“…when there’s a challenge or even a crisis, I tend to slow down and treat it almost like a game to solve…”
Play is often treated as something we grow out of – a childhood phase replaced by seriousness and responsibility. And yet it continues to shape how we think, work and relate to others throughout life.
In this series we ask a simple question: what did play do for you?
Here, Sharky + George co-founder Charlie Astor reflects on school adventures, sneaking into forbidden woods called “Narnia”, and why treating problems like puzzles has become one of his most useful professional habits.
In the course of your work, what are you most proud of bringing into the world?
For me it’s the transition from children’s parties into serious adult events. We started with kids’ parties, but we tried to buck the trend of the traditional children’s entertainer. George and I were just two young guys having genuine fun and we were able to get the children to come with us on that journey. In fact, parents would say, “That looks amazing… Can you do my 40th?” and then “Can you do something for my team at work?”
I remember an early hen party where the organiser specifically said, “We don’t want anything grim.” We turned up and the bride literally ran away thinking we were strippers. Instead we played grandmother’s footsteps, tug of war and had a water fight – exactly what we’d do at a six-year-old’s party – and they absolutely loved it.
Later, creating Midnight Madness in 2018 was probably a watershed. It was one of the first big, truly grown-up experiences. Then projects like the dystopian future party, which started as “do a disco” and became a fully narrative-driven world with secret experiences, nefarious robots and resistance movements. That showed we could stretch creatively in the adult space.
Challenge 24 was another milestone, where we really nailed a brief that was about inclusivity and seeing it land successfully with the senior leadership team of a major corporate client – that felt significant. Finding that we can bring adults on the same journey as we did for the children in the early days was a real lightbulb moment and the offering really isn’t that much different!
What did play look like for you growing up?
Boarding school at seven years old was hugely formative. You’re constantly with friends, constantly playing games, sneaking “out of bounds.” There was an area of woods we weren’t allowed into called Narnia, and we’d go there to build dens.
I think that stretching of boundaries definitely contributed to the way George and I did those early parties, which were defined by the active, engaging energy we brought but also the mischievous streak that ran, and still runs, through everything we do.
It is a bit of a chiché, but with no computer games and with woods and fields to explore and run around in instead, that really did push my imagination. Doing that with my children now really is my happiest place.
Can you trace a line between play and something you later became good at?
Yes, I think play influenced the way I approach problems.
The old strapline we had – “finding the fun in everything” – really does come straight from childhood.
When there’s a challenge, or even a crisis, I tend to slow down and treat it almost like a game to solve.
I’m a keen sailor and spend quite a lot of time on boats with friends. Out there you often get little semi-crises, like when something breaks or the weather turns and you have to work out what to do. Rather than panic I actually quite enjoy the practical challenge of deliberately slowing down and figuring it out.
A lot of our work is similar. We’re constantly solving multi-dimensional problems – creative problems, logistical ones and human ones – and that mindset definitely helps.
When you hear the word “play” now, what does it mean to you personally and professionally?
Personally, it’s about bringing people together.
At my kids’ previous school I started a Curry Club (I was inspired by George who had done the same) – basically getting all the dads together. From that came sailing trips, playing sport, watching sport, having a few curries, but most importantly nurturing connections into real lasting friendships. I’ve done similar things at their new school: building little communities around you and your family.
Professionally, it’s getting into that ‘flow state’ when creating something new. When you get a brief and start running with it, thinking of suppliers, building a narrative and imagining how it will unfold, that sense of total immersion is addictive.
How can play change people and groups?
I’ve seen people walk into events determined not to enjoy themselves.
At a very smart party in Scotland, one woman said she didn’t want to get involved as it was not her ‘sort of thing’! She was made a team captain begrudgingly anyway. One of the many challenges involved yoga poses and she turned out to be brilliant, doing these extraordinary poses while everyone else did basic downward dog. It really lifted her up and gave her a sense of pride which in turn sent her into a flow state of competitive play!
Within half an hour she was racing around desperate to score more points, and when the final whistle blew she wanted to keep going.
Afterwards she said, “I’ve never enjoyed something so much that I was dreading so much.”
What’s one playful habit you’d recommend to someone who thinks they’re “too busy” to play?
It doesn’t have to be big…I once shared a school run with another family who were always late to the meeting point. Instead of nagging, I turned it into a race with my kids. We’d “win” if we arrived first. It became a joke between the families and suddenly they were always on time.
That’s play used as psychology, I suppose. But generally, if something feels tense or stuck, change the setting before you change the subject: a small, playful tweak can unlock a lot.
We’ll be asking the same seven questions to other founders, leaders and creatives in the coming months. If play has shaped you in ways you didn’t expect, we’d love to hear your story. Get in touch via enquiries@sharkyandgeorge.co.uk
See George’s What Play Did For Me interview here.
