The times they are a-changin’—often at an accelerated rate, but sometimes at a glacial pace. The latter is evident relative to the lack of diversity in the industry at large, an issue which has attained a higher profile as of late, sparked by the omission of Selma lead actor David Oyelowo and director Ava DuVernay from the slate of this year’s Oscar nominations. DuVernay also didn’t make the final nominees cut for the DGA Awards.
Whether or not DuVernay and Oyelowo’s impressive performances were nomination worthy remains the subject of debate, but clearly assorted studies document an underrepresentation of ethnic minorities and women in TV and film both behind and in front of the camera. Perhaps this latest Academy Award controversy will spur more self-reflection, raise awareness that a problem exists, and promote greater hiring diversity. Will reform take hold or is this another topic de jour that will fade away? That’s a prime question for 2015.
At the same time, progress that has been realized on the diversity front underscores just how profound and constant that change can be in today’s evolving media landscape. Since 1980, the DGA Awards has maintained a Commercials category. Prior to this year, though, only one woman had ever been nominated for Best Commercial Director of the Year: Amy Hill who received a nod in 1998 as part of the helming team of Riess/Hill (Chris Riess being the other half of that duo). Lo and behold, earlier this month, two women were among the DGA Commercial nominees: Lauren Greenfield of Chelsea Pictures; and Katina Mercadante as half of The Mercadantes (the other half being her husband, Daniel Mercadante), a duo who recently joined Park Pictures for spots and branded content. (See this issue’s DGA Awards Preview story.)
The alluded to profound change concerns the project for which Greenfield earned her DGA spot nomination: “#LikeAGirl” for the P&G feminine hygiene brand Always. Her centerpiece viral video for a campaign addressing the stigma of the “like a girl” phrase (“you run like a girl, you throw like a girl,” etc.) has struck a responsive chord, generating 75 million online hits and some 4.5 billion media impressions thus far. An accomplished documentarian (as evidenced by her DGA nomination for The Queen of Versailles in 2013), Greenfield said that the Always initiative changed her thinking about the ad discipline. “The main thrust of my work has been documentaries and photography—what I’ve come to regard as being part of the ‘make-a-difference’ business,” she said. “When I’ve worked in advertising, that’s not always the case. You don’t think as much in terms of making a positive difference in society through advertising though I’ve always tried to infuse something positive in my commercials. But ‘#LikeAGirl’ has made more of a positive difference than anything else I’ve done. I’ve heard countless stories of how parents, coaches, teachers, mentors have turned around the ‘like a girl’ phrase to now instead be a source of inspiration, helping to build confidence in girls and young women.”
The changing nature of media and advertising is dramatically reflected in “LikeAGirl.” “We live in a great time when you can launch an over three-minute piece on YouTube and get 75 million views,” said Greenfield. “You have international reach. You don’t have to be confined to 30 or 60 seconds. You can connect directly with the audience and if they relate to a certain kind of emotional content and an authenticity of storytelling, they pass your story onto others. In the case of ‘#LikeAGirl,’ for me it’s not just about being a female director. There’s also the power of a female audience, the power of diverse voices. Ultimately capitalism can get rid of discrimination. The world is so competitive, we care too much about success and money to discriminate if it’s going to get in the way. Millions saw this video—it was great for the brand, great for sales and in the process made a positive difference in the world.”
Streaming content
Online platforms figure to continue gaining prominence in the media mix in 2015. Just a couple of weeks ago, Amazon’s Prime Instant Video made history when its show Transparent won a Golden Globe for Best Comedy TV series, a precedent-setter for a web-only production. The original series stars Jeffrey Tambor as a transgender parent to three grown kids. Later Amazon Studios announced that it struck a deal with Woody Allen to create and develop his first TV series.
