What work (advertising, entertainment, documentary, etc.)–your own or others–struck a responsive chord with you so far this year and why?
I loved Clash from the Past. I get really excited when I see work that builds out a whole world. It takes so much time and meticulous attention to detail to pull off something so in depth. Time is not something we have tons of anymore. So much has impacted the speed at which we are expected to work that often the craft just isn’t there. When I see work that is so well crafted, I know this was a team of folks (including clients, production partners, everyone involved) who were excited enough about the creative potential that they invested the time and energy needed to bring it to life. When I see work like that, it reminds me that creativity and respect for creativity is not dead.
While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2023 and beyond. (250 words max)
As an industry we are paid for our time, not our potential and that’s hurting creativity and making some broad stroke hits to the overall craft. But AI might be the key to regaining some of the time that’s been robbed of us back in this industry. It won’t be real time we get back of course but it will allow us to run our own creativity at a faster speed, compressing the time it takes for us to strike brilliance. I’m hoping we feel some relief in compressed timelines the better we get with directing AI. I’m in a personal race to unlock the creative potential of AI as it relates to idea amplification. We have to continue to prove our worth by demonstrating machine + humans will always trump just machine. AI can only process information it is given. We have to continue to feed it fresh thinking.
