10 Oct 2025
We ask a different figure from the local community to choose 10 questions to answer from a list of 50. This week: Chermine Assadian, a global creative director in advertising who has been living in St Albans with his family for the last seven years.
Working across Paris, Dubai, Amsterdam and London for almost 30 years, he has been involved in various award-winning campaigns for prestigious brands. He launched the Airbus A380, made London double decker buses run on coffee fuel, introduced the Adidas Futurecraft4d, (one of the first 3D printed trainers), and created some pro-bono projects to help charities and organisations dear to his heart.
In 2024 his ‘Waiting to Live’ campaign for NHS blood and organ donations was named most awarded campaign in the UK (according to the prestigious WARC ranking). But more importantly out of the kids featured in the campaign, more than 50% received their life-saving transplants.
Where do you go to listen to music?
In my living room, until one of my girls decides she knows better and changes it to something only a five year old or someone with questionable taste would listen to… to be fair I have discovered some interesting K-pop bands recently.
What’s the first thing you do after you’ve woken up in the morning?
First challenge of the day: wake up everyone in the family if it’s a school day, prevent everyone from waking us up if it’s not. Somehow neither of them ever goes according to plan.
How often do you check your phone?
Too much. Whenever my phone whispers in my ear that I am her slave and I can’t live without her. Sad.
Are things getting better or worse?
Worse. Sorry, I’m not the one to uplift you. I love geopolitics but the more I learn, the angrier and sadder I get. Knowledge is definitely a curse. Which is quite depressing when you raise kids.
Where do you most like to have a picnic in St Albans?
Two gardens: first the Vintry Garden such a lovely closed little park, feels safe and out of time. Secondly our own garden, same as the other one but just a bit less grand and out of time.
Have you ever asked for an autograph?
Around 25 years ago. I saw Harvey Keitel in New York. Ran to ask him one. He refused. That was the last time. I can’t blame him, he was walking in the street with his partner and a weirdo came out of nowhere, out of breath towards him…
I also realised at that moment, why would I have another human being’s signature?
Most inspirational St Albans person – living or dead?
Stanley Kubrick, I’d love to know how he faked the Moon landing!
What’s your favourite meal?
My mom’s Iranian/Persian Ghorme Sabzi. With Tahdig [pan-fried Persian rice]. Tahdig is obligatory and stupidly delicious.
Were you well behaved at school?
Nah – misbehaved enough to amuse my friends (and some teachers), smart enough to get away with it!
Which three people, living or dead, would be your ideal dinner party guests?
My Dad and my two granddads I’ve never (or barely) met. Just hearing their voices would be incredible. No celebrities sorry.
