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    August 2017 Mid Year Report Card — Avi Oron

    By Mike MorgeraUpdated:No Comments1024 Views

    1) It seems the priorities in advertising have changed. The current trend is pushing quantity over quality. With all the opportunities and placements for advertising across all media, there seems to be less thought and care that goes into developing and executing good creative ideas. Everything is over tested and safe, which has led to most advertising being uninspired and overdone. There is an illusion is that there are fewer opportunities to flex our creative muscles and utilize our craft. But now is the time to break through the white noise and create something sophisticated, daring and bold; pure entertainment that will resonate with viewers.

    4) Advertising used to be entertainment. People would watch and be engaged by commercials on television. The dynamic has changed dramatically. Thinking beyond today in the near future, I believe that viewers will push back and turn off the ads whenever/wherever they can. There is an overabundance of advertising being pushed to viewers. We tend to create what is falsely considered suitable for their tastes and forgot about what is engaging and compelling. If we just get back to the basics and offer entertaining and emotional stories, we will have a better way to connect with the targeted customers.

    6) Technology doesn’t make the craft, people do. We don’t see enhancements in technology as a creative solution. If anything, technology, with all its advantages, is actually hurting the creative process by taking away the layers and depth that is required for high level creative, as it is just a tool. Giving someone a hammer does not make them a carpenter.

    Avi Oron
    owner/editor
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    Director Kacper Larski Joins RSA Films For Spot Representation

    Tuesday, November 12, 2024

    RSA Films has added director Kacper Larski to its roster for commercial representation in the U.S. Larski is known for his work in automotive and sport, and a style of filmmaking which features epic visuals and gripping montage, often combining the real and surreal. Among his most recent commercial films are Garmin’s “Fenix 8” (direct to brand), U.S. Army Reserve’s “Helper” (DDB Chicago) and Bushmills Whiskey’s “Follow No One” (Mekanism). He’s also directed campaigns for Hyundai, Jeep, GMC, Subaru, VW, Mazda and Chevrolet.

    Larski’s distinctive aesthetic emerged in one of his first projects, Land Rover’s “68 Years Later,” which won a Cannes Young Directors Award in 2016. Two years later, he directed the “Greatness is Rare” campaign for BBDO Toronto and the Canadian Paralympic Committee which won Cannes Lion Gold. Prior to joining RSA, Larski had most recently been repped in the U.S. market by production house Eleanor.

    “The camera and film for me have always been about the ability to live 1,000 lives,” Larski said. “Stylistically, I want to transport viewers in whatever stories I’m telling--a super athlete’s runner’s high, a skier’s dream powder, a giant’s tale, even driving in space.”

    “Kacper is one of the most exciting filmmakers I’ve seen over the last several years,” said Luke Ricci, president, RSA Films US. “Whether it’s a character, an emotion, an environment, car or other product, he has a special and distinctive way of capturing and articulating the world around him in all his work. He is a fantastic addition to our RSA family.”

    “Joining RSA is a dream come true,” Larski said. “The roster includes some of the best filmmakers in the world, with founder Ridley Scott... Read More

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