On Axis, industry advice, and inspiring creativity with Maria Devereux

Colenso’s Maria Devereux is an ode to a creative career, being at the helm of many award winning ideas, and now being dubbed the Convenor for the 2020 Axis Awards. Here, we chat to Devereux on what she expects to see from entries following Lockdown, and her thoughts on New Zealand’s creative industry.

Covid has thrown a preverbal spanner into every plan this year, awards have been shifted online, and events have been outright cancelled. Yet the Axis Awards which fall start of next year are full steam ahead, and according to Devereux it will be the blow out we all need.

“I’m looking forward to celebrating the work after a really tough year and giving everyone the chance to come together as a country and celebrate that work. Although everyone loves the Axis Awards, I think people are looking forward to it this year more than ever, as it’s something to celebrate.”

Devereux says Axis will come at a needed time, one in which creatives in the industry will acknowledge this year so they can forget it at last.

“I know we’ll see amazing work regardless of the fact that we’ve had a challenging year. I’m hoping that there will be great work to celebrate, because that’s why we all do this, is to make a difference and to create great work.”

She expects to see a tightening of entires, as already in 2020 budgets have restricted and entering awards ain’t cheap.

“I think there is a potential for people to be more cautious about what they enter due to Covid. Budgets may be reduced and entries may be less, if that’s the case people will probably be more cautious and harder about what they enter.”

As its future convenor, Devereux’s advice is simple, yet often the hardest thing to nail; clear communication.

“As a creative that is a lot harder than you would think. When you’ve been immersed in a project it can be hard to suddenly get the perspective to step back and think ‘how do I tell this story’, you’re across so many different details, but what you really need to do is step back go, ‘how do I simply explain this idea’.”

For Devereux, Colenso has been her hub for years, churning out creative ideas for clients and thriving off the inspiration that comes from working within a team. Yet for Devereux, she has the outlook that success needs to be celebrated industry wide, not just in-house.

“I think you have to celebrate the work regardless of who has done it, I think we’re too small as an industry to not like everyone and not want each other to be successful. Having worked in Canada, which was a big industry, they’re not as tight as a group of people like we are down here. We always have that us against the world mantra, too much so to not wish each other well and hope others succeed.”

She has worked both internationally in Canada and in New Zealand, yet for Devereux she expresses her love for the creative hub of Aotearoa.

“I think Kiwi creatives are amazing, I think we punch well above our weight. We often have smaller budgets, and that makes us quite resourceful, and if forces you to think more creatively when you have less to work with.

“There is something very special about this market, having worked overseas, it does feel easier to do great work. The timelines aren’t quite as long, and the projects are often more fun.”

Devereux takes her creativity and inspiration seriously, finding time to sing alongside her husband which keeps creative juices flowing and limiting stress.

“What makes me happy in life is being surrounded by creative people, whether they’re musicians or artists, that’s in life what makes me happy. I live my life constantly in these inspiring creative moments.”

Her advice is simple;

“Relax and enjoy the ride, be kind to people along the way, It’s a small industry.”

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