Leonard's belief that advertising should create positive cultural impact.<ref name="drum2023" />
== Personal life ==
Leonard is married to Charlotte Leonard, a novelist whose debut book ''Afterwards'' was published by Simon & Schuster in April 2022. They have three sons: Jack, Finn, and Noah.
He is based in London and continues to be actively involved in industry mentorship and education.<ref name="drum2023" />
== Legacy and impact ==
Nils Leonard's impact on the advertising industry extends far beyond his individual campaigns and awards. He has fundamentally challenged how the industry thinks about the role of creativity in business and culture, advocating for work that creates genuine social impact rather than simply serving commercial objectives.<ref name="drum2023b" />
His influence can be seen in the growing emphasis on purpose-driven advertising and the increasing expectation that brands should contribute positively to society. Leonard's entrepreneurial approach to creativity has also influenced how creative professionals think about their careers and the potential for advertising to create cultural change.<ref name="drum2023" />
The record-breaking acquisition of Uncommon by Havas demonstrated the commercial viability of Leonard's vision, proving that purpose-driven creativity can achieve both cultural impact and significant business success.<ref name="havas2023" />
== References ==
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Nils Leonard is a British advertising creative director, designer, entrepreneur, and founder of Uncommon Creative Studio. He is widely recognized as one of the most influential figures in contemporary advertising, having been named the "Most Creative Person in Advertising" globally by ''Business Insider''<ref name="drum2023">{{cite web |last1=Houston |first1=Amy |title=My Creative Career: Nils Leonard, founder of Uncommon |url=https://www.thedrum.com/news/2023/04/12/my-creative-career-nils-leonard-founder-uncommon |publisher=The Drum |access-date=3 September 2025}}</ref> and included in ''Ad Age'''s Creativity 50.<ref name="adage2015">{{cite web |last1=Jardine |first1=Alexandra |title=Creativity 50 2015: Nils Leonard |url=https://adage.com/article/special-report-creativity-50-2015/creativity-50-2015-nils-leonard/301762/ |publisher=Ad Age |date=21 December 2015 |access-date=3 September 2025}}</ref> Leonard is known for creating award-winning campaigns that transcend traditional advertising boundaries, including the Cannes Lions Grand Prix-winning Volvo "Life Paint" campaign<ref name="dandad2016">{{cite web |title=LifePaint - Grey London - Volvo - D&AD Awards 2016 Pencil Winner |url=https://www.dandad.org/awards/professional/2016/art-direction/25602/lifepaint/ |publisher=D&AD |access-date=3 September 2025}}</ref> and ITV's "Get Britain Talking" mental health initiative.<ref name="drum2023" />
In 2023, Leonard achieved a record-breaking exit when Havas acquired Uncommon Creative Studio in what industry observers described as one of the largest creative agency acquisitions in recent history, cementing his position as one of the most successful creative entrepreneurs of his generation.<ref name="havas2023">{{cite web |title=Havas Takes Majority Stake in Creative Agency Uncommon |url=https://www.wsj.com/articles/havas-takes-majority-stake-in-creative-agency-uncommon-b301aca1 |publisher=The Wall Street Journal |year=2023 |access-date=3 September 2025}}</ref>
While his early career and rise to prominence were rooted in the advertising industry, Leonard is now regarded as a driving force in multidisciplinary creativity. His work increasingly spans sectors such as design, architecture, fashion, and editorial β reflecting a broader cultural impact beyond commercial marketing.
== Early life and education ==
Nils Leonard grew up in Wealdstone, north-west London, in what he has described as challenging circumstances.<ref name="drum2023" /> His father was a tattoo artist and his mother was a teacher, creating a household environment filled with creativity, musical instruments, and artistic expression, though Leonard notes that "no one really called it that" at the time.<ref name="drum2023" /> The home was decorated with tattoo flash art and musical instruments, fostering an early appreciation for visual and creative arts.
During his school years, Leonard struggled academically, describing the experience as "a bit of a shitshow" and noting that art and English were "the only things I was good at".<ref name="drum2023" /> The difficult circumstances of his childhood instilled in him two driving ambitions: to "get the fuck out of there" and to pursue work that he genuinely loved.<ref name="drum2023" /> This drive, which he attributes to his parents' influence, would later shape his unconventional approach to the advertising industry.