Amazon Prime Instant Video is in competition with the likes of Netflix, Hulu, Yahoo, Screen and others in streaming original content as well as movies and TV shows. Netflix is the leading paid streaming service with more than 50 million subscribers worldwide. Taking advantage of Netflix’s reach are such documentaries as Virunga, directed by Orlando von Einsiedel, exec produced by Leonardo DiCaprio, and nominated for a Best Feature Documentary Oscar. Virunga is named after Virunga National Park in the eastern Congo. It is one of the most bio-diverse places on Earth and home to the planet’s last remaining mountain gorillas. In this wild, but enchanted environment, a small and embattled team of park rangers—including an ex-child soldier turned ranger, a caretaker of orphan gorillas and a dedicated conservationist who’s a member of the Belgian royal family—protect this UNESCO world heritage site from armed militia, poachers and the dark forces struggling to control Congo’s rich natural resources. When the newly formed M23 rebel group declares war, a new conflict threatens the lives and stability of everyone and everything they’ve worked so hard to protect, with the filmmakers and the film’s participants caught in the crossfire. (See this week’s Road To Oscar, Part 12, for more on the documentary and filmmaker von Einsiedel.)
Director von Einsiedel hopes Virunga will raise awareness of the situation in the Congo and prompt people to become engaged and to help to do something to protect the park. Von Einsiedel cited the importance of the documentary having the Netflix platform. “Millions of homes in 50 countries—it’s the biggest reach we could have hoped for,” he said. “At the same time we’ve continued to screen the film to strategic audiences—for the European Union, the UN, the U.K. parliament, in Washington, D.C.”
An increasing number of people are watching TV by streaming video on personal computers, tablets and phones or via set-top boxes like Amazon Fire TV, Apple TV or Roku. The critical acclaim and hit status of such shows as Transparent on Amazon.com’s Prime Instant Video, and House of Cards and Orange is the New Black on Netflix prove that people will view original content on streaming services without hesitation.
Audiences are becoming platform-agnostic, a dynamic that even applies to commercials that will be on broadcasting’s marquee event, the Super Bowl telecast this weekend on NBC.
Teasers for Super Bowl ads, and the spots themselves are gaining prior exposure and generating buzz online. The Big Game online/broadcast dynamic is exemplified in the teaser Snickers candy bar spot—directed by Jim Jenkins of O Positive—that BBDO New York released online last week on the official Snickers YouTube page. The ad spoofs The Brady Bunch by recreating the iconic Marcia Brady hair brushing scene with action movie mainstay Danny Trejo as a gruff, hostile version of Marcia who doesn’t at all resemble the girl next door. And for the first time in brand history, Snickers is empowering fans to help reveal the full commercial prior to Super Bowl Sunday. Fans can ask to have the spot released early through a number of social media activities, including watching the teaser on SNICKERS YouTube, Facebook or Twitter pages, as well as liking, commenting, sharing or re-Tweeting the video from those platforms. Fans can also utilize the branded hashtag, #eatasnickers. If consumers generate 2.5 million social media engagements before Super Bowl XLIX game kick-off on Feb. 1, Snickers will release the entire 30-second spot early.
Net neutrality
Of keen interest to Netflix and the like, as well as consumers, is net neutrality, a concept advocating that all websites be treated equally even if the amount of traffic they attract strains an online network’s capacity. During February, there may be some clarity brought to the net neutrality issue.
Back in November, President Obama stated that he favors governing Internet service providers like telephone companies in order to preserve a “free and open” Internet. Tom Wheeler, president of the FCC, indicated at the Consumer Electronic Show in Las Vegas earlier this month that he favors tougher regulations to ensure that everyone has the same access to free content online.
Wheeler plans to unveil his proposal for net neutrality on February 5. Currently the FCC is slated to vote on the issue on February 26.
Major Internet service providers oppose the public utilities regulatory approach, contending that it would discourage them from investing in network upgrades while resulting in the loss of jobs.
Any revision to Internet regulations must be approved by three of the FCC’s five voting commissioners.
Consumer activists overwhelmingly support regulation to ensure net neutrality. They are apprehensive that lack of regulatory oversight could translate into online service providers such as Comcast, Time Warner Cable and Verizon creating a two-tier system that moves Internet traffic into fast and slow lanes.
This would mean that only those companies paying extra tolls would be able to reach the widest audiences at optimum speed, making it harder for innovative startups to survive since they lack deep enough pockets.
Survey
It’s that time of the year for New Year’s resolutions, which often aren’t kept, and predictions, which often don’t prove to be accurate. Nevertheless, SHOOT called upon a cross-section of willing artists and execs from the production and post community to offer their hopes, wishes and expectations for 2015. We also asked for respondents to reflect on lessons learned in 2014 that they might apply to 2015.
