1) My biggest creative challenge this year was to find a song for our Wild Turkey work that will be debuting in the fall. At the last minute the song that was supposed to be used was not available anymore. I was tasked to find a replacement at the 11th hour that would work with the concept that the creative team, the client and director would be happy with. Luckily, I was able to find a song that satisfied everyone and the creative team even decided to put the artist on camera in the ad. It was very gratifying to not only find a suitable replacement but find one that was liked even better than the original. Lesson learned??…..always have a backup.
2) Our Rolex and Tudor work has been especially gratifying for me, especially the Rolex spot for the Academy Awards. Our music for both brands continues to be of the highest quality and the Rolex music continues to use the brand theme that we created for Rolex since 2014. The Academy Awards spot was several years in the making and the film score- like adaption of the theme worked perfectly with all the classic movie clips.
3) My role has changed over the years from not only producing music and leading a music dept, but now looking for new and innovative ways that music and sound can be used in communications. I’m being asked to think of new and break through ideas using sound and finding companies and products that can help make music and sound an offering to the clients and for the agency portfolio. As the ad business and the new breakthrough technologies in audio continue to change and disrupt, I feel like this is a very exciting time to do what I do.
4) The continued downward pressure on budgets. There is no end in sight from the “do more for less” attitude that is prevalent in the industry.
5) I think that there is amazing potential for VR/AR/MR as soon as the ad business figures out how to exploit it and monetize it. The technology is amazing and the cost of the viewing glasses are starting to be more affordable. We are working right now with one of our clients on new innovations on spatial sound that are very exciting.