Initially aspiring to be an artist, Leonard was deterred by concerns about financial viability in the arts. He developed what he calls a "fictional story that advertising was like the slutty version of art," inspired by the high-quality fragrance commercials he saw in cinemas during the 1990s.<ref name="drum2023" />
== Career ==
=== Early career ===
==== Ammirati Puris Lintas (1990s) ====
Leonard's entry into the advertising industry began unconventionally when he visited a job center and specifically requested work in advertisingβa request the staff had reportedly never heard before.<ref name="drum2023" /> This led to his first position as a junior runner in the production department at Ammirati Puris Lintas, a prominent agency he describes as a "big, shiny 90s agency".<ref name="drum2023" /> Demonstrating his eagerness, Leonard arrived two and a half hours early for his interview and secured the position.
During his four-year tenure at Ammirati Puris Lintas, Leonard was mentored by Simon Fairweather, an industry veteran renowned for his print campaigns for luxury watch brand Rolex.<ref name="drum2023" /> Fairweather's influence extended far beyond creative guidance, as Leonard recalls: "He didn't just show me design, he showed me life. He showed me how to go to a restaurant and order food, how to behave in a meeting, how to dress for work".<ref name="drum2023" />
Leonard progressed from runner to junior in the design department, where he developed a particular expertise in typography.<ref name="drum2023" /> During this period, Leonard found a creative hero in Richard Paul Lohse, the Swiss artist known for his colorfully imagined graphics.<ref name="drum2023" />
==== Career progression ====
Following his foundational years at Ammirati Puris Lintas, Leonard's career trajectory took him through several of London's most prestigious advertising agencies, including TBWA and AMV BBDO.<ref name="drum2023" /> Leonard's approach to advertising was shaped by a formative experience at a creative festival in Germany, where he encountered blank gravestones on fly posters with someone having scrawled "content solutions" on one of them.<ref name="drum2023" />
=== Grey London (2010s) ===
Leonard's most significant pre-Uncommon role came as Chairman and Chief Creative Officer of Grey London,<ref name="oneclub">{{cite web |title=Nils Leonard - Uncommon - The One Club for Creativity |url=https://www.oneclub.org/awards/theoneshow/-judge/5698/nils-leonard |publisher=The One Club |access-date=3 September 2025}}</ref> where he would oversee what many consider the most transformative period in the agency's history. Under his creative leadership, Grey London experienced unprecedented success, achieving what Leonard describes as "the most profitable and awarded years in the agency's 52 years history".<ref name="oneclub" />
==== Volvo "Life Paint" campaign ====
Leonard's tenure at Grey London is perhaps best remembered for the groundbreaking Volvo "Life Paint" campaign in 2015.<ref name="adage2015" /><ref name="medium2015">{{cite web |title=Grey London & Volvo Protect Cyclists with Creation of 'LifePaint' |url=https://medium.com/@GreyLondon/grey...lists-with-creation-of-lifepaint-b1c96701c42e |publisher=Medium |date=27 March 2015 |access-date=3 September 2025}}</ref><ref name="dezeen2015">{{cite web |title=Volvo's reflective LifePaint makes cyclists more visible |url=https://www.dezeen.com/2015/03/30/v...bikes-high-visibility-objects-cycling-safety/ |publisher=Dezeen |date=30 March 2015 |access-date=3 September 2025}}</ref> The campaign centered around the development of an actual product: an invisible reflective spray paint designed to enhance cyclist safety by making them more visible to drivers at night.<ref name="medium2015" /><ref name="dezeen2015" />
As Leonard explained the philosophy behind the campaign: "Our job isn't just to advertise our clients, it's to help them make a positive impact on culture. With the creation of LifePaint, we've turned Volvo safety inside out".<ref name="medium2015" /> The campaign achieved remarkable success, winning two Cannes Lions Grand Prix awards in 2015<ref name="adage2015" /><ref name="dandad2016" /> and establishing Leonard as one of the industry's most innovative creative leaders.
