1) I think one of the most exciting things for our industry in 2017 is the coming wave of Augmented Reality (AR) applications. Though AR has been gaining steam in recent years, this year marks a turning point for the technology, which blends digital objects with live photo and video on mobile devices. This is in part fueled by Apple’s soon-to-be released iOS 11, which features their new ARKit development framework, allowing for AR content. The examples I’ve seen so far (http://www.madewitharkit.com/) indicate that this cutting-edge technology is the next frontier for creative content. I can’t wait to see how people use this once they have it in their hands, and I definitely want to create experiences for this next generation format.
2) One piece I keep coming back to this year is a Pearle Vision spot from Energy BBDO Chicago called “Ben’s Glasses.” I won’t spoil it (you can watch it here: https://www.youtube.com/watch?v=C4PbTeOIHe4), but it tells a story that is simple, universal, and emotional. Moreover, it does so using beautiful, classical techniques while still feeling thoroughly modern. “Ben’s Glasses” is both current and timeless. It’s a reminder that, whatever exciting new path our industry leads us down, a compelling story well told will always catch one’s attention. Even, and maybe especially, for something as simple as a visit to the eye doctor.