SHOOT posed the following four questions to a varied mix of industry folks:
1) Gazing into your crystal ball, what do you envision for the industry—creatively speaking and/or from a business standpoint—in 2015?
2) What’s your New Year’s resolution, creatively speaking and/or from a business standpoint, from your own company? And if you like, tell us briefly about an existing current project you are working on in early 2015?
3) What’s the most relevant business and/or creative lesson you learned in 2014 and how will you apply it to foster success in 2015?
4) What personal New Year’s resolution can you share?
Harry Calbom, executive producer, Society
1) From a business standpoint, it’s apparent that competition will continue to increase, especially from younger, non-union production companies. But the economy feels like it’s finally in better shape, and the demand for content has never been greater. The overall pie will get bigger, so as long as we continue to provide creative solutions to the clients we serve I think it will be a great year.
Creatively speaking, directors and traditional production companies will begin to take social media more seriously, realizing that in the future they may be evaluated as much by the size of their audience as the quality of their work.
2) To make better and better work. That’s always the goal for us.
As a company, our current project is to follow our own advice and take social media seriously. It’s important to build an audience that trusts our brand and follows our work because they see it as content and not advertising. We’ll do that by sharing more of our directors’ original content and personal work. Ultimately, having a trusted following will increase our credibility with agencies and clients, leading to more opportunities to be creative and push the limits of what’s possible in advertising.
3) Ha! This might make me look bad…who knows. I’m not traditionally a big sports fan, but I took a lot of inspiration from Pete Carroll and the Seattle Seahawks last year. This business is so competitive, and sports can be a good parallel. Watching what the Seahawks did with a super young team motivates us every time we pitch against bigger companies with better-known directors. “Why not us?” was a theme of last year, and it did well for us. “The team that fights the hardest, the longest, always wins.”
4) Learn more hip-hop songs on piano.
Sue Dawson, director of post production, Whitehouse Post
1) It seems that creativity is on the rise, and I hope in light of world events, that creativity continues to evoke a sense of community, highlighting our similarities rather than our differences.
I also hope we continue to see women and girls as the focus of creativity, both as subject (#heforshe #likeagirl), as well as an increase in female leadership driving the business of creativity.
2) We continue to focus on “working smarter.” With decreasing budgets and steady creative needs, we need to help ourselves, our companies and our clients find inventive solutions for creative problems – we aim to deliver the best possible services for our clients, all the while not putting ourselves or the project at risk.
3) We’ve learned it’s OK to say, “no.” Sometimes passing on work, whilst stressful, is the right choice for the project and for us. We strive to always serve the project as best we can and on occasion, be it availability, funds or creatively, we may not be the perfect partner.
Additionally, there is no turning back from the age of preferred vendor agreements – we all need to help these clients understand our process and avoid shortchanging the talent, experience and business acumen that we bring to the table. We need to continue to educate clients about our role in the process and the power of creativity.
4) For my personal ‘side project,’ I’ve been working on a master’s degree in the humanities. I would love to complete my thesis in 2015! And embrace change!
Ashley Kohler, executive producer, Awesome Incorporated
1) There has been a steady increase in the number of small studios popping up across the country for years, but I see this as being an even more attainable goal in 2015 as new and better technologies become more accessible for these types of shops. We were able to substantially expand our capabilities and workflow with new hardware, software, and high-speed connectivity in 2014 for a fraction of what it would have cost just five years ago. These factors, in addition to other incentives like cost of living and tax credits in areas like our home state of GA, will allow studios continue to spread from the traditional hubs to hometowns across the country and around the world. We all know that creativity lives everywhere – but as more of the obstacles we once faced while trying to foster a thriving business have been lessened we are able to better focus our attention on doing what we love: the work.
2) We intend to test our boundaries in 2015 – to explore some new techniques and try things that we haven’t had the opportunity to try. We thought one way of achieving this goal would be to place a greater emphasis on creating more personal and philanthropic projects this year, and with that in mind, we were able to find a pro-bono partner in the Atlanta Community Food Bank at the end of 2014. We have started work on a two-minute animated PSA for this amazing organization that we are super excited to sink our teeth into.