The campaign received widespread media coverage, including features in ''Dezeen''<ref name="dezeen2015" /> and other design publications, highlighting its innovative approach to both product development and social impact. However, the campaign's success was later complicated when the Advertising Standards Authority (ASA) banned certain aspects of the advertising,<ref name="drum2023" /> though this controversy only served to increase the campaign's cultural impact.
==== British Heart Foundation campaigns ====
Leonard's work with the British Heart Foundation at Grey London demonstrated his ability to combine entertainment with serious social messaging. The "Angina Monologues" campaign, created in collaboration with advertising legend Vicki Maguire, took the form of a comedy show starring prominent British comedians Katy Brand, Victoria Wood, and Jo Brand.<ref name="drum2023" />
Building on this success, Leonard later developed the "Hard and Fast" campaign featuring former footballer and actor Vinnie Jones.<ref name="bbc2011">{{cite web |title=Hands-only CPR: Stayin' Alive |url=https://www.bbc.co.uk/news/health-16222183 |publisher=BBC News |date=16 December 2011 |access-date=3 September 2025}}</ref> This CPR education campaign achieved both critical acclaim and measurable real-world impact, with recognition from Cannes Lions, British Arrow Awards, D&AD, IPA Effectiveness Awards, and The One Show.<ref name="drum2023" /><ref name="bbc2011" /> More importantly, the campaign received testimonials from A&E departments reporting that lives had been saved by people who learned CPR techniques from the campaign.<ref name="drum2023" /><ref name="bbc2011" />
==== Industry recognition and transformation ====
During Leonard's leadership, Grey London underwent a complete creative transformation. In 2015 alone, the agency won two Grand Prix at Cannes Lions, Leonard was voted into ''Ad Age'''s Creativity 50, and he was named Most Creative Person in Advertising by ''Business Insider''.<ref name="muse2025">{{cite web |title=Nils Leonard of Uncommon on Why Creativity Is the Last Great Industry |url=https://musebyclios.com/2-minutes-w...on-why-creativity-is-the-last-great-industry/ |publisher=Muse by Clio |date=13 March 2025 |access-date=3 September 2025}}</ref> The agency also received significant recognition with awards across D&AD, Drum, and One Show Awards.<ref name="muse2025" />
=== Uncommon Creative Studio ===
==== Founding and philosophy ====
In 2017, Leonard made the bold decision to leave Grey London at the height of his success, departing alongside CEO Lucy Jameson and Managing Director Natalie Graeme in what industry publication ''The Drum'' described as a move that "shocked the industry".<ref name="drum2016">{{cite web |title=Grey London hit by slew of senior departures as Nils Leonard, Lucy Jameson and Natalie Graeme resign |url=https://www.thedrum.com/news/2016/0...-nils-leonard-lucy-jameson-and-natalie-graeme |publisher=The Drum |date=28 June 2016 |access-date=3 September 2025}}</ref> The trio's simultaneous resignation from Grey London signaled their intention to establish something fundamentally different in the advertising landscape.
