#WFH Diaries: Alasdair Lennox of Fitch

As lockdowns linger in most parts of the world, we're checking in with creative people to see how they're faring. Here, we catch up with Alasdair Lennox, executive creative director at global design consultancy Fitch. 

Give us a one-line bio of yourself.

A creative who has swapped Bermondsey in London for Brooklyn, New York.

Where are you living right now, and who's with you?

Our prison of choice is in Greenpoint, Brooklyn, with my partner in crime, Zoë.

What's your work situation like at the moment?

Actually, nothing like a prison, I'm very grateful. However, I now have a far more intimate knowledge of our spare bedroom, aka “the studio.”

Describe your socializing strategy.

WhatsApp and Facebook Portal back to our family and friends across the pond. Friday afternoon cocktail Zoom sessions with our team across the U.S. while rocking various Snap camera filters.

How are you dealing with childcare, if applicable?

Setting daily film-making challenges to occupy the young nephew and niece in the U.K. The dog is proving to be quite the star!

What are you reading?

Trying and failing to not read the constant newsfeed, it's not healthy.

What are you watching?

Travel programs—dreaming of future adventures! Avoiding disaster movies, strangely enough.

What are you listening to?

SoundClouds' DJ sets from a couple of our design teams, interspersed with loud retro, rediscovered music selections to shake up the mood.

How are you staying fit?

Every evening, we go for a walk when its quieter, avoiding the busy river-path areas. We walk around the most ugly and rough industrial areas of Greenpoint. After this, we will publish a full coffee table book of Brooklyn's industrial underbelly.

Have you taken up a hobby?

Currently building a roof-top garden with outdoor kitchen, planning on taking table bookings in May.

Any tips for getting necessities?

Keep it local and support your neighborhood, while looking like you are going to rob the joint, with full mask and gloves!

An awkward moment since all this started.

The constant talking over someone in a video conference. It’s like unintentional manspreading.

Best work email you got since all this started.

A very moving “thank you and goodbye” from a long-term freelancer and friend we had to let go, unfortunately.

An aha! moment since all this started.

I know its a cliché, but I didn't realize how lucky I was in my old life, with constant travel and freedom. I've never respected my freedom so much.

What's your theory on how this is going to play out?

I see that the world today has split brands into two simple buckets, the vital ones and the non-vital ones. On the other side of this, all the non-vital brands that have successfully survived will need to find their new “vital” roles. So, there will be a lot of new “vital” work that needs to be created.

See the full #WFH Diaries series here.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and founding editor of Muse by Clio. Prior to joining Clio in 2018, he was creative editor at Adweek.

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