1) When this first started, there was a feeling of, “OK, let’s just wait this out a bit and then get back to normal.” We of course quickly realized that this there is no “getting back to normal,” and that in fact this moment in time is an opportunity to really learn, innovate, and move forward to new and potentially better ways of doing things. In terms of creating work, we had to react in real time with clients like Chipotle, who radically shifted their business to 100% online when the pandemic hit. Chipotle already had a very modern and robust digital platform in place, though our communications had to shift dramatically to highlight the new delivery-based offering. Working with our in-house production group, Lumberyard, and Chipotle’s internal production team, we were able to pivot quickly and execute a handful of remote, socially distant shoots.
Overall, our Integrated Production team has been closely tracking the latest filming restrictions, guidelines and new trends, and staying close to our production partners to create new solutions together. The production world is literally reinventing itself now, and while the challenges are plentiful, there are also some really exciting possibilities and changes that are surfacing too.
2) As an agency we’re focused on improving the work, but perhaps more importantly, improving the practices behind the scenes that ultimately drive the quality and representation in our work. It’s not as simple as checking a box of more diverse casting – but instead, looking closely at and solving systemic issues that exist to unlock better and more relevant work.
We’ve recently taken several actions to step up our game. Earlier this year, we brought on Dr. Cheryl Ingram as our Chief Diversity, Equity and Inclusion Officer. We created a DEI advisory board to ensure greater representation throughout VB&P, we’re having very open discussions with employees about how we can improve our culture, and overhauled our recruitment process and mentorship to ensure that every new hire has the training and resources they need to be successful. We are also changing the way in which we work with our clients, and making significant process adjustments that will ensure that we ultimately get to the more inclusive work that we’re all committed to delivering. There is still a lot of work to be done, but I’m excited by the many positive changes underway.
3) We’ve been working with each of our clients to develop messaging that’s truly meaningful today, and there have certainly been many adjustments to both their media plans and advertising. This is a time where action is key, and I’ve been inspired by the many ways in which our clients are making a positive difference.
In keeping with their brand promise to cultivate a better world, Chipotle for example has pledged $1MM to organizations fighting for equity in Black communities. They’ve also leveraged their app and online ordering platforms to encourage customers to round up their orders to the nearest dollar to amplify the company’s contributions to the National Urban League. Audi is also taking meaningful steps to ensure greater diversity in their work, and in automotive advertising as a whole They’ve committed to forging new partnerships and committed to 50% diverse influencers, talent, spokespeople, directors and content creators for the brand.
4) I love the Stella Artois “Daydream” spot/music video directed by Paul Hunter. I think we can all relate to daydreaming about things we used to do or wish we could do. Between the music, choreography and energy, it really does transport you to a summer state of mind. The fact that a creative and entertaining film like this could be made totally remotely gives me so much hope as we move forward in producing content under current restrictions.
5) Every aspect of life and work is changing, and this is a time to embrace the positive possibilities rather than be mired in the challenges. I’ve been so impressed by the innovation of the industry as a whole. Production companies have opened up their rosters to work together and problem solve, and provide content during shelter in place. Edit, post, music/sound houses quickly and almost seamlessly went from everyone working closely in an office, to working apart from home. It’s also been interesting to see how this new work era has forced earlier collaboration amongst all partners, and how that’s led to some fantastic process improvements overall.
Finally, it’s been clear that it would be impossible to continue to do great work during this crazy time without trusted production partners and clients. We’re fortune to have both.
6) This year is like no other. People need hope and levity, and I think messages of optimism will be increasingly welcomed in the months ahead.
Nike’s latest anthem narrated by LeBron James is a great example of inspirational messaging that shows triumph over pain and struggle. Hopefully we’ll see more of this ahead. It’s also very clear that flexibility will continue to be key. We’ll need to react quickly, change up our normal processes, and be less precious in order to stay relevant. We’ve been working in smaller groups internally and with our clients, to adjust where needed and to make decisions more quickly. I think for all agencies and clients, nimbleness will be essential in this climate that is so fluid and ever-changing right now.
7) VB&P is committed to building a more diverse and inclusive company, and the work we put out into the world for our clients must also reflect these values. This also extends to the vendors and suppliers with whom we partner.
In order to hold ourselves accountable, we’re tracking our progress on hiring diverse talent both on and off camera moving forward. Additionally, we’re partnering with companies like Invisible Collective and using resources like Bid.Black to help us bring new, diverse talent to the table and act as a creative partner to help create content that resonates with today’s audiences. We also believe that developing talent through mentorship is vital. We have an obligation to share knowledge and experience to help people grow, and are currently developing our own formal mentorship program. Our Fellow App (https://thefellowapp.com/), which connects women across the industry, will also play an exciting role in this program.
