What trends, developments or issues would you point to thus far in 2023 as being most significant, perhaps carrying implications for the rest of this year and beyond?
The most significant issues are highlighted by the SAG and WGA strikes currently underway. Issues such as AI, streaming revenue reporting, wage stagnation, mini-rooms, etc., have put our industry at a crucial turning point.
What’s the biggest takeaway or lessons learned from work (please identify the project) that you were involved in this year? Or if you prefer, what’s the biggest takeaway or lessons learned from work you were involved in that won, was or is in the running for current awards season consideration (i.e., Emmys, Cannes Lions, AICP Awards, etc.)
This past year, we produced a new series called The Winning Spirit with our partners P&G Studios, SMAC and Gillette. We previously produced a show with these partners called The Cost of Winning which became an HBO original series. We are increasingly seeing that platforms and audiences have shifted their views on brand-funded content. Instead of cynicism, we are finding interest and gratitude among audiences. When a brand mission and message is authentic to the story and the series is driven by an entertainment-first approach, we are finding incredible results for all involved. Brands are now seeing that they can deliver value for their customers that is cost-mitigated (and in some cases profitable) resulting in content that is engaging rather than interrupting.
Have you been involved or experimented with AI, AR or other emerging disciplines or new technologies? If so, relative to experimental or actual projects, briefly tell us about the work and what you’ve taken away from the experience. If the work is complete and you’d like to share a link to it, please include.
We are having fun with AR and immersive storytelling. We are developing several projects that are designed to be “lean in” programming – from shoppable content to second-and third-screen gamification. We are finding that creating experiences around our programming further engages our audiences.
Have any societal issues–including DEI, recent Supreme Court decisions and/or recent backlash against advertisers like Target (for Pride merchandise) and Bud Light (for marketing featuring a transgender influencer)–impacted the way you do business, company policies and/or selection of projects/creative content?
Our approach to content has always been based on organic storytelling that is authentic to the brand and the story. When these values are aligned, the results for the brand have been stellar.
What work (advertising, entertainment, documentary, etc.)–your own or others–struck a responsive chord with you so far this year and why?
I am sure that I am not alone in my answer, but I was really impressed with the role that brands have taken in entertainment content this year. From Barbie to Flamin’ Hot, to Air to Tetris to Blackberry–products have been the IP rather than comic books or other sources of storytelling.
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)
In response to the WGA and SAG AFTRA strikes, content creation will be focused on the unscripted and podcast models as the dual strikes largely affect the scripted market. As SAG is providing waivers to independent film, I do think we will see some amazing projects produced in the second half of this year. Once the strikes are settled and business resumes, I am hopeful that we will see independent films find more exposure and traction in the marketplace.
Has the first half of 2023 caused you to redefine or fine tune the goals of your company–and if so, in what way(s)?
The WGA strike has definitely shifted our goals for the year as we work heavily in scripted content and we are now equally focused on unscripted programing.
