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?
Artificial Intelligence (AI) and machine learning has become an interesting topic. It hasn’t significantly affected us, but we’re curious to know how AI can be useful in a positive way. I expect that this new tool will continue to grow as AI technologies become more advanced and accessible.
Short-form video content, especially on platforms like TikTok, continues to gain popularity and has become an essential part of how we advertise. We’re always trying to create innovative and engaging short videoscontent to capture the attention of the younger demographic. In addition, we do a good amount of longer-form branded content that is more than a traditional broadcast spot which keeps things different and exciting!
Inclusivity and diversity are always top of mind. We create campaigns that celebrate different minds, cultures, identities, and perspectives.
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.)
I had the pleasure of working on Z for HP, Peacock’s first branded content–and it was a finalist at Tribeca’s X Film Festival. The film was an interactive 35-minute film that weaves data science challenges into an action-adventure storyline, in which real data scientists are invited to help solve an ancient mystery. Jonathan Pearson directed and Laura Delley wrote the film in collaboration with our creatives. We also worked closely with data scientists to ensure that the story was plausible with data. It was quite a fun project that had quite a lot of twists and turns!
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?
Showing up for underrepresented communities and using creativity as a means for positive change is a commitment that we make every day. Especially this year. With so much political violence, discriminatory legislation, and hateful rhetoric targeted at queer communities, we’ve doubled down on our support for the LGBTQIA+ communities within our company, our industry and beyond every day of the damn year.
What work (advertising, entertainment, documentary, etc.)–your own or others–struck a responsive chord with you so far this year and why?
Dove’s “Cost Of Beauty,” a heartfelt and powerful film. As advertisers, we have a platform to shed light on crucial issues affecting our youth. It’s truly inspiring to see how Dove embraces this responsibility with their thought-provoking work.
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)
Video content across all media will likely remain dominant as well as immersive experiences. Short-form/long-form content, social, live streams, and interactive video experiences will continue to be essential in engaging audiences across various platforms.
AI-powered tools will play a more significant role in content creation in the coming years. From generating copy to creating personalized visuals, it’ll be interesting how this affects the industry positively and negatively.