3) We learned a very valuable lesson about always putting your best work forward, even if you think no one will be watching. When we worked on Casper Kelly’s “Too Many Cooks” for Adult Swim we knew it was only meant to air a few times at 4 AM…everyone assumed that very few would ever happen upon it.
Luckily for us, the artists working on it were also big fans of it they didn’t phone in their part because no one would see it, but rather relished the fact that it was a super cool project shared amongst friends and put their best work forward. Too Many Cooks went on to become a viral and media sensation and we were glad that we’d treated it with the respect that every project deserves.
4) I resolve to eat more pie, run with scissors, use the good china, and jump on the couch cushions every time I get a chance.
Kevin Lau, creative director, Timber
1) The bar for creative keeps rising, as audiences become increasingly sophisticated in multiplatform media consumption. Creatively I would like to think that the skies the limit in 2015. We have seen a shift in the types of jobs that are being produced over the years with the convergence of technology, design and visual effects. It’s really great to see spots that combine these highly stylized imagery with photography, for example. In addition we have seen the convergence of all types of media. The days of just delivering something for broadcast are over and things will be promoted more and more across multiple outlets from traditional platforms to social media. All of the ideas of interactive media that were being batted around in the year 2000 are actually starting to come to fruition. Every day there are new and exciting ways to deliver content and this will quickly continue to evolve over the next year.
2) We have been in business for a year now and have laid a great foundation for our company. In the New Year our plan is to continue to focus on building our business and visibility in the industry. Timber will be working on some personal projects that are designed and produced in-house. We really want to flex our design muscle and experiment with some ideas and techniques that we have had floating around our heads for a while. These kinds of projects are always a great way to blow off some creative steam and to allow for ideas to get messy and go in different directions. Also, by the time this publishes, we’ll be in our new facility. We will have a ton more space to stretch our creativity, it’s very exciting.
3) It’s hard to break down any creative lessons down to a day and date or year by year. Creative knowledge is a combination of all the experiences you have had on your crazy journey though life. In the last year we have worked with a ton of new people and experimented with new techniques and procedures. I think one thing that just keeps getting re-enforced every year is that creativity must remain flexible. The answers are not always apparent but there is always an answer. I have been trying to incorporate the concept of “yes and…” into creative discussions. The idea being that you can continue to improve ideas and every time you trade up and continue to build with each cycle and iteration.
4) My personal goal is to make sure that I take a step back and just observe a little more; To make sure that personally I see the forest through the trees and remain grounded as things change around me. I’m really looking forward to what the future holds.
Kris Mathur, VP/executive producer, Backyard
1) The industry is finally recovering from the Great Recession of 2009 (are you listening Local 399?). It has emerged, but has been structurally altered – forever. The small screen is firmly implanted in advertising. We will patiently watch an ad on our phone before surfing our Googled destination. Who would have thought five years ago that Amazon.com would win a Golden Globe and be making shows with Woody Allen? As network television fades, many new opportunities have been born. The 30-second spot is still intact, but is just one solution for advertisers. New hybrid agencies are forming that transcend traditional advertising and production models; clients like the choices they have. Many agency-client relationships now have significantly shorter horizons; brands have more than just one agency of record. This will continue to translate into spot ideas having shorter campaign cycles with varying lengths for the web; there will continue to be more one-offs that aren’t necessarily following long-term brand strategy. Creatively this is a healthy metamorphosis, from a business standpoint it has made more dynamic challenges.
2) To increase flexibility: mentally, physically and creatively. The first two require meditation and yoga, the third requires throwing away many of the old paradigms of the old commercial production world. We just finished a project with director Nick Piper, where we created a pop-up editorial company within Backyard, and we finished an entire project from inception to air in-house. It was refreshing, both creatively and financially, to control the entire process.
3) Based on my above predictions, we need to continue to be creatively more flexible as to how we pitch, bid and produce all forms of advertising.
4) Do more crossword puzzles (mental flexibility) more mountain biking (physical flexibility) and brew more beer (to take the edge of the first two resolutions!).
Deanne Mehling, executive producer, Cut+Run
1) More Rob Lowe, less Matthew McConnaughey.
