2021 Industry Outlook Survey Response
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
When we all live the same life, we all come up with the same ideas. Last year was like a bad creative experiment, millions of isolated people in a massive monoculture. You would have an idea, and then the same idea would pop up in five other places. I found this very disturbing. I’m still inside my house, but this year I’m being more intentional about filling my eyes, ears and mind with more interesting stimulus.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
We made a number of projects with P&G for their equality mission last year; a piece for gender equality in the pandemic, a heartfelt LGBTQ+ story for Pride, and a 90 second film on white privilege called The Choice that Oprah gave notes on. We’re lucky to work with P&G because they’ve been in the race conversation for years, so they’re not afraid to make work that takes a strong stance and moves the conversation forward. Last year increased the urgency to create a company culture where our Black coworkers really feel their value at work, because we want and need their perspectives to impact the work and get into the public psyche. Advertising can influence the masses in powerful ways, and we certainly see our role in shaping a more equal future for Black people through the work we make.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
A greater emphasis on truth, depth and meaning. Also frivolity, comedy, and escape.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
A team that’s genuinely happy and supportive of each other, making work they’re proud of. It’s always my goal.
Tell us about one current project you are working on for early 2021.
I’m superstitious when it comes to talking about things before they go out into the world. Even a fully finished project can be cursed by the gods if you get too cocky. We have some fun work for new clients, a Super Bowl spot, a gun safety thing I’m excited about, and some interesting work coming for P&G and Volvo. That’s all I can say without tempting fate.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We live on Microsoft Teams, and I see a future where we always will. Even after the vaccine, I expect we’ll all be working remotely some of the time.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
WPP announced the merger of Grey and AKQA toward the end of last year, and some trade press called it the death of the Grey brand. There was a tombstone and everything. Grey is not dead, but the image of that, at the end of a year like that, was somewhat of a near-death experience. We’re heading into this year wanting to make the most of it all, waste no time, and just really live our best creative lives (all while being stuck inside our apartments for probably another six months).
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
We’re in the business of firsts and doing things that have never been done before, and this year COVID-19 forced us to innovate in a million small ways. Taken together, the business has dramatically changed and is more flexible and capable than ever before.
A big learning has been how we can re-purpose a framework or production solution and build it into a reusable platform. We’ve done this with software solutions leveraging computer vision and live stream polling.
Our clients are going to prioritize creative solutions like this because they provide immediate business results, while maintaining the quality clients demand, efficiently. That’s what production companies do best. As creatives and producers, we need to understand these business needs and be able to provide solutions that meet the needs of the world’s best brands.
This isn’t the death of branding or campaign led work, but it shouldn’t be the only thing your business is built on. I’m excited about how Tool has continued to work with our directors to develop well-crafted creatively-driven work, while also diversifying into software and practical solutions that offer scale and ease of use.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
A lasting change is how we find new talent, particularly diverse storytellers.
For me personally, my “aha” moment was that Tool needed to become more diligent in pushing outside our network to discover new creatives.
To shake up our foundation, we now look beyond a standard 3 spot “commercial” reel. What’s important is that we look for the creative spark in a director and make a leap of faith and trust that using our platform to create opportunity will help talented individuals become the next wave of commercial directors.
It’s working well. We’ve had some amazing, new directors join our roster and are already producing work for Allstate, Ford, Root Insurance, and others.
We’ve also been supporters of Manifest Works and FreeTheWork and now Bid/Black. We’re going to keep pushing and improving and very much look forward to evolving the teams and talent that we work.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We’re working on something with a major pizza brand that is a fun antidote to being quarantined. And because we’re Tool, we’re adding a bit of tech magic so the at-home experience is gamified.
What I love about it is that it’s integrated directly into the packaging and organically becomes a part of the eating ritual. We loved working with the agency and client and can’t wait for it to come out in March!