The founding of Uncommon Creative Studio represented Leonard's vision of creating "a studio that matters in the world" and building "brands that people in the real world actually wish existed".<ref name="uncommon">{{cite web |title=Uncommon Creative Studio |url=https://www.uncommon.studio/ |publisher=Uncommon |access-date=3 September 2025}}</ref> The inspiration for Uncommon's approach came partly from a client pitch at Grey London where Leonard was asked how to create a brand that people wished existed.<ref name="drum2023" />
Leonard's vision for Uncommon was explicitly anti-traditional in its rejection of what he saw as the industry's tendency toward invisibility: "I was sick of being this kind of invisible advisor to clients. We're better than that. We've forgotten to sell or market the thing that's the most powerful, which is our creativity".<ref name="drum2023" />
==== Business model and growth ====
Uncommon Creative Studio was established as a creative studio that spans multiple disciplines, including advertising, design, live events, entertainment, ventures, fashion, and impact & advocacy.<ref name="muse2025" /> The studio achieved remarkable growth, becoming what industry observers have described as "Europe's fastest growing creative start up of its generation/in advertising history".<ref name="dandad">{{cite web |title=Nils Leonard - United Kingdom - D&AD Member Profile |url=https://www.dandad.org/profiles/person/529909/nils-leonard/ |publisher=D&AD |access-date=3 September 2025}}</ref>
Notably, Uncommon is the only majority female-founded startup of their size in the European advertising industry.<ref name="dandad" /> The studio's success culminated in 2023 when Havas acquired Uncommon in a record-breaking deal that represented one of the largest creative agency acquisitions in recent history.<ref name="havas2023" />
The studio's success has been recognized through numerous industry accolades, including being named to ''Fast Company'''s Most Innovative Companies in Advertising & Marketing for both 2024 and 2025.<ref name="dandad" />
== Major campaigns and client work ==
=== ITV "Get Britain Talking" ===
Perhaps one of Uncommon's largest and most significant campaign achievements for the UK has been the creation and ongoing development of ITV's "Get Britain Talking" mental health awareness campaign.<ref name="drum2023" /> The campaign's most memorable moment came when Uncommon convinced ITV to stop national television programming for two minutes during a Saturday night broadcast of ''Britain's Got Talent'', reaching approximately 15 million viewers.<ref name="drum2023" />
The "Get Britain Talking" campaign has evolved into what Leonard proudly calls "the most recognized mental health campaign in the country".<ref name="drum2023" /> Spanning five years and continuing through the COVID-19 pandemic, the campaign has demonstrated the power of sustained creative commitment to social causes.
=== H&M "One/Second/Suit" ===
The H&M "One/Second/Suit" campaign exemplifies Uncommon's approach to creating work that addresses real social issues while serving commercial objectives.<ref name="creativereview">{{cite web |title=H&M: One/Second/Suit campaign |url=https://www.creativereview.co.uk/hm-one-second-suit-campaign/ |publisher=Creative Review |access-date=3 September 2025}}</ref><ref name="dandad2022">{{cite web |title=ONE/SECOND/SUIT - D&AD Awards 2022 Pencil Winner - Retail |url=https://www.dandad.org/awards/professional/2022/235661/onesecondsuit/ |publisher=D&AD |access-date=3 September 2025}}</ref><ref name="forbes2021">{{cite web |last1=Ferere |first1=Cassell |title=One/Second/Suit: H&M Launches First-Ever Rental Service In The US As A Sustainable Alternative |url=https://www.forbes.com/sites/cassel...rvice-in-the-us-as-a-sustainable-alternative/ |publisher=Forbes |date=13 May 2021 |access-date=3 September 2025}}</ref> Launched during the unemployment crisis that emerged during the COVID-19 pandemic, the campaign was built on the insight that first impressions in job interviews happen within one second.<ref name="creativereview" /><ref name="forbes2021" />
The campaign offered free 24-hour suit rental to anyone with an upcoming job interview, running in both the UK and US markets.<ref name="creativereview" /><ref name="forbes2021" /> The initiative won a Bronze Cannes Lions award and a D&AD Pencil,<ref name="dandad2022" /> and was featured in ''Forbes'' as a sustainable alternative to traditional retail.<ref name="forbes2021" />
=== British Airways "A British Original" ===
Uncommon's work with British Airways has produced multiple award-winning campaigns under the "A British Original" umbrella.<ref name="drum2024">{{cite web |title=British Airways' outdoor ads capture passengers' faces at 35000ft |url=https://www.thedrum.com/news/2024/0...outdoor-ads-capture-passenger-s-faces-35000ft |publisher=The Drum |date=28 March 2024 |access-date=3 September 2025}}</ref> The "Windows" campaign featured outdoor advertisements showing passengers and crew members looking out of aircraft windows.<ref name="drum2024" /> The "Purpose of Your Visit" campaign achieved recognition, winning a Cannes Lions Grand Prix.<ref name="drum2024" />
The studio also created a viral in-flight safety video for British Airways that garnered over half a million online views, demonstrating Leonard's ability to create content that transcends traditional advertising boundaries.<ref name="guardian2024">{{cite web |title=The British Airways safety video: why have half a million people watched it online? |url=https://www.theguardian.com/busines...-have-half-a-million-people-watched-it-online |publisher=The Guardian |date=29 July 2024 |access-date=3 September 2025}}</ref>
=== EA Sports FC global rebrand ===
Uncommon's work on the EA Sports FC global rebrand has been described by the BBC as "the biggest entertainment rebrand in history".<ref name="drum2023" /> The project involved creating an all-encompassing new global positioning and brand platform spanning every brand touchpoint.
