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By Katie Deighton | Senior Reporter

January 10, 2018 | 1 min read

A trip to Japan inspired Now's associate creative director to create her own brand of candyfloss – infused with alcohol in true Soho style. Sarah Levitt tells the story of Sweet Mother Fluffer in the latest episode of Creative Pursuits.

Levitt creates her alcoholic candyfloss at home in Canonbury, mixing sugar, liquors and flavourings in a pink flossing machine bought from Amazon. Her housemates have become accustomed to trays of sugar soaking in different liquors and the wisps of sweet fluff that fly into the air when the granules are whipped into their soft shape.

As for the brand, the pastel-hued Sweet Mother Fluffer, Levitt treats it as “self-indulgent fun”.

“I love finding inspiration wherever I go and turning that into something physical like your own company,” she said. “It’s been really interesting to build a brand that’s my own. It’s mad that I’m my own client in a way.”

Creativity NOW Career

Other episodes in the series

Episode 1

Why Wunderman’s Ian Haworth goes cold water swimming at 6am every day | Creative Pursuits

Introducing Creative Pursuits, The Drum’s new video series uncovering the weird and wonderful hobbies undertaken by the industry’s marketing matter. First up is Wunderman executive creative director Ian Haworth, who rises with the lark six days a week to swim in Hyde Park’s Serpentine lake.

Episode 2

Why Iris’s Lolly Morris doodles pictures of strangers’ selfies | Creative Pursuits

In the second episode of Creative Pursuits, The Drum asks why Iris’ design director Lolly Morris has created the alter ego of Stalker Doodle – an anonymous Instagram artist that recreates strangers’ selfies in Post-It note form.

Episode 3

Why Saatchi & Saatchi’s Mia Silverman collects KitKat wrappers | Creative Pursuits

When she’s not creating work in her role as art director at Saatchi & Saatchi, Mia Silverman enjoys football, drawing and painting. But her most unusual hobby is adding to her 13-year-old collection of KitKat wrappers.

Episode 4

Why McCann’s Dom Butler co-founded a feminist Christmas tree angel brand | Creative Pursuits

Women To Look Up To, the side project of McCann London creative Dom Butler, marries modern feminist idols with the traditional festive tradition of placing an angel on top of the Christmas tree.

Episode 6

Why DigitasLBi’s Matthew Jacobson practises the art of magic | Creative Pursuits

By day, Matthew Jacobson is the global executive design director of DigitasLBi. By night, he transforms into his magical alter-ego, with tricks and illusions he’s practiced since he was seven years old.

Episode 7

Why Code Computerlove's Louis Georgiou has collected 1,500+ Transformers | Creative Pursuits

Louis Georgiou, Code Computerlove’s co-founder and managing director, is a self-proclaimed obsessive character – a trait no better illustrated than by his collection of more than 1,500 Transformers figurines.

Episode 8

Why LinkedIn's Jason Miller spends his nights photographing rock stars | Creative Pursuits

Not content with simply heading up content and social at LinkedIn Sales and Marketing Solutions, Jason Miller spends his evenings photographing the most rock ‘n’ roll of bands and musicians – and editing pictures into the early hours of the morning.

Episode 9

Why TMW Unlimited's Jennifer Cownie reads tarot cards | Creative Pursuits

Jennifer Cownie may have the word ‘strategic’ in her job title, yet outside of work it’s empathy and emotion that drive her creative pursuit of tarot card reading.

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