Check Out Rux Drilea's Badass Laptop Stickers
The legendary creative talks about advertising school, streaming on Twitch, and "Courage the Cowardly Dog."
She was named a Next Creative Leader and Top Ten Creative by the One Club for Creativity. Cannes has her listed as a “See It Be It” Alumni. The only award she hasn’t won yet is Best Profile Headline from LinkedIn. She’s Rux Drilea — the legend, the comedy writer, the streamer. And one thing that her fabled portfolio doesn’t include is that she has the coolest laptop stickers.
Growing up, Rux — currently a Senior Creative at Mojo Supermarket — wanted to star in big movies. Now, she writes scripts (and so much more) for brands as a well-revered copywriter with more awards than you can imagine. Seriously — her portfolio’s award page deserves its own website itself. But despite the fact that she continues to get the recognition from the industry that she deserves for her work, Rux’s approach to creative isn’t defined by actually wanting to win awards. She’s in the game for the ideas themselves.
“I don’t have any award goals,” she says. “If the work is good enough it will be awarded. I know several people who want specific awards like a Grand Prix, but making an award your goal takes you away from actually creating work you like.”
Here’s Rux on her evolving creative process, her ideal movie project, and much more.
This interview has been lightly edited for clarity.
What was young Rux like?
Such a good kid! She loved cartoons, going to the beach and inventing scenarios and stories with her best friend. Young Rux wanted to be in movies - either acting or creating.
What’s your “got into advertising” story? Was it something you were always interested in, or did it come out of nowhere?
I didn’t know it was a thing, to be honest. Did I think I could do a better job than the commercials I saw on TV in Romania? For sure. It just didn’t cross my mind that it’s an actual job. I wouldn’t say it came out of nowhere; I discovered it while researching colleges and went into advertising because it was close to the movie scene I was interested in. It was like writing scripts, but it seemed more fun.
I saw that you’ve been an amazing creative in multiple countries and created industry-defining work around the globe. How would you say approaches to creativity differ in the countries you’ve worked in?
Thank you for saying that. I think there are major differences from Europe to the US, and then differences between countries within Europe. I’ve moved from one city in Romania to another, to Milan, to Paris, to New York. Romanians are so strong on concepting and they can make something great — even with little to no resources. Romanians are resourceful and resilient because they want to prove themselves. In the Italian market, craft is very important. In the US, the business side is king.
From being a student creative to becoming a senior creative, how has your creative process evolved?
In my student years, I was definitely more into quirky ideas just for the sake of them being quirky. I liked Out Of Home and activations more. My process was just dumping every thought I had onto paper. Now, I’m more organized (just a tiny bit), while still allowing myself to write down ideas that seem wrong or not-just-right. I prefer digital ideas more now, too.
What didn’t advertising school teach you about advertising?
Advertising school was a nice base knowledge over everything, but it lacked so many practical examples. Lots of theory, less of what it’s actually like to work in an advertising agency. I didn’t go to any of the famous advertising schools because, coming from Romania, the prices of them outside of the country were way above the average yearly salary.
What’s been the toughest pill you had to swallow as a creative? How has it impacted your career?
Definitely taking feedback personally. I cared so much about the work I was doing that I was letting any criticism (good or bad) really go to my head. It somehow made me more ambitious but not for the right reasons. I’m honestly glad I’m over it. Work is just work and people are just doing their jobs!
You’ve earned so many well-coveted creative awards. Does that add any pressure to you when you kick off the creative process on a new brief?
Thank you! But no, I don’t have any award goals. If the work is good enough it will be awarded. I know several people who want specific awards like a Grand Prix, but making an award your goal takes you away from actually creating work you like. I dislike approaches where briefs are set out to win specific medals in specific categories. When I’m interviewing with agencies I always ask if they have any award-related goals. Their answers end up revealing a lot about the environment, the pressures, and the personal goals of the people inside the agency.
What’s your internal check on if creative is good or not? What’s your litmus test?
If it makes me and my partner excited to see it out in the world. Plus, getting reactions from consumers. I sometimes ask if the idea is something that would impress someone out there or is it something that sounds good on paper to other advertisers? Would anyone talk about it if they weren’t into it because of a paid partnership?
Your website says that you’re into comedy writing. How did that come about?
Thank you for scrolling all the way down! Yes, I am. It goes back to Young Rux and her writing out scenarios and skits with her best friend. It just evolved. One of the reasons why I wanted to move to New York actually was to pursue comedy writing and improv classes. I couldn’t get access to the level of craft that exists here from other places I lived in.
Who stars in your dream buddy comedy movie? Give me a plot synopsis.
Tina Fey and Amy Poehler and me and my best friend play younger versions of themselves. I cannot disclose the plot synopsis for free! What if they see it and steal it and don’t cast us?? Too risky.
Who or what inspires you when you need it the most?
Anything that’s not advertising. Whatever cool things my friends are doing. Crocheting. Beautiful vintage lamps. Rewatching every episode of Courage the Cowardly Dog on TikTok as I’m doing my skincare routine.
What’s the last thing you streamed on Twitch?
A four hour show where me and a co-host read my community’s stories and we laughed together about them. In a totally constructive way, I swear.