30 Years of The Mill | Designer, Luke Lasenby

To celebrate ‘30 Years Of The Mill’ we are turning our focus to the extraordinary people behind our creativity. We asked a snapshot of 30 Makers from across The Mill to share their most inspiring projects from the past, alongside their future-facing insights on the advertising industry and evolution of creative technology. Next up we have Designer, Luke Lasenby who discusses the pioneering nature of Audi 'Birth' and why the creative industry must strive to truly do good over the next ten years.
Community December 17, 2020

What piece of Mill work do you think pushed the boundaries of production creativity & why?

Audi ‘Birth’ is peak car advertising. It makes the hairs on the back of your neck stand up. It’s elevated, intense and visceral. It signalled a shift in Audi’s messaging, from rational to emotional and elevated the car to the level it holds in many car enthusiast’s lives.

What will be the most defining change in the creative industry over the next decade?

The next decade of the creative industries will be exploring what, when, where and how the industries can truly do good and add the most value to the world. We’ll see fundamental shifts in ways of working, output and infrastructure that will require new heights of collaboration with multi-skilled and multidisciplinary creatives, thinkers and makers.


Discover more about 30 Years of The Mill here. We would like to thank everyone who has been part of our history – our clients, our partners, our collaborators and our staff past and present. All of you have been central to making our first 30 years so extraordinary.

You can follow Luke on Instagram @lukelasenby1.