chief production officer
We Are Unlimited
1) It feels like the majority of the general public is finally embracing second screen viewing. Multi-screen viewing isn’t new, but has become a regular habit across demos. More and more campaigns are extending beyond broadcast and include the devices that have become such a big part of everyone’s lives.
2) Adidas Originals: Original is never finished. Not only is it visually stunning, but the timing was either of stroke of genius or the coincidence of a lifetime.
3) Timeliness and relevancy are essential to making great work. And the return of the Szechuan Sauce activation that We Are Unlimited created for McDonald’s had the good fortune of being attached to a cultural rocket ship.
4) I think, at least I hope, that we are learning that quality beats quantity. A memorable ad that sticks in consumers’ heads lifts a brands quality and perception more so than blanketing channels with logos.
5) Awards are great, but watching all the case study films is what is truly eye opening for me. The amount of impressions that these campaigns get is incredible; I didn’t even know that numbers existed with that many commas in them.
6) AI both online and in everyday life is going to take a big leap forward in the near future. From personal assistants to online chat bots who can deliver perfectly timed and targeted information to consumers, AI will become a huge part of everything we do.
Sinners and Saints Adds Apple Pie To Its Branded Menu
Bicoastal Sinners and Saints--the multidisciplinary studio overseen by managing director/executive producer Heather Heller, and partners/EPs Yann Henric and Thomas Carroll--has added Apple Pie Tabletop to its roster for branded content. Known for its food and beverage content creation, Apple Pie comprises the husband-and-wife team of director/DP Gene Dubin and director/art director Alisa Volodina. In addition to representation, the move expands Apple Pie’s production capabilities through the combination of its centrally located full-service studio in New York and a newly established mobile studio in Los Angeles. Apple Pie recently teamed with Sinners and Saints on a Wienerschnitzel project created by Innocean.
“We believe that our dual studio strategy positions us uniquely in the competitive landscape of food and beverage storytelling,” said Heller. “By blending the artistry of the New York studio with the flexibility of our Los Angeles location, we can tailor our productions to meet the unique demands of each project, regardless of geography.”
“Working with Sinners and Saints in the demanding field of tabletop was an absolute pleasure,” shared Apple Pie Tabletop in a joint statement. “Warm welcome, unwavering support and dedication--everything a director can ask for. The entire experience was both enjoyable and rewarding. We will not miss an opportunity to collaborate with them again.”
“The first thing you notice is that Apple Pie has beautiful work,” Heller observed. “Having worked with them, I can say that Gene and Alisa are extremely meticulous and detail-oriented; their combination of talent and agility appeals to agencies and clients.” Also appealing to Heller is Apple Pie Tabletop’s brisk international... Read More