Sarah Cassell, the national and WA winner of the 2024 AWARD School, shared with the OMA about her creative journey, the thrill of winning, and her plans for the future. Sarah's winning entry for this year’s outdoor/poster brief, sponsored by the OMA, and judged by our CEO Elizabeth McIntyre, captured the essence of the Ironclad brand, delivering a powerful emotional piece that resonated deeply with the judges and audience alike. Here's what she had to say:
1. Could you describe your experience at AWARD School and how it felt to win?
AWARD School was a total creative whirlwind. Each week, I was blown away by the sheer brilliance of the case studies we dissected and couldn’t believe the vastness of our lecturers’ knowledge. It was intense, brain-expanding, and a heap of fun. I wouldn’t change it for the world.
As for winning, that felt like jumping for joy right off a boat straight into the ocean — because that’s exactly what I did. After three years of delays and cancellations, I was finally traveling through Europe when the ceremony took place. I was devastated to miss it, but lucky to have Mel Vella, WA’s state manager for Advertising Council Australia, attending. On the night she had sent me a video, and the suspense of it buffering nearly did me in. But when it finally played, and I realised I had actually done it… it was unhindered pride, satisfaction and gratitude, all topped off with a splash of saltwater. Bliss.
2. What was your favourite part of AWARD School?
Cracking Brief 1. Being the first brief, it was the first time I’ve ever felt the thrill (and relief) of getting somewhere after being tormented by the blank page. Finally coming up with a visual solution that worked in OOH — a concise, impactful medium — felt fist-pumpingly good. I’ve tried to chase it since… I know when I’ve got that feeling that I’m onto something good.
3. What is the biggest lesson you learnt from AWARD School?
To always keep pushing. The first ‘good’ idea you have may not be your best idea. When you hit that best idea, you’ll know. It’s something our lecturers imparted time and time again throughout AWARD, and I am so grateful for it.
4. What's next for you?
I’m hoping to hit the ground running as an Art Director when I return from my holiday in early November. I already miss using my imagination every day and am really looking forward to cannon-balling back into the world of creativity. Looking ahead, I’m also excited about the possibility of working internationally, and open to whatever that might look like.
