An Exclusive Interview with Edward Dark: The Creative Voice Behind Catsnake
In an age where effective storytelling can make or break a brand, Edward Dark stands out as a remarkable creative force. As the mastermind behind Catsnake, a renowned storytelling agency, Edward has adeptly navigated the complexities of the industry, transforming abstract narratives into compelling and engaging experiences
There is a popular Bible verse that says the tongue has the power to bring life. Besides the obvious interpretation that your words can bring life to someone’s dull day, words can also bring life through storytelling. And that is what Catsnake: The Story Agency is all about. Catsnake is an agency that raises awareness for charities and brands all through the power of storytelling.
In this exclusive interview, we gain valuable insights into his creative approach, the inspirations behind his work, and the leadership strategies that have propelled Catsnake to success. Join us as we dissect Edward's remarkable journey and his vision for the future of storytelling in a rapidly evolving market.
Meet Edward Dark
Edward Dark is an award-winning director who has worked on iconic films like Harry Potter and collaborated with renowned brands such as UNICEF.
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Catsnake was born from a passion for storytelling, and its roots lie in film. Co-founders Edward Dark and Stephen, both veterans of the film industry, wanted to create something that was more than just traditional advertising. "Initially, we worked with brands and charities, with about 60-70% of our work focused on charities," Edward explains.
Some of their videos unexpectedly went viral, which led them to dig deeper into why this happened. "We realised that our 'audience-first' approach was key," says Edward, referring to a mindset developed from their film background. "It wasn’t about putting a message out there – it was about entertaining first and then delivering the message." This led Catsnake to evolve from a video agency to a full-fledged storytelling agency. "We transitioned to focus solely on charities because it made us happier, and it’s where we produced our best, most impactful work."
With over 30 million views across the internet, Catsnake's approach is clear: "You have to grab their attention," Edward states when discussing digital storytelling. "Online, you're competing with everything from cats on skateboards to The Godfather Part 2. You have to make your audience feel something if you want them to do something."
His experience in Hollywood and with the BBC laid the foundation for this strategy. "The audience-first approach gave us a head start when we were competing against marketing companies putting traditional advertising online," he adds, underscoring the importance of emotional engagement in their work. When asked about staying innovative, Edward is clear: "We hire good, smart people who are keen to learn, grow, and improve." Catsnake’s approach to innovation isn’t just about keeping up with trends. Edward’s business partner, Stephen, is now Head of Innovation, ensuring that the agency remains at the forefront of the latest technologies and storytelling techniques. "We’re constantly exploring new ways to tell stories for charities," Edward explains.
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While they’ve started exploring tools like AI, Edward makes it clear that technology doesn’t replace human creativity. "We don't use AI for creative work because, honestly, it’s not as good as the creatives we have in-house," he says. However, AI has proven useful for tasks like time management and research, making the agency more efficient.
"Online, you're competing with everything from cats on skateboards to The Godfather Part 2. You have to make your audience feel something if you want them to do something."
While Catsnake has worked on many impactful projects, one of Edward's favourites is Time Flies, co-directed with Aardman Animation. "It was a dream come true," Edward says of the collaboration. Working with RSPB over the years has also been a joy for him, cementing Catsnake's reputation for impactful work in the charitable sector.
On a personal level, Edward's greatest inspiration comes from his family. "I spend most of my time with my wonderful wife and fun little boy, Charlie," he shares. "They inspire everything I do – my goal is to help create a world where he can grow up happy and fulfilled." Edward’s drive to make the world a better place is also what motivates him each day, though he jokes about the challenges of being a Tottenham Hotspur fan: "As for Spurs... the less said, the better!"
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A Legacy of Compassion and Impact
At the heart of Catsnake is a commitment to storytelling that changes the world. Edward’s vision for the agency is deeply rooted in compassion: "I want Catsnake to be known as the agency that helps people tell stories that change the world for the better." To achieve this, the focus will remain on emotionally resonant storytelling, particularly in the charitable sector.
“We’ll continue to put the audience first, and I hope that Catsnake becomes the go-to agency for purpose-driven work that leaves a lasting positive impact on society." This commitment to purpose is reflected in Catsnake’s approach to every project.
