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Meet Alastair Eilbeck - BIMA 100

Rob Steeles
09 May 2019 · 2 min read

The BIMA 100 is a list of the brightest digital stars in the United Kingdom. It’s overseen by an organisation with the mission to drive innovation and excellence across the digital industry. Basically, it’s a big deal to get on the list and those named have truly excelled in their field. That’s why we’re so excited and honoured to have two of our Creative Team in the BIMA 100 for 2019: Alastair Eilbeck and Anne Grieve.

BIMA 100 Alastair Eilbeck

Alastair is a Creative Consultant at AmazeRealise and also a working artist. His research looks into ways in which the public can bridge the gap between the physical environment and digital interventions. He has been commissioned on national and international projects, including the London Olympics 2012 and the World Cup in Brazil 2014. He’s also responsible for complex UX and design projects and has led AmazeRealise research projects focused on connected retail including work in-store with ASICS.

Our Executive Creative Director, Rob Steeles caught up with Alastair after he received the news. 

Why do you think you made the Top 100

Probably my collection of hats, I am currently juggling working part-time for AmazeRealise, studying for a PHD and progressing my digital arts practice Meyouandus. I’ve also just finished leading a research project and public trial, testing augmented reality for train passengers with LNER and the DFT. This was a combined technical and creative challenge, so maybe caught the judges’ eyes.

How did you feel when you found out you were on the list?

Slightly giddy, It is great to be recognised by peers.    

What does it mean for you being in the BIMA 100?

A big party and hopefully getting to know some of the other winners. And then there’s the dilemma of do I put it on my Linkedin profile or is that showing off?

How has AmazeRealise helped you in getting this far?

AmazeRealise is unusual in the way they support people working in complementary paths. My digital arts practice has run alongside my role at AmazeRealise for about ten years. And on top of letting me work part-time they’ve also actively helped in some of my projects such as taking two months off to develop an arts project in Brazil or with technical, strategic and logistical help. They’ve always been open minded and can see the mutual benefit of having people exploring creativity outside the standard agency model.  

What’s been your favourite moment at AmazeRealise?

It’s a toss up between developing the instore digital shoe adviser for ASICS and being creative director for the Amaze 20th anniversary party (surprise art gallery, surprise roller disco).

What advice would you give someone starting out on their digital career?

I can only speak about the creative side, but don't treat it as a career. Take risks, get uncomfortable, be ambitious with briefs and put the creative first.  And if you are not getting fulfilled but still need to pay the mortgage, spend at least one hour a day doing your own thing.

What’s next for you?

My flippant reply to this, straight after a hectic twelve months, is “something or nothing”. I‘m in the short post project lull. I still have my PHD and AmazeRealise tasks, but hopefully something cool will come from the Augmented reality trains prototype and I’ve heard a few good murmurings.

Ready for another?


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