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Hyper Interconnectivity. Working in a state of constant change you realize just how interconnected people and systems are with one another. One decision sets off a domino effect of events. It’s a challenging space to be in and there is an immense amount of critical thinking, gut instinct, and future forecasting that has to happen in real-time. Fast and smart decisions can make or break the creative execution of an idea. It’s interesting to watch how our decisions play out and how they help shape the execution of an idea. 2021 means going even faster and most likely making critical decisions with even less information. We have to get really good at anticipating the future and be ok with taking risks.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
The slasher generation has redefined their identities to allow themselves to be and to do multiple things. We’re seeing the same play out in production especially when crew sizes can sometimes be limited, and people are forced to play multiple roles. We’re getting really comfortable wearing multiple hats and have the permission to do so. It wasn’t always that way but as the lines blur and new lines are drawn there is a massive amount of opportunity for us to try out things we might have always wanted to experiment with. I believe it will diversify our thinking and there will be more innovation and creative problem-solving. It’s about time we questioned traditional roles.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
We are committed to fighting invisibility through the work we create, who we hire, and how we can help accelerate change in the representation of BIPOC talent in the production community. We’re creating programs that have real tangible actions that will help us achieve some of these goals.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We played offense. We had to pool our collective creative and production knowledge and hit problems head-on as they emerged. We had to have the nerve. And honestly, it took some bravery to point a spotlight on our internal processes and quickly decide what was working and what had to change. We re=engineered ourselves for growth and adaptability by growing different collectives. We then connected them all in different combinations. It’s wild to see how fast culture relevant ideas can be created once the right people have been connected.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Creatively speaking it is to continue to make work that impacts culture. We ensure that we make only the best work for our clients despite the situation. The situation is constantly evolving and it’s not always easy to navigate but with some creative thinking, we can still execute amazing things.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
2020 was an awakening, but as they say, change is the only constant. With that being said, I feel we all, and by this I mean the world, learned more than we perhaps anticipated this past year. In terms of our company, we had several big takeaways – strong leadership is crucial, flexing one’s resilience muscle should not be overlooked, and personal and professional growth is central to success.
We had to become more agile, creative, and inventive in order to successfully lead our company and staff through the never ending uncertainty of a pandemic, a racial/social awakening, and a political evolution. There was no choice but to unify -- not only as a company, but as an industry as well.
Confronted with the unknown, we considered how to not only survive but what it would mean to thrive as a company and individuals. Watching everyone band together to get us through this time was moving to say the least. Every single person demonstrated resolute determination to conquer the challenges 2020 brought, going above and beyond in their personal and professional lives. We were blessed to participate in some great creative campaigns, and our clients trusted us to guide their projects through overwhelming times.
Gratitude is what we will bring into the New Year. I have no doubt we will continue to walk, maybe even full sprint, into 2021 with this mindset.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
The pandemic forced us to get out of our comfort zones and try new ways of working, living, and staying connected as a business and as people. When the pandemic hit we quickly reshaped our company structure and workflow to create a seamless transition into the new WFH model, and kept a focus on finding ways to feel like we were together in spirit with our clients and staff. We strove to be transparent beyond our company walls. We addressed tough issues. We had hard conversations and really dug into the ways we as a company can be impactful now and into the future. In order to change and grow, we must not forget we need each other.
Competitors have come together and helped each other navigate what has for now become the new normal and I have got to say, it’s been inspiring and motivating. We candidly shared with each other what worked and what didn’t, to collectively get through as best possible. We weren’t competitors, we were colleagues. We are all moving through this time together. As I mentioned above, we must learn to adapt...and turns out we are all quite good at it.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
2020 was an extreme reminder about the importance of understanding company culture and values. We knew we had to get clear on what really matters to us as a company and how we want to show up in 2021. Inspiring through creativity, for one. Last year was all about the incremental wins. We were constantly reminded to never forget that even the smallest accomplishments are worth celebrating. 2021 and beyond, we must always remember we are strong and mountains move when we help each other. And perhaps most importantly, we have learned that finding unity during a very divisive time is the ultimate form of growth. I really do hope the unification of our industry carries through in 2021.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
The pandemic changed so much. It accelerated the adoption of new technology, changed the way we work, who and how we hire and how we interface with clients. And the companies that were able to pivot quickly, adapt and innovate have been able to achieve success amidst this challenge. For me, I feel like we continued to do something that has worked for us for a long time: think like a Startup. Don’t get tied up in process, overcome limitations and both accept and embrace change. This is something we intend to keep doing in 2021.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
For a long time, Doner has focused on working with women-, minority-, and veteran-owned production suppliers, and our clients have recognized our efforts and supported our ongoing initiatives. In 2021, Doner will be increasing the overall amount of our agency’s production spend with women-, minority-, and veteran-owned production suppliers. We hope others throughout the industry follow our lead.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
2020 has fundamentally changed the way we work, and I predict this new way of working will continue well into the future. This is not because the pandemic will rage on, but because it is simply a better way to work. Bloated productions and boondoggle travel have long been a thing of the past. Agencies have learned / been forced to work smarter, faster, and cheaper. Collaborative work sessions and interfacing with clients has evolved for the better. We are all fully embracing collaborative ways of working via Zoom, Google Docs, Collaborative Keynote, Slack, Miro, etc. 2020 has forced everyone to move outside of their comfort zone and adopt new ways of doing things. Those that are waiting for the pandemic to end so things can “go back to normal” are short-sighted and doomed. We’re not going back. The industry had changed. Get on board.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Continue our agency momentum and keep building the creative energy.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
In a word, speed.