=== Chelsea FC visual identity rebrand ===
Uncommon undertook the controversial rebranding of Chelsea Football Club, creating divisive work that claimed "LDN" (London) for the club.<ref name="creativereview2">{{cite web |title=Chelsea FC's new visual identity and home kit campaign |url=https://www.creativereview.co.uk/chelsea-fc-new-visual-identity-home-kit-campaign/ |publisher=Creative Review |access-date=3 September 2025}}</ref> The rebrand included a new visual identity and home kit campaign that sparked significant debate within football culture and design communities, demonstrating Leonard's willingness to tackle high-profile, culturally sensitive projects.<ref name="creativereview2" />
=== Instagram "Anyway" campaign ===
Leonard and Uncommon developed and launched what has been described as the biggest brand campaign in Instagram's platform history.<ref name="hypebeast2025">{{cite web |title=Instagram Launches New Brand Campaign with RosalΓa, Clint419, Tyler, The Creator & More |url=https://hypebeast.com/2025/6/instag...ign-rosalia-clint419-tyler-the-creator-anyway |publisher=Hypebeast |date=June 2025 |access-date=3 September 2025}}</ref><ref name="forbes2025">{{cite web |last1=Taylor |first1=Charles R. |title=Instagram's 'Anyway' Campaign Focuses On Inspiring Creators |url=https://www.forbes.com/sites/charle...nyway-campaign-focuses-on-inspiring-creators/ |publisher=Forbes |date=13 June 2025 |access-date=3 September 2025}}</ref> The "Anyway" campaign featured prominent artists including Tyler The Creator, RosalΓa, and many others, cementing Instagram's position as a modern home for creativity.<ref name="hypebeast2025" /><ref name="forbes2025" /> The campaign was recognized by both ''Hypebeast'' and ''Forbes'' for its cultural impact and innovative approach to platform branding.<ref name="hypebeast2025" /><ref name="forbes2025" />
== Creative philosophy and industry influence ==
=== "The Death of Advertising" ===
Leonard has become a prominent voice in industry discussions about the future of advertising, most notably through his provocative thesis on "the death of advertising".<ref name="drum2023b">{{cite web |title=Is advertising dead? Uncommon's Nils Leonard thinks so |url=https://www.thedrum.com/opinion/2023/06/08/advertising-dead-uncommon-s-nils-leonard-thinks-so |publisher=The Drum |date=8 June 2023 |access-date=3 September 2025}}</ref> His position, as articulated in ''The Drum'' and other industry publications, is that "Advertising is dead. Long live creativity".<ref name="drum2023b" />
Leonard's critique of the industry extends to what he sees as an over-reliance on "content solutions" and a tendency toward creative mediocrity.<ref name="drum2023" /> He advocates for a more entrepreneurial approach to creativity, encouraging creative professionals to "make yourself famous on your own, try to not need others to be impactful in the world".<ref name="drum2023" />
=== Cultural commentary and thought leadership ===
Leonard's influence extends beyond advertising into broader cultural commentary. His 2014 article "Why the Perfect Modern Creative Is Fierce, Fearless and Female" became a viral sensation in ''Adweek'', with industry legend Cindy Gallop reading it aloud to massive praise, though it also proved equally divisive and hotly debated.<ref name="adweek2014">{{cite web |last1=Leonard |first1=Nils |title=Why the Perfect Modern Creative Is Fierce, Fearless and Female |url=https://www.adweek.com/brand-market...n-creative-fierce-fearless-and-female-160473/ |publisher=Adweek |year=2014 |access-date=3 September 2025}}</ref> The piece demonstrated Leonard's willingness to challenge industry conventions and advocate for diversity and inclusion.
