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    August 2017 Mid Year Report Card — Christopher Neff

    By Mike MorgeraUpdated:No Comments1512 Views

    1) In focusing on the positive, given so many negative ways to answer this question, I would say the excitement around AR with the wider adoption of mobile-based AR. When Apple released their development kit and news of web-based AR likely to be on the new iPhone, excitement just exploded. I love AR for its ability to apply to any vertical and think that, with advancements in live visual detection, we will see a new age of daily exploration.

    2) I thought “Boost Your Voice” and “Evan” served as perfect examples of how to properly use marketing as a platform to affect positive change. For the sake of pure enjoyment, how can you not love what Droga did for MailChimp? On a completely unrelated note, I just saw how Kimbal Musk has beautifully disrupted agriculture using shipping containers – it blew me away.

    3) This question is such a big one if you think about the last several years and insane if you consider it historically. I will say that the Red Bull Stratos project operated as a perfect blend of advertising and entertainment with incredibly effective creative. It was a perfect stunt with amazing technical achievement that had us on the edge of our seats and ultimately changed the thinking around the possible execution of branded content. Fearless Girl had impeccable timing and underlying strategy. I will say that I think it shortchanged the existing art, but it generated buzz for a reason and, for the most part, really made people smile. Rarely does an ad become so iconic so quickly — this one truly did hit the masses.

    4) The overall climate right now seems grim in terms of political turmoil and division. As a result, I think we have seen more challenger ads and failed attempts to remain culturally relevant. I expect some creative campaigns to confront this climate head on with positive combat but, more so, anticipate seeing humor as a nice counter theme. After all, when everything is falling apart, nothing helps more than a good laugh. In terms of business climate, grab your popcorn and watch the Big Data + Machine Learning arms race move along.

    5) I wouldn’t describe the theme of “for good” as new, but do think it will stay for a while. If you can materialize ideas that bring change to the world beyond just making us think, those concepts deserve awards and praise. I sincerely hope that this concept, which appears evident at every major awards show, continues to inspire marketers to play in this space. Even if winning awards remains their primary motivation, this approach has a societal benefit and impact, a byproduct we should all love.

    6) I will have to have the new iPhone, despite an expected $1,100 price tag, given the web AR inclusion, OLED screen, and 3D camera. In terms of investment, I’d bank hard on audio synthesis, as I think the AI tools in this space will emerge in a way that revolutionizes music composition and helps humanize bots.

    Christopher Neff
    sr. director of innovation
    the community

    Director Kacper Larski Joins RSA Films For Spot Representation

    Tuesday, November 12, 2024

    RSA Films has added director Kacper Larski to its roster for commercial representation in the U.S. Larski is known for his work in automotive and sport, and a style of filmmaking which features epic visuals and gripping montage, often combining the real and surreal. Among his most recent commercial films are Garmin’s “Fenix 8” (direct to brand), U.S. Army Reserve’s “Helper” (DDB Chicago) and Bushmills Whiskey’s “Follow No One” (Mekanism). He’s also directed campaigns for Hyundai, Jeep, GMC, Subaru, VW, Mazda and Chevrolet.

    Larski’s distinctive aesthetic emerged in one of his first projects, Land Rover’s “68 Years Later,” which won a Cannes Young Directors Award in 2016. Two years later, he directed the “Greatness is Rare” campaign for BBDO Toronto and the Canadian Paralympic Committee which won Cannes Lion Gold. Prior to joining RSA, Larski had most recently been repped in the U.S. market by production house Eleanor.

    “The camera and film for me have always been about the ability to live 1,000 lives,” Larski said. “Stylistically, I want to transport viewers in whatever stories I’m telling--a super athlete’s runner’s high, a skier’s dream powder, a giant’s tale, even driving in space.”

    “Kacper is one of the most exciting filmmakers I’ve seen over the last several years,” said Luke Ricci, president, RSA Films US. “Whether it’s a character, an emotion, an environment, car or other product, he has a special and distinctive way of capturing and articulating the world around him in all his work. He is a fantastic addition to our RSA family.”

    “Joining RSA is a dream come true,” Larski said. “The roster includes some of the best filmmakers in the world, with founder Ridley Scott... Read More

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