Creative Heroes: Isambard Kingdom Brunel
For many, the word creative conjures up ad land legends, artists…the usual suspects. But for Laurence Bray, co-founder of Double W Worldwide, creative hero status belongs to a top-hatted Victorian engineer: Isambard Kingdom Brunel.
In a recent interview with LBB, Laurence explained why he sees Brunel as more than just a historical figure. “He was a true pioneer, someone who understood that to be great, you can’t just follow the blueprint, you have to rewrite it.” That mindset, Laurence says, is as relevant today as it was when Brunel was building bridges and steamships. “In media, we’re often faced with the same challenge. We either churn out what’s expected, or we take a risk and build something that’ll outlast us.”
Laurence traces his connection with Brunel back to childhood. “I remember seeing the Clifton Suspension Bridge after a family Christmas lunch. You couldn’t ignore it. It made me realise the importance of impact in creative work.” That early moment has stuck, shaping how he approaches campaigns: not just as a way to sell, but as a chance to create something people can’t look away from.
Though Brunel died long before advertising was even a thing, Laurence has spent years reading about his work and his way of thinking. “He wasn’t just an engineer, he was a master of storytelling. Every railway, every bridge was part of a bigger narrative. He literally connected people.” And while we now talk about brand journeys and campaign narratives, Brunel was telling stories in iron and stone long before those terms existed.
One of the key things that resonates is Brunel’s appetite for risk. “Too often, we settle for creative that works, but what about creative that surprises? Brunel defied expectations. He didn’t just tick the box, he redefined it.”
That attitude has filtered into Laurence’s own process. “Even if a bold idea never makes it past the pitch, there’s satisfaction in pushing the boundaries. You’ve got to ask: what’s the next leap? Is it a creative built on Uber, Spotify, or a brand partnership that flips the audience dynamic?”
The project he keeps coming back to? The Great Western Railway. “It wasn’t just transport. It changed how people connected, like a good campaign should.”
Then, in a twist of inspiration, he adds: “And there was The Isambard, this weird fake pub at Paddington Station. A creative eyesore, to be honest. But I loved it. It gave me so many ideas just by watching the world go by. It was like a little window into how people behave. That’s gold dust for a creative brain.”
So yes, it might seem odd to hold up a Victorian civil engineer as a modern creative muse. But for Laurence, it’s simple. “Brunel reminds me to be bold. To think big. And to build something that connects people.”