Leonard has also written about art and culture, including a notable piece about Yves Klein and International Klein Blue for ''Campaign'',<ref name="campaign2018">{{cite web |last1=Leonard |first1=Nils |title=Culture: Nils Leonard on International Klein Blue |url=https://www.campaignlive.co.uk/article/culture-nils-leonard-international-klein-blue/1587064 |publisher=Campaign |date=19 March 2018 |access-date=3 September 2025}}</ref> showcasing his broader intellectual interests beyond advertising.
=== Mentorship and industry leadership ===
Throughout his career, Leonard has emphasized the importance of mentorship and creative leadership.<ref name="youtube2025">{{cite web |title=Nils Leonard reflects on what building Uncommon creative studio taught him |url=
Leonard's approach to creative leadership emphasizes the importance of removing fear from the creative process and encouraging teams to "think bigger than the brief".<ref name="youtube2025" /> His leadership philosophy extends to his belief in the power of sustained creative commitment.<ref name="drum2023" />
== Industry recognition and jury service ==
Leonard's influence extends beyond his creative work to his role in shaping industry standards through jury service at major advertising awards. He has served as jury president for multiple prestigious awards programs, including the Cannes Lions Industry Craft category in 2022,<ref name="lbb2022">{{cite web |title=Uncommon's Nils Leonard Named Cannes Lions Industry Craft President |url=https://lbbonline.com/news/uncommons-nils-leonard-named-cannes-lions-industry-craft-president |publisher=LBB Online |date=10 February 2022 |access-date=3 September 2025}}</ref> the D&AD Awards Writing for Advertising category in 2024,<ref name="famous2024">{{cite web |title=The Famous Q&A ~ with Nils Leonard |url=https://www.famouscampaigns.com/2024/05/the-famous-qa-with-nils-leonard/ |publisher=Famous Campaigns |date=21 May 2024 |access-date=3 September 2025}}</ref> and the AWARD Awards in Australia in 2025.<ref name="campaignbrief2025">{{cite web |title=Nils Leonard, acclaimed co-founder of Uncommon Creative Studio, appointed jury president of the 46th AWARD Awards |url=https://campaignbrief.com/nils-leon...nted-jury-president-of-the-46th-award-awards/ |publisher=Campaign Brief |date=3 March 2025 |access-date=3 September 2025}}</ref>
== Awards and recognition ==
Leonard has received numerous individual honors, including being named to ''Ad Age'''s Creativity 50 in 2015<ref name="adage2015" /> and being called the "Most Creative Person in Advertising" globally by ''Business Insider''.<ref name="drum2023" /> He has also been included in ''Adweek'''s Creativity 100<ref name="oneclub" /> and serves on the D&AD Board of Trustees.<ref name="dandad" />
His creative work has been recognized at major international advertising awards programs, including multiple Cannes Lions Grand Prix awards for campaigns such as Volvo "Life Paint"<ref name="adage2015" /><ref name="dandad2016" /> and British Airways "Purpose of Your Visit".<ref name="drum2024" /> Other notable recognition includes D&AD Yellow Pencils,<ref name="dandad2022" /> The One Show Gold awards,<ref name="oneclub" /> and British Arrow Awards.<ref name="drum2023" />
Under Leonard's creative leadership, both Grey London and Uncommon Creative Studio have received significant institutional recognition. Grey London was named Most Awarded Agency at D&AD during his tenure,<ref name="adage2015" /> while Uncommon has been recognized by ''Fast Company'' as one of the Most Innovative Companies in Advertising & Marketing<ref name="dandad" /> and named Campaign US Agency of the Year in 2025.<ref name="dandad" />
== Beyond advertising ==
=== Film and entertainment ===
Leonard's creative ambitions extend beyond traditional advertising into film and entertainment production. Through Uncommon, he has produced multiple feature-length films, including a documentary about musician Nick Cave titled "This Much I Know to Be True," which premiered at prestigious film festivals including Berlinale and SXSW.<ref name="drum2023" />
Uncommon's film production arm has continued to develop an extensive portfolio of projects, with "In Camera" by Naqquash being selected for the BFI London Film Festival's Best First Feature category, and "The Thing with Feathers," which premiered at Sundance 2025 and stars Benedict Cumberbatch.<ref name="drum2023" /> Other notable productions include several additional feature films and documentaries that have gained recognition at international film festivals, demonstrating Leonard's commitment to storytelling across multiple mediums and his ability to attract high-profile talent to Uncommon's entertainment ventures.