A lot more social media ads, mobile and content marketing will play big this year – I see a continued landslide in non traditional advertising
Wouldn’t it be great if this is a banner year for projects produced with mindful content, like we say with Barton G Graf 9000’s climate change campaign? I hope clients find ways to tie-in giving back, and that businesses foster collaborations with a perspective toward nurturing creative talent, artists and innovators. In doing this, business heads and all involved will feel we have a signature creation.
And did I mention more Rob Lowe?
2) No resolutions, I gave up on that notion long ago. Just being the best version of ourselves that we can, everyday. For our business, staying relevant in a fast-changing business is important. Finding new ways to bring value and content to our clients, examining the core of our foundation and brand, and to have the willingness to protect good work no matter what budget is attached to it. It’s harder said than done, but with clients spending more on social media this year, we are seeing more and more bold, compelling creative geared to personal screen viewing.
3) Success and great change happen with patience and perseverance. Cut + Run wasn’t part of the established fabric of San Francisco back in 2012 when set up our office here. Now 2015 is here and we have garnered many partnerships in the ad community, and we ingrained in the city’s advertising landscape. Patience and perseverance…and, of course, a great brand to promote.
4) Again…I let go of those long ago, but I can quote a very smart 9 year old: “Stop smoking, eat right, exercise and leave the bar after 2 beers ‘cause that’s when you’re drunk.” Seems pretty reasonable.
Douglas Miller, president, Napoleon
1) One of the principal ways brands are gaining consumer attention is with the creation of original content distributed over a growing variety of channels. We believe the trend will continue to escalate this year. Marketers are allocating more dollars to the digital space and companies that create content will be charged with the task of helping to meet and shape this demand, not only to be effective creatively but economically as well.
2) 2015 is a special year for Napoleon as we celebrate our 30th year in business. We’re very proud of the fact that we’ve been able to navigate the rocky shoals of this ever-changing industry. For our new year’s resolution we are using our extensive experience to focus on what’s important, clean out clutter, streamline processes, get more face time, and, most of all, maintain a clear vision.
3) Businesses experience change on a daily basis and we’re certainly no exception. Last year we were challenged to push beyond the traditional production requests of our clients, especially when helping them find unique solutions to the challenges they face when producing compelling digital content. It wasn’t easy, especially at a time when marketers must evaluate how to effectively allocate their media dollars as brands get more comfortable marketing in the digital space.
Kris Palestrini, owner/director, Krispy Pictures
1) I envision an exciting and challenging year ahead. In our clients’ businesses, consumers have become increasingly sophisticated, cost conscious, and eager for “the next big thing.” We will continue to monitor, adapt to, and implement within the constantly changing landscape of trendsetters and technology. We are mindful of the need to reach and impact an audience in an ever-shortening timeframe while standing away from clutter and of course exceeding our clients’ expectations. Having one company manage and expedite the entire production process from inception to completion will continue to be a great asset.
2) The New Year has started off strong. My main focus and resolution this year is to continue to diversify our body of work. Our client roster has expanded and occupies several different marketplaces, which is really exciting… from luxury, lifestyle and beauty to finance and healthcare. This wide spectrum of work keeps us creatively stimulated and highly motivated. I truly enjoy meeting and collaborating with so many wide-ranging industry luminaries and incredibly talented professionals.
Krispy Pictures is in the midst of several exciting projects in 2015. We are currently in pre-production on a new campaign for UBS Financial Services. We first teamed up with UBS Neo last year and were recently named a Certified UBS Brand Partner. Working with one of the world’s leading banks on marketing their latest technology-based trading platforms is an incredible experience.
In addition to producing online campaigns for global brands and agencies, we are on track to release our own original content in the second quarter of 2015.
3) Success can be measured in so many ways. The obvious answer is that success is measured solely by looking at the bottom line. However, sometimes the success of a company can’t be accurately gauged by this snap shot alone. We are so passionate about our craft and have aligned ourselves with incredible resources. There isn’t a better feeling in the world than receiving glowing feedback from our clients, and believing wholeheartedly in the people with whom you surround yourself. Krispy Pictures has lofty goals and will achieve all of them by being transparent, tenacious, exceptional, efficient and consistent.
The sky is limit!
4) On a personal level, I’d like to stay mindful of that ever-elusive, healthy balance between work and home. On weekends, that’s about being present – spending as much quality, unplugged time with my wife and two beautiful daughters.
