In Episode 42 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden are joined by Kevin Parry, a multidisciplinary creative director whose journey from a Durban non-graduate to an award-winning designer is anything but ordinary. This episode is a raw, honest, and deeply inspiring deep dive into creativity, resilience, vulnerability, and the relentless pursuit of self-belief.
Kevin shares how a turbulent home life, an early exit from college, and years of proving himself from the ground up shaped one of the most well-rounded creative minds in the South African advertising industry. Along the way, we explore big ideas like the courage to be vulnerable, the discipline of doing hard things, and what it truly means to back yourself, even when no one else does.
Whether you're a creative professional, a business leader, or someone navigating your own personal crossroads, this episode will leave you inspired to lean into discomfort, embrace your story, and build something meaningful.
Kevin’s formal education ended abruptly in second year at ML Sultan, a period marked by family turmoil, his mother's admission into rehab, and a spiral into partying and escapism. Rather than dwelling in regret, he channeled that rock bottom into relentless hunger.
He completed a short design course at Herding Cats, taught himself by dissecting the work of designers he admired, and slowly built a career from the ground up; starting in a photocopy shop, then cutting vinyl in a sandwich shop, before landing his first real agency role in Morningside.
One of the most poignant threads of the episode is Kevin's ongoing relationship with self-belief. Despite building an impressive career that included senior roles at TBWA, Modern Museum, and the Hardy Boys, he admitted that the validation he craved came in an unexpected form. When Disturbance offered him a creative director role, he had to decline due to financial constraints at home. But the offer itself became the nod he needed.
"If my idols would offer me a role as a creative director, maybe I've gotten the acknowledgement I needed to actually believe that I'm a designer."
That moment of recognition gave him the confidence to launch his own agency, In The Beginning, a boutique studio focused on design, storytelling, and illustration, which he ran successfully for five years.
Perhaps the most powerful part of the episode is Kevin's unflinching account of his lowest moments from his divorce to the news that his children would be moving to another province. These back-to-back blows brought him to a point where he questioned his reason for living.
What followed was a profound turning point. He entered therapy, embraced vulnerability in a way he never had before, and made a conscious decision to pursue the best version of his life; one small, courageous step at a time.
That journey led him to trail running, then a triathlon, then Ironman; not out of ego, but out of a desire to build mental resilience, connect with community, and create awareness around men's mental health.
Kevin’s approach to physical challenge mirrors his philosophy on life. He didn't enter Ironman to compete; he took it up because it seemed almost impossible, and that was exactly the point. Training taught him that the body can do far more than the mind believes, and that choosing hard things intentionally prepares you for the hard things that arrive uninvited.
"When you intentionally choose to do hard things, you never knew you could do, things that seemed difficult before are no longer that hard."
“The truest form of strength is vulnerability. Everyone kept telling me how strong I was. And I got to the point where I just had to surrender. I'm not okay, I'm not coping, and I need help. That was the most liberating thing I've ever said.” — Kevin Parry
Robertson's Spice Reinvention Kitchen Campaign: Kevin chose this campaign because it showcased collaboration, creativity, and the integration of identity design, interior architecture, and storytelling, as the restaurant physically transformed daily to highlight different spices. The project was deeply rewarding for its multi-disciplinary approach and required months of planning, with each day’s unique theme reflected in both décor and menus.
Watch the Robertson's Spice Reinvention Kitchen campaign.
Kevin Parry’s story isn’t just about design; it's about what it means to keep going when the ground disappears beneath your feet. From a college dropout navigating family trauma to a creative director who has shaped some of South Africa's most celebrated campaigns, his journey is proof that the path doesn't have to be linear to be extraordinary. If there's one thing this episode makes clear, it's that incredible machines aren't born. They're built, one hard step at a time.
Who is Kevin Parry?
Kevin Parry is a seasoned South African creative director with over two decades of experience across traditional, digital, and experiential advertising. He has held senior roles at agencies including TBWA, Modern Museum, First View, and the Hardy Boys, and founded his own boutique design studio, In The Beginning. He is currently a partner and managing director at a leading Durban agency, ITI.
What is the Incredible Machines Podcast?
The Incredible Machines Podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and change-makers from across the continent.
What are the key themes discussed in this episode?
This episode covers creative resilience, self-belief, vulnerability and mental health, the power of doing hard things, experiential advertising, and building a career on authenticity rather than credentials.
Where can I listen to the full episode with Briony Bosse?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcast
🌐 Tim Africa Podcast Hub
LinkedIn: https://za.linkedin.com/in/kevparry
Instagram: https://www.instagram.com/kev_parry/
Facebook: https://www.facebook.com/kevin.parry.735
In The Beginning Website: https://cargocollective.com/inthebeginning
In The Beginning Flickr: https://www.flickr.com/photos/in_the_beginning/
Beyond The Finish Line Instagram: https://www.instagram.com/beyondthefinishline24