=== Architecture and design collaborations ===
Leonard has also ventured into architecture and design through collaborations with renowned architect Thomas Heatherwick.<ref name="drum2023" /> The "Unlandmarks" initiative represents a co-creation between Uncommon and Heatherwick's studio, exploring the intersection of advertising creativity and architectural innovation.<ref name="contagious2023">{{cite web |title=Nils Leonard and Thomas Heatherwick in Conversation |url=https://www.contagious.com/news-and-views/in-conversation-nils-leonard |publisher=Contagious |year=2023 |access-date=3 September 2025}}</ref> Their collaborative approach has been documented in an in-depth interview for ''Contagious Magazine'', where Leonard and Heatherwick discussed their shared vision for creative innovation across disciplines.<ref name="contagious2023" />
Additionally, Leonard has worked on sustainable design projects such as the "Ecover Rewear Chair," which was designed to ask questions about sustainable living and washing practices.<ref name="drum2023" /> The chair project exemplifies Leonard's approach to using design as a vehicle for environmental advocacy, challenging consumers to reconsider their relationship with consumption and sustainability. These projects demonstrate his commitment to using creativity to address environmental and social issues beyond the traditional scope of advertising.
=== Print and editorial work ===
Leonard's influence extends into print and editorial design through his work with publications such as ''Contagious Magazine'', where he served as the first-ever guest editor,<ref name="contagious">{{cite web |title=Nils Leonard is Contagious' first-ever guest editor |url=https://www.contagious.com/news-and-views/nils-leonard-is-contagious-first-ever-guest-editor |publisher=Contagious |access-date=3 September 2025}}</ref> and ''Port Magazine'', where Uncommon Studio redesigned the publication to award-winning effect.<ref name="drum2023" />
The magazine work reflects Leonard's typography background and his belief in the power of design to create cultural conversation. Design Director Matt Curtis was shortlisted for "Art Director of the Year" for his creative direction of ''Port Magazine'', and the publication became a Magazine of the Year finalist at the SPD Awards.<ref name="drum2023" />
=== Ventures and fashion ===
Leonard has expanded Uncommon's reach into ventures and fashion, working with brands to create innovative approaches to retail and consumer engagement. The studio's work spans traditional advertising into product development, retail innovation, and sustainable fashion initiatives.<ref name="drum2023" />
=== Impact and advocacy ===
Through Uncommon's impact and advocacy work, Leonard has demonstrated his commitment to using creativity for social good. The studio's campaigns often address serious social issues, from mental health awareness to employment support, reflecting Leonard's belief that advertising should create positive cultural impact.<ref name="drum2023" />
== Personal life ==
Leonard is married to Charlotte Leonard, a novelist whose debut book ''Afterwards'' was published by Simon & Schuster in April 2022. They have three sons: Jack, Finn, and Noah.
He is based in London and continues to be actively involved in industry mentorship and education.<ref name="drum2023" />
== Legacy and impact ==
Nils Leonard's impact on the advertising industry extends far beyond his individual campaigns and awards. He has fundamentally challenged how the industry thinks about the role of creativity in business and culture, advocating for work that creates genuine social impact rather than simply serving commercial objectives.<ref name="drum2023b" />
His influence can be seen in the growing emphasis on purpose-driven advertising and the increasing expectation that brands should contribute positively to society. Leonard's entrepreneurial approach to creativity has also influenced how creative professionals think about their careers and the potential for advertising to create cultural change.<ref name="drum2023" />
The record-breaking acquisition of Uncommon by Havas demonstrated the commercial viability of Leonard's vision, proving that purpose-driven creativity can achieve both cultural impact and significant business success.<ref name="havas2023" />
== References ==
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