Get to know us: Hugo Bone Creative Director

As a chance to get to know the real nitty gritty team at AML we have asked them to spin the AML Wheel of Questions’ and answer the first 4 questions that come up. Today we have Hugo Bone, AML’s new Creative Director trying his luck with our wheel.

Hugo joins from The Gate where, as Creative Director he produced notable campaigns for, among others, Chiltern Railway; The Electoral Commission and Lives Not Knives. Prior to the Gate Hugo spent time at a number of leading agencies with extended tenures at both BBH and VCCP creating campaigns for O2, Audi and Virgin Media – including the celebrated ‘Introducing the Bolt Family’ with sprint legend Usain Bolt in multiple guises.


What’s your favourite word?

Kerfuffle. Hard to pinpoint why. Maybe it’s all the fs? Or more specifically, the fuff? Hang on – why isn’t fuff a word? I’m going to try and make that happen.

What’s a dream that you have that you’ve yet to achieve?

My difficult 2nd film. I made one a few years ago – too many years ago now – which was hugely satisfying but most definitely a learning process. In other words, a bit of an embarrassment. The 2nd one is written, and much better, I think. But leaving it until tomorrow always seems easier…

At what job would you be terrible?

Working in a games arcade. I couldn’t be dealing with all those different, dizzying, deafening sounds all day. Makes me stressed just thinking about it. Let’s move on.

What’s one thing a parent taught you that completely changed your life?

To swaddle my infant son – who wasn’t sleeping at the time – like a burrito. He slept like an angel from that day on, which may have actually saved my life rather than just changing it. But he now hates Mexican food. Maybe that was the trade off?

Want to try for yourself?

Click on the wheel below!