1) The validation of the social influencer as a bonafide media and production force. Leading up to 2015, there was a lot of buzz about how brands should leverage influencers and their social channels. But in 2015, we saw social influencers legitimized as a creative partner for major brands, not just for small brands with limited budgets.
2) Creating at the speed of culture. One of 72andSunny’s biggest production opportunities was to build the systems and tools that allowed our brand partners to have relevant and timely conversations with their audiences and consumers. The challenge has been to create at the speed that culture moves while maintaining quality. This resulted in us building HECHO EN 72, our in-house studio and production company which is designed to provide bespoke production solutions for 72andSunny and our brands.
3) The work that I am most proud of is “Left Swipe Dat” for truth. Not because it was the most cinematic work or the most interactive thing we made, but because it was one of the most impactful and modern things we’ve created. It was also one of the most difficult things we made. The biggest challenge was creating something that leveraged culture while at the same time truly effected culture.
4) Social content production. The industry is going to hone its skills on producing on an “always on” basis. We need to think more like a newsroom and less like a traditional advertising agency. This will result in a higher volume of assets being produced through in-house production studios and with a diverse range of partners.