Dominic Pandolfino, CEO/partner, Nice Shoes
1) The one thing that we can count on is that clients will continue to look to us to help them work with difficult budgets. With the cost of equipment continuing to become more affordable and more powerful while crossing platforms, workflows will change, introducing creative solutions that will provide our clients with more affordable choices.
With the Age of Democratization, clients need to be cognizant that not all shops are “creatively equal.” It’s important to remember that economy doesn’t always come, only, by way of a lower bottom line. I believe that the quality of the product is still the most important factor that drives a client to a particular shop but intangibles like over delivering, standing behind one’s product, passion for each project, and excellence in service have great value as well.
I think that the biggest challenge for our industry is to provide the same excellence in areas that have not traditionally been our original areas of expertise.
2) My resolution is to provide full-service creative solutions for our clients at the same level of excellence and creativity that we have made our reputation on in Color Grading and Finishing. We have put together a remarkable team that compliments the quality of our original offerings, the Nice Shoes Creative Studio. They are hugely talented, multi-disciplined, and love what they do. Because of this, we are able to handle all kinds of work and are excited to play outside the traditional comfort areas. Our belief is that we make “stuff.”
It is important that companies, as they grow and morph, keep to their Core Values and not simply add pieces to be able to “do the work.” Ours has always been to accept nothing less than the very best, and the work produced by our Creative Studio stays true to that Core.
3) There are a great many shops in the New York metropolitan area, so how does one distinguish itself above the rest?
Some have great talent and great equipment. Some have interesting surroundings, and focus on catering to client needs. While others compete purely on price. At Nice Shoes, we are committed to incorporating all of these qualities.
Nice Shoes was founded as a company that broke from the competition by populating the studio with not only the most talented crew but some of the most friendly as well. What I’ve learned in 2014, and I’ll continue to impart to my team in 2015, is that it’s important to ensure that those values carry through in any new offerings as well.
4) I lost my Dad recently. When asked for his observations on his life he recently replied, “It goes by too quickly.” I want to maximize my work effort so that I have more free time to enjoy the new joy in my life, my grandson, who was born 3 days ago.
Valerie Petrusson, president, Beast
1) From a business standpoint in 2015, my Magic 8 Ball says clients will continue to have increasing creative expectations despite shrinking budgets. The proposition of paying for excellent creative needs to be maintained in our industry now more then ever; selling creative value is an art.
2) Returning to Beast after three years at Deluxe corporate, one of my goals for 2015 is to further infuse the culture at Beast with passion and the spirit of creative collaboration, both internally and externally.
3) One of the most compelling business lessons that I have learned recently, which has a slant towards creativity, is that content comes in all sizes. Editors are working on everything from vines to feature length films, and advertising is no longer confined to the standard :30 or :60 spots. In reality, we are becoming length agnostic. By nature, editors create and finesse content to fit the narrative, regardless of intended release platform.
4) My personal New Year’s resolution is to eat cleaner (says the junk food junkie).
Gary Rose, managing director, GO
1) Efficiency; Spot work and longer form content are becoming synonymous with one another. Web content will continue to grow both creatively and budget-wise as it reaches a more focused demographic and the metrics become more trusted and tangible results can be quantified. Storytelling and creative, entertaining work will be the only kind of work tolerated on the social media platforms. Contaminating social media with “addy” work will create resentment instead of brand loyalty.
2) To continue to do the best work we can regardless of length or media buy. Working on a great project at the moment with Christopher Guest whose improvisational style of filmmaking generates enormous amounts of material. The long form pieces that will be cut will not only be good for the brand, but truly entertaining to watch.
3) Web projects can be financially rewarding and successful for brands as advertisers realize pushing the envelope will get their work seen. Playing it too safe, using TV standards to evaluate the work, or nervously diluting the work is a waste of resources. In the end the work will end up not being “shared.”
4) Lose weight, work out more, stop smacking my gum, smoke less, drink more, get fewer speeding tickets, eat more vegetables, recycle more, take more photographs underwater. Think that’s all I can share.
