S3 Ep30: "Culture Is Ordinary" with Josh Proctor

In this episode of untalented, we sit down with Cultural Strategist Josh Proctor to unpack the hidden “whys” behind culture.  From camping out for sneakers to truths behind “soft clubbing,” Josh explains why friction is essential for belonging. If you’ve ever wondered how brands can stay relevant without being performative, this one's for you. 

Got a minute? Kae, Executive Creative Director at Superside, shares the moment she realised she could lead differently, what “AI-powered” really means for creative teams, and why confidence changes everything. 

Catch up with Jessy Gill from Apna Studios a year after her episode from season 1. Jessy is slowing down, listening harder, and moving with purpose. In this episode, she unpacks the power of going slow to go fast, why community strategy beats top-down branding, and what it means to turn cultural truth into real change. 

Shirin Majid is a multidisciplinary creative director and artist with more than 25 years experience at creative agencies. She reflects on building campaigns that truly matter and resonate. She’s not here to play it polished. She’s here to bite into the ass of life and drag it to her.

What if the art world wasn’t built for you - so you built your own? Marine Tanguy created the world’s first art talent agency, redefined public art, and made it profitable. A breakdown of money, privilege, visual dominance, and the unapologetic ambition behind rebalancing who gets to make it.

Marine Tanguy built MTArt to change how artists are seen, supported, and paid. She believes art should be part of everyday life, not locked in galleries or priced for the few. From public murals to brand partnerships, her model puts creators at the centre.

Tosh Hall doesn’t pull punches. The Global CCO of JKR talks about building cult-like creative cultures, calling out branding BS, and why a logo won’t fix your business. 5 minutes with one of the industry's sharpest minds. 

Jimmy Knowles, Global Head of Experiential at Canva, shares how he brings the brand to life offline, and why “IRL” is bigger than events. 15+ years of strategy experience squeezed into 5 minutes.

Callum McCahon, Chief Strategy Officer at Born Social, gives us a crash course in thinking differently. From the power of subcultures to the future of social-led branding, and why taste is your biggest competitive edge. 

What happens when a cartoonist becomes a global design chief? From sketchbooks to sonic branding, Teemu Suviala rethinks what great creative leadership looks like through curiosity, chaos and contradictions. In this episode, we talk visual music, inconsistent brands, and why curiosity always wins.