What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Two words: kindness and agility. Being kind matters- one can get entranced by the thrum of production. It’s easy to forget we’re all going through stuff. People and kindness need to come first. Agility means finding ways to create when the old ways fail. Personally, I am hoping that 2021 brings more kindness. I’m pretty sure the new year will continue to require more agility.
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?
First, the pandemic. PluckStudio officially launched in 2020. We got to do exactly one live-action production in New York, then the world went into quarantine. But one client told us they had our back and they helped keep us afloat with projects throughout the year. And I’ll tell you something, I’m hearing the same sort of story from several agency owners. It was a terrible year, but it was also a year where kindness happened.
Second, social and racial justice. I think 2020 showed us that we can all do better. Our little crew of creatives is already a diverse group. But I want PluckStudio to do better and that means more than making sure you’re ticking diversity boxes. This year I did a lot of thinking, which led to a manifesto of sorts about who we are and what we stand for. We plan on using this to strengthen our DNA and focus our efforts in 2021 and beyond.
Gazing into your crystal ball, what do you envision for the industry–creatively speaking or from a business standpoint–in 2021?
To be successful the industry needs to keep changing- to be more agile, transparent, and kind. I don’t think we’re going back to the way things were. At PluckStudio, we’re putting a lot of love into our new 3D animation and VFX capabilities, because those are pandemic-resistant lines of business. We’re embracing virtual production and remote production. We were already great at doing more with smaller, more focused teams. We were already about radical transparency. And we were founded as a “people first” kind of organization. This is the way.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
PluckStudio is now at a point where we do not need to chase every lead that comes our way. We are looking for clients who fit, both culturally and creatively. We’re not afraid of saying no, but we love to say yes. In addition to our commercial work, we’ll be launching new entertainment properties this year as we build our brand. Most of all, I want us to grow wisely and with intention in 2021.
Tell us about one current project you are working on for early 2021.
We are currently working on several projects, from in-house creative development to new client productions.
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?
2020 was a dumpster fire, and anyone who says differently is to be considered untrustworthy. Things that hurt: turning down commercial work because certain agencies wanted us to do things that were not safe in a pandemic. Watching several brands turn their video marketing off as they hunkered down. Most of all, the constant weight from the realization that so many of our beloved friends in the industry were hurting- especially actors and crew- when production got shut down. Yet, there was some good in the year: we realized that we did not want PluckStudio to be yet another generic production factory. We launched an animation unit! We created a holiday teaser film for “Duck & Snowman’s Christmas Adventure” that almost half a million kids watched. Overall, 2020 forced us to think differently and act with intention.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
My resolution is simple: to be more kind, more agile, and more grateful. To help where I can. To align with like-minded helpers. And to celebrate the good days and the good relationships we have. 2020 taught us these are precious. Finally, to drink more wine and eat more chocolate.
