OPINION / Creativity
💬 Julia Kamoda is Global Director of Promotions & Partnerships at Hasbro.
We asked Julia a couple of questions on how she personally relates to creativity, here’s what she had to say…
What is your creative North Star?
JK: Kate Moss once said, “why can’t I have fun all the time?” Apart from liking parties and being from Croydon, that is probably where the similarities between us end, but fun is everything. It is also serious business for serious people. In 2024, 64% of our sales, a toy and game company, came from adults buying for themselves. A moment of fun can lighten a consumer’s day, being fun to work with leads to repeat business, and creative ways of working keep things interesting. Fun, joy, a good laugh is as refreshing as a good cup of tea. Having fun with your colleagues, partners, friends and family is a life force.
Fun is everything.
What is something that has inspired you lately?
JK: Theatre is my biggest extravagance. I regularly go alone to immerse myself, feel inspired, and silence my brain for a few hours.
All My Sons was the most recent show that completely blew me away. I went in to see Marianne Jean-Baptiste take the stage for the first time in over a decade and left impressed by everyone, including Brian Cranston. It was not just the acting, but the mastery of set design, pace, and lighting.
Other inspirations include Sarah Snook in The Picture of Dorian Gray, where she played all 26 roles. The Australian creative team behind that show returns with Cynthia Erivo as Dracula. Anything choreographed by Wayne McGregor and his collaborators is always worth seeing.
For fun with friends, Titanique and Oh Mary! are musts. I saw Titanique at an incredibly stressful time in my life and it was exactly what I needed. You will cry with laughter. It is pure joy. And also reasonably priced.
Oh Mary! has now transferred to London. In the New York theatre, Cole Escola had filled every hallway and bathroom cubicle with fake show photos they had personally posed for. Glamour shots, melodrama, wildly unnecessary facial expressions, all treated with complete seriousness. The commitment to silliness was exceptional. The attention to detail was absurd in the best way, and there are several Reddit threads dedicated to documenting this work of art. I highly recommend a look through for a moment of fun.
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