2) Working at the speed and scale of social has been a big focus for us for the last few years. That means creating stuff that is good, fast and cheap. We’ve increased our in-house capabilities a lot, from staffing directors to investing in our in-house post facility. In the Creative department, we’ve really stressed the need to move from being simply Creatives to Creators— prototyping, shooting and collaborating with others.
3) That’s a tough question because there’s so much that I’m proud of and each for a different reason. A few that come to mind: the AT&T distracted driving work; the latest round of Foot Locker “Week of Greatness” spots; and our GE podcasts.
One that’s very personal to me, and that I’m really proud of our team for pulling off, is the Pedigree “A Vote for Good” film. I feel it was the right message at a difficult time and people really seemed to gain some semblance of comfort from seeing it. The idea was conceived on a Sunday night and shot a few days later in two different cities. The whole thing had to come together super fast because it had to run prior to the election which was happening in less than two weeks.
4) Live video is obviously the new flavor. So I expect to see more innovative work there. But I always like to look for the opposite of the latest thing because often that’s the thing that follows the latest thing. To that end, I think more brands will invest in big tent-pole filmic ideas. We’re seeing that happen now but usually around very special occasions, like the Super Bowl, holidays, live award shows, etc. I think in order to stand out from the masses, you’ll see more craft and attention put into filmic work throughout the year.