Robin Shenfield, group CEO, The Mill
1) There has been much comment in the press in recent weeks about the ‘resilience’ of broadcast advertising with most commentators noting, with surprise, the unique and continuing role of television in enabling advertisers to reach a mass audience. The surprise is misplaced, I think, as it overlooks the key driver of this: advertising is successful in reaching an audience, whether mass or personal, when it deserves to. ‘Earned’ is a word media companies use to signify work that doesn’t use paid media but I like a broader definition. Consumer attention is earned when the ideas are strong and the creative execution exceptional. Inside that crystal ball is a blizzard of excitingly disruptive channels available to brands and their agencies but those likely to enjoy the greatest success in the year ahead are the ones that continue to champion the value of bold ideas that have breadth, that travel well across different channels, that amuse and, sometimes, inspire. ‘Creative excellence’ is still the magic ingredient required to succeed.
2) In January, we now resolve, along with about 300,000 others and head off to Consumer Electronics Show in Las Vegas to sample what manufacturers believe are the things we simply cannot live without – a VR headset, a drone, something wearable perhaps – and then, soberly, try and weigh up which of these new devices or trends is relevant to the world of content production. Trying to filter out the novel from the significant doesn’t get any easier but the biggest buzz this year was deservedly around so-called ‘immersive’ content. Born out of the twin innovations of 360 degree camera rigs and Virtual Reality (VR) headsets, these have such interesting story-telling potential. Some of this initial work we’ve seen falls more into the category of technical discovery rather than creative but the quality threshold is soaring upwards. We’ve completed a few projects already with more to come over the next few months.
3) Environment and culture aren’t new considerations for us but I’ve been thrilled this year by the success we’ve had in re-building some of our studio sites and, in the case of our London studio, moving it to an entirely new building. We did all this to make our production pipeline more efficient and seamless, to allow us to move teams and resources around more easily and deliver a broader range of work – for broadcast, digital, experiential. In amongst all that I underestimated the very positive impact of these changes on working environment through making it easier for everyone to connect in a more effective way. That’s been a huge bonus and we’re bearing it in mind as we take over some additional space in LA and develop our new building in Chicago which we hope to occupy by September this year.
4) I no longer make New Year resolutions. Instead, I sign-up for challenges on the cycling app Strava. These, I never complete but receive encouraging ‘kudos’ alerts from my cycling buddies across the globe if I at least make an effort. My 2015 resolve is therefore to ride more but promise less.
Allison Smith, executive producer, Synthetic Pictures
1) Creatively we envision more Mash-Ups—projects that combine components of traditional commercial production with documentary techniques, hidden cameras, takeovers, experiential marketing, public relations, etc… with the content being delivered through broadcast, online, mobile, & social platforms along with the experiential & PR impact while being produced.
Good thing, too, ‘cause that’s the kind of outside the box, creative, logistical filmmaking we’re well-known for. Take an entire town to Vegas for Vegas Tourism—yeah we did that. Turn a Chicago street corner into a fashion runway for Special K—no problem. Take over a weekly 10-mile bike ride connecting two Midwest states and throw a Jennie-O Turkey sponsored celebration at the finish line—let’s party.
As a company we continue to have cool opportunities after really busy 3rd & 4th quarters. That said, it seems like the business is more schizophrenic than ever before. One project will have the necessary budget resources, and the next one will have very little resources with practically the same deliverables. It’s even been happening within the same brand…one project will have plenty and another will have NONE. There’s no rhyme or reason to client budgets anymore. I expect more of that.
2) We’re launching a new Synthetic website in February, and we have a feature film called Man with Gun we’re gearing up for this year. We’re currently in the casting process on the film.
Commercial wise, we have work launching for Ford, Cannon, Drive Sober, Home Federal Bank, and San Antonio Tourism. We just shot for one of the major financial service firms, and a pharma company. We have two automotive campaigns and a Vodka spot up next. Things are busy.
3) Same lesson we often learn. Don’t count your chickens until…the check clears the bank.
2014 seemed to be a year of speculative bidding, where a project could just as easily disappear as it could book. We were often the recos on projects that didn’t move forward for one reason or another. We booked our share, too, but it was an all time high for speculative bidding. Seems like clients were asking agencies to kick tires on a lot of projects and only moving forward with their faves. Buyer’s market, I guess.
4) Be healthy. Spend more time relaxing. Be thankful. Take a vacation…or two.
