“A thoughtful gift for our school library: journalist Christina Chaleplidou offered us a book on the craft of reporting. A small gesture that inspires our students to stay curious and ask real questions.”

Behind the… Mic and the Screen

Our English Media Lab Visit to ‘New Work’

A few days ago, the English Media Lab of the 3rd Junior High School of Kalamaria had the chance to step inside the world behind the ads, jingles and podcasts we hear every day. Instead of watching a video online or doing a virtual meeting, we actually visited the headquarters of ‘New Work’ in Thessaloniki — and the moment we walked in, we were genuinely amazed. The offices were stylish, warm and full of creative energy. It felt like a place where ideas don’t just exist; they grow legs and start running.

We were welcomed by Βίκυ Παπακώστα, Creative Director, who writes scripts, organises productions and works as a voice artist. She immediately made us laugh by saying she wasn’t sure whether we knew where we had arrived or whether we just came with “twenty unstoppable questions”. To be honest… it was the second one.

Alongside her we met Γιώργο Μπουρλετσικά, Art Director, the graphic designer behind many hand-drawn typefaces and visual identities. Hearing him talk, we realised for the first time that fonts aren’t “just there” inside a computer — someone actually designs them, line by line, by hand. We also met Βασίλη Σάκκα, Sound Director, whose voice we had probably heard on the radio long before meeting him. He works in sound design, radio production and voice-overs, and explained how a single word can take five different takes to sound “right”.

As we explored their offices, we quickly understood that advertising is not simply “a TV commercial”. It’s a whole chain of people, ideas and skills working together. An idea begins with talking, questioning and thinking. Then it becomes text. Then image and design. Then sound or video. As they told us, “the idea travels from one room to another until it becomes something real.” Walking through those rooms, we could literally see that journey with our own eyes.

We asked whether New Work collaborates only with large companies or with smaller ones too. Their answer surprised us: the range is huge. It can be a business card for a local hairdresser in Kalamaria, or a big TV commercial with actors, directors, make-up artists and full sets. And although producing an ad is one cost and distributing it is another, many well-known brands trust them — sometimes for full productions and sometimes for just part of the work, like voice-overs or graphic design. If you have heard the Galaxias supermarket ads, you have already met their voices without realising it.

One of the most exciting moments came when they invited us into the podcast and videocast studio. Suddenly, we were not just visiting; we were participating. We sat in front of the professional microphones, recorded small messages of our own and took photos like mini-creators. Hearing our voices through their equipment was both funny and shocking — we never imagined how different we sound when recorded properly.

Then we visited the recording studio, the place with the famous Recording sign outside the door. Inside, we saw how a real voice-over session works. We watched the sound engineer control every detail, from the computer to the microphone levels, and we realised how much patience, precision and passion this job requires. The space may look fun and modern, but behind the glass there’s a lot of technical skill and creative discipline.

At one point, we asked the question all teenagers secretly want to ask: “Did you know at our age what you wanted to do?”

Their answers were real and reassuring.
• Vicky wanted to become an archaeologist.
• Vasilis grew up loving radio and followed that path until it led him into sound design.
• Giorgos thought he would become a reporter — until stress pushed him toward graphic design.

We realised something important: you don’t need to have your entire life decided at 15. The important thing is to stay curious and open.

Of course, we talked about Artificial Intelligence. They didn’t sugar-coat anything. AI is already changing the industry, helping with editing, speeding up tasks and generating images that used to require long searches in photo banks. But they also told us something meaningful: people will always want human contact. Clients like speaking to Vicky, Giorgos or Vasilis, not just typing into a system. Creativity needs tools — yes — but it also needs people.

We were also curious about casting, especially for ads with kids. We were surprised to hear that in Thessaloniki it works in a very simple, almost family-like way. Because there are no big casting agencies for children, they often work with kids they know: neighbours, relatives, friends or even students from schools. And no — you don’t have to be an actor to do voice-over. Personality and clarity can be just as important as acting experience.

Finally, we wanted to understand how a brand’s identity is created from scratch. Giorgos explained that it begins with listening: to the client’s values, goals and audience. Then comes research, design proposals, feedback and more improvements. It’s not magic or sudden inspiration — it’s a structured, thoughtful process.

By the end of our visit, one message had become very clear: behind every logo, every poster, every radio spot, every thirty-second video, there is a team of real people who once had the same questions we have now. Creativity is not just talent; it’s teamwork, persistence and the willingness to experiment without fear.

New Work welcomed us generously, showed us their world, and answered everything we threw at them. For us, this visit wasn’t just a school activity — it felt like a real-life window into the world of professional creativity, and we left feeling inspired, curious and full of new ideas.