From falling into freelancing to building a creative career around visual storytelling, Will George of Rolling Wave Media shares his journey, the work he’s most proud of and why he believes East Anglia is becoming an increasingly exciting place for creatives.
At the 2026 East Anglian Marketing Awards, Will was named Freelancer of the Year, with his trophy presented by Tony Southgate of Ginger Pickle, who sponsored the category.
Recognising the impact of his work as an independent creative, the award celebrates Will’s journey from the film and TV industry to building his own freelance career around visual storytelling and video.
We caught up with Will after his win to find out what the moment meant to him, what he’s learned since taking the leap into freelancing, and why he believes East Anglia is becoming an increasingly exciting place for creatives.
Q: Huge congratulations! How did it feel to win Freelancer of the Year on Friday night?
A: It felt incredible to win Freelancer of the Year! I didn’t expect it at all, especially with 2 other great nominees up for it too. It felt even more special too because I was surrounded by so many people who helped me on my journey to getting the award, such as my girlfriend Faye and great friend and business mentor Stokely Howard. Walking up to the stage, my mind was going a million miles an hour; I couldn’t even tell you what song was playing! Truly one of the best feelings to win it!
Q: What made you decide to take the leap into freelancing back in 2022?
A: Freelancing was something I fell into, in a way, as the film and TV industry is built on freelancers, so I was already heading in that direction. But when I started picking up video jobs here and there in my final year of university, I knew I had to give it a go, and well, the rest is history.
Q: You’ve built your business around visual storytelling and video – what is it about storytelling that makes such powerful marketing?
A: Storytelling is so powerful because it is something we can all relate to. Storytelling is like a universal language which we all understand, and tapping into emotions can be a powerful driver in marketing. No one wants to see boring videos just telling you to buy something; they want to feel something. Most of the videos and ads you probably remember are the ones which have a clear message and story.
Above: Will George [right] accepting his trophy from Tony Southgate [left] of Ginger Pickle, the category sponsor.
Q: What’s a piece of work you’ve created that you’re particularly proud of?
A: A piece of work I am most proud of is probably the website video I created for Mattishall Golf Course last year. There are a lot of reasons for it too. First of which was because of the ‘storytelling’ and emotional aspect of it. The client wanted to capture the friendly and welcoming nature of the golf club, and I really feel I achieved that in the video. I definitely felt those friendly vibes while at the club and feel the video conveys them well.
Collaboration was the next reason. I collaborated on the project with a local web design agency, Serene, who designed the website, and I provided the video for the home page, and I really feel the video looks amazing on the website. I was also able to bring on a second camera operator for the shoot, who was a massive help and also was a great golfer, which assisted with some of the shots. Finally, I got to cruise around the golf course for 2 days in the sun in a golf buggy! I wish I had one of those on every shoot.
Q: What have you learned about running your own business that you didn’t expect when you started freelancing?
A: What I have learnt about running a business is how much other stuff is involved that isn’t just creating videos. You really have to do and be every role in a business, and it can get overwhelming, but learning to do each aspect of them has helped me out massively. Another is how many amazing people you meet. You spend a lot of time at networking events, and even if you don’t get to work with the people you meet, it is always amazing to hear their stories about their own business journey.
Above: Will George [left] on a shoot with client Chris Reeve [right].
Q: What do you think makes a great client relationship?
A: What makes a great client relationship is great communication. Because being in video, there are often a ton of ideas and visions flying around, so you need to communicate exactly what is going on well to the client. I also think flexibility is a big part of it; having a client who is open to ideas and thoughts and not totally rigid with what they are looking for, since the client has hired you for your expertise. And also just being a good person too really helps with client relationships, as there are so many times where a ‘nice’ person will get hired over a ‘grumpy’ skilled person just because you are fun to be around.
Will’s Advice for entering awards
I think the process of entering awards helps you reflect on the work you have done and achieved, which is really great.
And don’t doubt yourself and your skills as a freelancer, as we all hate shouting about what we do, but self-belief is so important as a freelancer. So go for it!
Q: What’s the biggest challenge – and the biggest perk – of being a freelancer?
A: The biggest challenge as a freelancer is definitely the unknown. You never know what is coming next, which is scary and exciting, as you can’t predict your finances, availability or even the next job you’ll be doing; one minute it is a golf video, the next is a promo for a tech company. And the biggest perk is similar in that you get to pick the clients you get to work with. You could build your whole business around working with golf clubs, or you could make videos just for tech companies; but with a full-time job, you are just told what you are filming. Also, don’t be fooled into thinking that freelancers take ‘unlimited holiday’, that really is not true at all. It is more the opposite; I have to force myself to take time off. But either way, I still love what I do.
Q: What advice would you give to someone considering entering the EAMAs in 2027?
A: I think everyone should enter the EAMAs for 2027. When writing my submission, I really didn’t think I would make the shortlist, let alone make the finalists and then win. I also think the process of entering helps you reflect on the work you have done and achieved, which is really great too. And don’t doubt yourself and your skills as a freelancer, as we all hate shouting about what we do, but self-belief is so important as a freelancer. So go for it
Q: Finally, what makes East Anglia a good place to build a creative freelance career?
A: East Anglia is such a good place to be a creative freelancer because Norwich has such a good creative community and vibe to it. I think having Norwich University of the Arts really helps with that too. The creatives locally are so welcoming too and all great people. I also think everyone thinks you have to be in London, but you really don’t. The work from London has expanded out of the capital and is landing in places like Norwich, and you can really see it through the quality of the local work. I really think over the coming years, it is only going to get better and better in Norwich, and I can’t wait to see what a hub of creativity Norwich becomes in the next 5-10 years.
Why We’re Sharing This
At the East Anglian Marketing Awards, we want to celebrate more than just the winners on the night. These interviews give us the opportunity to share the stories, experiences and advice behind the people and businesses being recognised across East Anglia’s marketing community.
Will’s story is a brilliant example of what can happen when you take a chance on yourself, build a career around the work you love and become part of the creative community around you.
Congratulations again to Will on being named Freelancer of the Year at the 2026 East Anglian Marketing Awards.