1) Be Diverse & Inclusive – With so many ways creativity can solve a problem, take a step back and question: Is this the right thing to be doing? Why does this approach matter & who am I talking to?
Make diversity central to your approach and your future. Keep inclusion top-of-mind when looking at a brief – from overall storytelling, casting, locations & wardrobe to your choice of crew. Clients and creatives need to be pushed to ensure they are not only part of social culture, but that they are helping to shape it.
Be curious, open and aware of the world. Travel, listen and engage in diverse human experiences, it’s what we want to see in your work.
2) Be Creative – In today’s constantly changing content environment, speed to deliver fresh, innovative content is essential. Don’t underestimate your creative input; the best producer should be considered a valued creative partner. Get involved as early as you can and be an active member of the creative development process.
Be Brave – Get comfortable with the unknown. Given the thirst for content innovation, if you are doing something for the first time and it’s uncomfortable – embrace it. You are breaking new ground, developing original creative and production approaches that will lead the client and team to new frontiers.
Oh, and listen.
3) Be comfortable with the unknown – In a recent pitch the creative was built around “innovative experiential creative” – the production, creative & strategy teams partnered with creative technologists to co-create unique ideas and production approaches. As a producer, entering the world of the unknown was a little unnerving however, it was actually an incredibly exhilarating and powerful experience. If you know it all and have done it before time and time again then you or the work/agency are not growing and breaking new frontiers.
