Meet an Indie Freelancer: Gigi Rice

Gigi Rice is a creative force who thrives on work that demands attention. Whether through PR, advertising, or experiential campaigns, she describes herself as a “channel-agnostic creative,” focused on fame, virality, and cultural impact. A Londoner with a stint in New York, she’s built a career on crafting ideas that cut through the noise, whether by making people laugh, cry, or both.

She chases briefs that keep her awake at night, obsessing over the perfect execution. A conceptual thinker at heart, Rice relishes the thrill of pitching—her version of a roller coaster—where ideas are tested under pressure.

Beyond advertising, she’s a playwright whose dark comedy Apricot, tackling abortion, found success in London and at the Edinburgh Fringe. She wears her underdog status with pride, having clawed her way up in an industry where she’s often had to fight to be seen. But in advertising, she finally found her people—where being a misfit isn’t just accepted, it’s celebrated.

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A Great Headline to Describe Gigi?

Rice’s self-crafted headline is: “Live, Love, Laugh, The Work.” She describes herself as a creative who hunts, dreams, and schemes to make the world more entertaining and challenging. While deeply involved in PR and earned media, she believes her approach transcends traditional categories. Her ultimate goal is to create work that garners fame and attention, regardless of format.

https://youtu.be/1tSMxxk-L94

Her Background

Rice has worked in both London and New York, primarily focusing on creating work that generates cultural visibility. She considers herself a “channel-agnostic creative,” meaning she doesn’t limit herself to one specific medium. Whether it’s a product launch, a TV commercial, or an experiential activation, her passion lies in crafting ideas that get noticed.

The Work She Likes to Do Most

Rice loves work that influences how people live, love, and laugh—anything with real impact. She thrives on projects that make people feel something, whether it’s humor, sadness, or a mix of both. When she gets her hands on a brief with real potential, she becomes laser-focused, obsessing over the project until it’s out in the world. She enjoys being completely consumed by meaningful creative work.

Her Core Strengths

Rice identifies two main strengths: conceptual creativity and pitching. As a copywriter, her first instinct is always to solve problems with bold ideas. She has loved coming up with creative solutions since childhood, long before she knew advertising was a career path. She also thrives under pressure in pitches, seeing them as an exhilarating performance—her version of a roller coaster.

What Makes a Good Client?

For Rice, a great client is one who is willing to push—whether that means pushing for bold creative ideas, ensuring top-tier execution, or navigating internal red tape to make ambitious projects happen. She believes that a client’s attitude and determination are more important than the brand they represent. The difference between a campaign that wins awards and one that fades into obscurity often comes down to how much a client is willing to fight for the work.

One Project She’s Most Proud Of

Rice’s proudest work isn’t from advertising—it’s her play, Apricot, a dark comedy about abortion. The play has had sold-out runs in London, a successful showing at the Edinburgh Fringe Festival, and is now being considered for workshops in New York and Chicago. She’s proud of it because writing for theater requires her to create without external boundaries or feedback, relying entirely on her own instincts.

Weirdo, Misfit, or Underdog?

Rice identifies as an underdog and a misfit. In the real world, she feels like a weirdo, but in advertising, she finally found her people. She also describes her career as a constant battle, having to claw her way up in an industry full of setbacks, from COVID-era struggles to layoffs. Additionally, she points out the classism within creative industries, where different types of creatives—such as earned or social creatives—aren’t always given the same respect as traditional advertising creatives.

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