A Creative Moment with...Dani Wolf, co-founder, Badberries
The Creative Moment podcast is back for 2025! And we're very excited about the brilliant creatives we have lined up to talk to this year.
Today, we are speaking to the first of those brilliant guests, Dani Wolf, creative director and co-founder of Badberries.
Dani is a multi-award-winning creative director with a passion for typography, design, branding and motion. Dani has worked with a variety of loved brands, including Apple, eBay, John Lewis, Pepsi, and Channel 4.
In this episode, we talk about his ADHD diagnosis and the challenges and advantages of being a neurodivergent thinker in the creative industry. We also chat about his favourite campaigns, one of which won a D&AD Pencil, and how he believes carving out time for play and experimentation is the best way to approach a creative brief.
Welcome to the Creative Moment podcast—a Creative Moment with...Dani Wolf.
Dani talks about his ADHD diagnosis and how it affected him in his creative role.
"ADHD makes it hard to focus on anything that isn't extremely interesting, but I've learned to harness it into my creative process. My mind is constantly brainstorming ideas, which is powerful for creative work, but it can be a struggle for more structured tasks."
Tom asks if ADHD plays a part in your planning process.
"Luckily, I have a business partner with skills that complement mine. Planning is her favourite thing in the world, while I focus on coming up with ideas, creating, designing, and directing our teams."
Tom Hall: How do you typically work nowadays, and has that changed over time?
Dani Wolf: "When we get a brief, the first thing we do is investigate and learn as much as we can about the client and their needs. We aim to create meaningful collaboration by bringing them on board as part of the initial creative process. We ask a lot of questions and try to understand their needs. From those conversations, potential solutions start to emerge. We then carve out time for playing and experimentation, which is crucial for us."
Tom Hall: Do you have a standout campaign that you look back on with pride? Can you talk us through the creative process for that project?
Dani talks through his work with the NBA project with Saatchi & Saatchi and creating the logo and graphic system for a new docuseries called Hoop Cities.
"I'm a big NBA fan, and basketball's energetic nature made this project a dream for me."
Dani also offers a BTS on the 7UP Christmas campaign released in December. "The challenge was to own the green space in the Christmas market, dominated by a well-known red fizzy drink. We came up with a bold and minimal design system, putting its new slim cans front and centre."
Tom Hall: It sounds like you intentionally avoid looking at other work to stay original. Is there a campaign from the past or a recent one that stands out to you as a great piece of work?
Dani Wolf: "There's so much great work out there, but if I had to choose one, it would be the previous rebrand of Channel 4. They took their logo, made of lovely blocks, and never showed it in its full form. They broke it apart and built the on-screen graphic system based on those blocks. It was a bold and clever solution that put motion at the heart of the creative process."