2 Minutes With ... Todd Condie, Creative Director at Terri & Sandy

On Gold Bond's new spin and Aspercreme's 'Asperqueens'

Todd has worn many hats over the course of his career. Starting as a journalist in magazines and radio, he covered stories as diverse as the Elizabeth Smart kidnapping to the rise and fall of Jerry Springer's political career. He then used the same investigative skills as a corporate attorney at one of the world's premiere law firms where he represented Fortune 500 companies and even a handful of sovereign nations.

Twelve years ago, Todd made another leap, becoming the first employee at a start-up ad agency called Terri & Sandy. Since then, he has served as creative lead on Gerber, Nutella, Gold Bond, The Hartford, Aspercreme, Freshpet and a smattering of other household names. Along the way, he helped transform that agency into one of the most consistently effective independents in North America.

Most recently, Todd was tapped to help BJ's Wholesale Club weather the inflation storm and to spread the word about Barr Hill, America's most-awarded gin. Todd has a B.A. from Brigham Young University, a J.D. from Georgetown University Law Center, a dog from Spain and a 4-year-old daughter from another planet (or so she claims).

We spent two minutes with Todd to learn more about his background, creative inspirations and some recent work he's admired.

Todd, tell us...

Where you grew up, and where you live now.

My family moved a dozen times during my childhood. Today, I'm based in Brooklyn. Shortly after meeting my future wife, she told me that she was never leaving New York and if I had a problem with that, I could find someone else to date. So I guess I'm here to stay.

How you first got interested in health.

I can't pinpoint what made me interested in health originally, but I can speak to why it specifically interests me today. And that's the fact that, above all other categories, health marketing is about trying to help consumers attain a state of being that prolongs and enriches life. If we don't have health, we have nothing. As the old adage says, "A healthy person has a thousand wishes, a sick person only one."

One of your favorite projects you've ever worked on, and why.

One of my favorites is a cheeky, era-hopping spot we made for Gold Bond body powder called "Euphemisms." It was the perfect team effort. An agency team unified in the desire to make something truly unexpected for the brand. A director—Nalle Sjöblad—with a vision and a plan. And most importantly, a client with, pardon the pun, balls. 

A recent project you're proud of, and why.

Aspercreme is a topical pain relief brand that's iconic among baby boomers. To make it relevant to younger generations, we found a new use case—treating high-heel pain—and a new spokesperson: world-famous drag queen Nicky Doll. The result was an out-of-the-box social campaign for a very in-the-box category.

One thing about how health is evolving that you're excited about.

A.I. is going to blow up a thousand industries, but its applications for health are unfathomable.

Someone else's work, in health or beyond, that you admired lately.

I'm going to cheat here and stay on the previous topic. Whether A.I.-based image and text generators qualify as "someone else" is a metaphysical question, but their "work" is quickly challenging everything we thought we knew about creativity.

A book, movie, TV show, or podcast you recently found inspiring.

How To with John Wilson. Hilarious and heartwarming. Intimate and expansive. 

A visual artist or band/musician you admire.

Saxophonist Colin Stetson. What he can do with a single instrument is astounding. He's proof that we can challenge the limits of our creativity when we challenge the limits of our creative tools.

Your favorite fictional character.

Calvin from Calvin and Hobbes. When I was 10, I decided that Bill Waterson was a creative genius. That opinion hasn't changed.

Someone worth following on social media.

He's not exactly an undiscovered gem, but Baron Ryan—@americanbaron on TikTok—is a supremely talented filmmaker who just happens to make work for the smallest of screens.

Your main strength as a marketer/creative.

Being able to make work for "not me." A good creative is a chameleon, able to imagine the world from another's eyes.

Your biggest weakness.

A propensity for naps.

One thing that always makes you happy.

Nothing improves the mood like an aimless stroll.

One thing that always makes you sad.

How fast my daughter is growing up. 

Something people would find surprising about you.

I was a corporate lawyer before transitioning to advertising, which is certainly helpful when interfacing with our client’s legal and regulatory departments. 

What you'd be doing if you weren’t in health.

Doubling down on work for my non-health clients. Having a broad portfolio is one of the keys to staying fresh as a creative.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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Jessica MacAulay
Jessica MacAulay is a contributor for Muse by Clio. She's also a recent graduate of the University of Colorado Boulder's College of Media, Communication, and Information.

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