Welcome back to Big Ideas, ADWEEK’s series in which we talk to the industry’s top creative minds.
This installment features John McKelvey, founder and chief creative officer of indie agency Mirimar. ADWEEK’s 2024 Breakthrough Agency of the Year is behind work including Rocket Companies’ 2025 Super Bowl ad and the global campaign for Beats Pill’s collaboration with Kim Kardashian.
McKelvey breaks down how filmmaker Adam McKay’s approach to storytelling has inspired his work in advertising and why tonal range is a vital skill for creatives. He also opens up about what keeps him up at night about the industry.
What’s a piece of culture outside of advertising that has inspired your work?
The Big Short directed by Adam McKay. It still holds up over a decade later.
What’s wild is that McKay is also behind Anchorman and Step Brothers, the pinnacle of silly. He made Vice and Don’t Look Up, and was the head writer on SNL for several years.
What I admire is his tonal range. He’s apparently one of the best at improv—smart, fast, quick-witted. He once said he was doing comedy improv but no one was doing dramatic improv, which opened up ways to access both sides of yourself and understand the timing for both storytelling vehicles. He’s shown how drama and comedy share so much.
I really admire someone who has a vast tonal range but is fully committed to the story they’re telling at that moment. That unlocks something in the people around him too—famously, Steve Carell.
At Mirimar, we strive for that. We don’t have a set style. We listen closely to what clients want, then come back with a solution that feels right for that moment. Tone comes later. That’s why we can move from fun, pop-silly things, like Beats’ buddy-film comedy, to the emotional Rocket Super Bowl spot about homeownership. Same team, 100% authentic in both genres.
