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Nathan Hackstock
Tequila LA, USA
One Show Interactive Judge, 2005
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Creative Director
Originally from Michigan, Nathan started his career in the Motorcity after attending the Center for Creative Studies in Detroit with a focus in Graphic Communications. He began working as an art director with Ross Roy Communications where he art directed the very first on-line presence for the Plymouth and Jeep brands of Daimler/Chrysler. After his stint at Ross Roy he worked as an art director for D'Arcy, Masius, Benton & Bowles being responsible for the overall on-line presence of both the Pontiac [a division of General Motors] and GM Goodwrench brands. Rounding out his experience on the big three, he went on to work with J. Walter Thompson where his clients included Ford vehicles, the Ford Retail Network and the DEA, then with Young & Rubicam to work on Ford Corporate and Visteon creative.
Nathan most recently worked as an associate creative director with Saatchi & Saatchi where the majority of his creative energies were spent managing a creative team, who's primary focus was to create intriguingly clever ways of moving Toyota.com from the 7th most visited automotive website to number 1. Nathan helped to accomplish this in just 3.5 years.
His guiding design philosophy is simple --- "design without concept is just decoration."
Concept in design means to design within a context. Context is what defines the territory. Without the context as a basis, it is difficult to communicate. Thus content, architecture, navigation, aesthetics and technology must work together to convey a concept. Tequila's work is not about digitizing logos. It's about generating interest, building relationships and driving transactions. Our designers and writers keep these goals in mind - and the end result is more than just simple eye candy, it's about putting together engaging touch points of communication.
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