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Interview with Mick Greenwood, Director of Visual Content of Culture Trip, UK

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Mick Greenwood

As Director of Visual Content, Mick is responsible for heading the creative work across all visual content in Culture Trip, putting together stories and the uniqueness of a place in terms of its people and its culture.


Culture Trip | Muse Awards

Interview with the 2019 Muse Creative Awards Winner - Mick Greenwood

1Tell us a bit about your business and what you do.
I head up the creative work across all the visual content. Culture Trip is a global startup operating in travel, media and entertainment. With offices in London, New York and Tel Aviv, it features stories that reveal what is special and unique about a place, its people and its culture. In-house creative teams together with a global network of more than 300 freelance creators produce location based inspiration from around the world, including articles, videos, photography, illustration and animation.

Founded by former academic psychiatrist Dr. Kris Naudts, Culture Trip's website attracts approximately 18M monthly unique visitors with 2B+ video views in the last two years alone. The app has been downloaded 2M+ times. With a social media reach of 8M+, Culture Trip brings the world to everyone, and in doing so, brings us all closer together.
2Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
We’re very proud of the creativity displayed by all our teams, particularly in visual media. 

The awards have recognised a range of our work, from longer form video series, like Beyond Hollywood, which was released at Oscars time to highlight other, less-travelled but unique film scenes around the world, to single photo essays with immersive and atmospheric imagery, like Valencia’s Las Fallas celebrations, which captured a huge public festival with a sense of intimacy and from a unique, dream-like perspective.

In animation, we aim to tell great stories in a visually rich way, like Born and Raised in NYC, where we follow the ashes of Maureen as she rides the Coney Island Cyclone, a rollercoaster she always wanted to, but didn’t get to ride while she was alive. It creates a sense of a place through a sensitive, people focused story, with an inspirational tone.
3What was the biggest challenge with this project?
The challenge with most of our projects is to represent a locals’ perspective and retain that authenticity of voice in a work appealing to a global audience. We do that through our network of creators around the world and a lot of research.
4How has winning an Award developed your practice/career?


We’re really pleased to have picked up nine Muse Awards as the standard is always consistently high. The recognition is great for our young and talented content teams. It has already spurred us on to bigger and more creatively diverse projects.
5If you were a student entering this industry or an aspiring Muse Award submitter, what advice would you give them?
I would say keep a distinctive voice, concentrate on telling really strong stories and add multiple layers where you can. The projects you’re most passionate about are the ones that will usually resonate the best.
6What is your key to success? Any parting words of wisdom?
I think the best way to succeed creatively is to find the right collaborators and surround yourself with diverse perspectives. A bit of creative conflict, based on a foundation of trust and empathy, goes a long way. If everyone around you is nicely agreeable you’ll get nice work but not great creative work.
7Do you have anything else you would like to add to the interview?
The best piece of advice I ever got was to do more and more work, and to make every project the best it can be. Even projects that call for limited creativity can be a chance to push expectations.


Winning Entries

Culture Trip World Tradition and Street Art Collide | 2019

Culture Trip World Tradition and Street Art Collide | Culture Trip | Muse Awards
Tradition and Street Art Collide at Valencia’s Las Fallas. To celebrate spring’s arrival, Culture Trip commissioned a package... (read more)

Culture Trip Beyond Hollywood |
2019

Culture Trip Beyond Hollywood | Culture Trip | Muse Awards
Beyond Hollywood, a Culture Trip original video series, celebrates lesser-known film industries in stunning... (read more)

Culture Trip Hungerlust |
2019

Culture Trip Hungerlust | Culture Trip | Muse Awards
Hungerlust, a Culture Trip original video series, is a food show that’s not really about food. Hungerlust tracks eight proud locals... (read more)

Culture Trip Van Gogh Immersive Digital Exhibition

Culture Trip Van Gogh Immersive Digital Exhibition | Culture Trip | Muse Awards
Van Gogh Immersive Digital Exhibition We were one of the first publishers to capture this kaleidoscopic digital exhibition dedicated... (read more)

Culture Trip World Tradition and Street Art Collide | 2019

Culture Trip Traveling African American Rodeo | Culture Trip | Muse Awards
Inside the USA’s Only Traveling African American Rodeo. Culture Trip commissioned photographer... (read more)

Culture Trip Born & Raised in NYC | 2019

Culture Trip Born & Raised in NYC | Culture Trip | Muse Awards
Born & Raised in NYC. As part of an ongoing series, we are commissioning films that celebrate the unique cultures and... (read more)

Culture Trip A Week In Tokyo | 2019

Culture Trip A Week In Tokyo | Culture Trip | Muse Awards
A Week In Tokyo. As part of an ongoing series, we are commissioning films that celebrate the unique cultures and... (read more)

Culture Trip Heart of the City | 2019

Culture Trip Heart of the City | Culture Trip | Muse Awards
Heart of the City is about discovery. Set in a disused apartment block that’s been repurposed as creative studios... (read more)

Culture Trip Pedra Do Telegrafo in Rio de Janeiro | 2019

Culture Trip Pedra Do Telegrafo in Rio de Janeiro | Culture Trip | Muse Awards
Pedra Do Telegrafo in Rio de Janeiro. At Culture Trip we explore whats special and unique about a place... (read more)

Culture Trip

Culture Trip


Culture Trip is a startup focused on travel, media and entertainment. They create stories that reveal what is unique and special about a place, its people and its culture.


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