What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
We’re in the business of firsts and doing things that have never been done before, and this year COVID-19 forced us to innovate in a million small ways. Taken together, the business has dramatically changed and is more flexible and capable than ever before.
A big learning has been how we can re-purpose a framework or production solution and build it into a reusable platform. We’ve done this with software solutions leveraging computer vision and live stream polling.
Our clients are going to prioritize creative solutions like this because they provide immediate business results, while maintaining the quality clients demand, efficiently. That’s what production companies do best. As creatives and producers, we need to understand these business needs and be able to provide solutions that meet the needs of the world’s best brands.
This isn’t the death of branding or campaign led work, but it shouldn’t be the only thing your business is built on. I’m excited about how Tool has continued to work with our directors to develop well-crafted creatively-driven work, while also diversifying into software and practical solutions that offer scale and ease of use.
How will the events of 2020–from the pandemic to the call for social and racial justice–impact the content you create and/or the way you work?
A lasting change is how we find new talent, particularly diverse storytellers.
For me personally, my “aha” moment was that Tool needed to become more diligent in pushing outside our network to discover new creatives.
To shake up our foundation, we now look beyond a standard 3 spot “commercial” reel. What’s important is that we look for the creative spark in a director and make a leap of faith and trust that using our platform to create opportunity will help talented individuals become the next wave of commercial directors.
It’s working well. We’ve had some amazing, new directors join our roster and are already producing work for Allstate, Ford, Root Insurance, and others.
We’ve also been supporters of Manifest Works and FreeTheWork and now Bid/Black. We’re going to keep pushing and improving and very much look forward to evolving the teams and talent that we work.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We’re working on something with a major pizza brand that is a fun antidote to being quarantined. And because we’re Tool, we’re adding a bit of tech magic so the at-home experience is gamified.
What I love about it is that it’s integrated directly into the packaging and organically becomes a part of the eating ritual. We loved working with the agency and client and can’t wait for it to come out in March!