This was the year that produced several occasions where nearly every advertiser wanted to say roughly the same thing at exactly the same time
Some said it better than others, but the ones who got their messages out first stood a much better chance of getting the desired response.
As Mark Singer wrote, “One guy in a tuxedo producing doves can be magic; ten guys producing doves is a travesty.”
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
2020 felt like a year dominated by film, both because no one was really doing anything experiential other than experiencing being in the same place for long periods of time and because in a crisis, we prefer to operate from our comfort zones.
In 2021, I think we’ll see more brands poking their heads out of the burrow and looking for different sorts of opportunities to make an impact in the new world they find there.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
In 2021, we want to widen the aperture. The aim is to tell some new stories from different perspectives in different ways.
Working on Facebook’s “Born In Quarantine” last year, we spoke to a lot of centenarians about their experiences from the Spanish influenza pandemic of 1918.
One woman told us that when it was over, they “came out into a new world, and everybody stopped wearing long dark clothes, and everything was fresh and new and colorful.”
If that’s going to happen again, we want to be right at the center of it.
Tell us about one current project you are working on for early 2021.
The Olympics is coming. After all the isolation and the hardship, it might be just the tonic the world needs.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
Like everybody else, we had to maintain the quality of work we normally produce under a host of new pressures.
So many people across the agency rose to the task in different ways. We were all working remotely; some people spent a year in cupboards; others had their kids dive-bombing into client calls every day. And what we did, for the most part, stayed at a very high standard.
I think when we do finally return to the office, those experiences will have instilled a new sense of mutual trust. Less presenteeism, less hierarchy, more flexibility.
If we could make things work that well in 2020, we can certainly do it again.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Have more fun.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
In 2020, I added global pandemic to my short list of things I can’t control. Weather used to be at the top of my list; it’s now moved to number 2. I learned that the conditions of working in a pandemic brought our clients, agencies and crews together closer than ever and we moved through our shoot days like a ballet in a phone booth. Masked up, social distancing, testing, remote feeds, protocols and guidelines, each member of our team(s) brought their A game and I was humbled by the trust they put in me; in harvest.
As we move into 2021, these bonds and production methodologies we developed will continue to be tested, pushed to the limit and iterated over and over, again.
I will apply the following lessons in 2021:
- Stay nimble, flexible.
- 2-3 masks are needed per shoot day.
- Print scripts to bring to set.
- Actors that are related are not always better for a project.
- Don’t forget headphones for remote shooting and back up batteries.
- Keep booking basecamps where crews can walk to set.
- Petty Cash is no longer green money.
- Digital Timecards can be unreliable.
- Brush hair before turning on ZOOM camera
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
2021 is off to a positive start. Creative concepts I’m seeing are strong and smart and have the budgets to support the ideas. With the turmoil we have experienced in our country over the past few years, I think business both creatively and financially will be a boom in 2021.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
We are very passionate about launching our Carbon Neutralization program with Green The Bid for commercial production in 2021. It was a program I started a decade ago and today people are interested, engaged and know it’s the only way forward. I am grateful for GTB and their interest in moving the conversation forward. There are so many causes and needs in our communities today that we all have to come together and help each other raise awareness, raise money, food, shelter and care for those who cannot care for themselves, including our environment.
harvest will be turning 20 years old on March 15th and I’m excited to jump into some longer form projects we have on the horizon. I’m also writing a ton and crafting ideas where I can utilize different skill sets; it feels so fresh.
Tell us about one current project you are working on for early 2021.
We are working with our director, Elizabeth Banks on a large commercial campaign that is shooting in January. NDAs prohibit me from saying too much more other than we’re all very excited about the project. Shhhh.....
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
Well, thanks to the AICP and their bi-weekly ZOOM gatherings we all became well versed in the rules, regulations, protocols, guidelines and medical nuances of COVID and how to steer our companies through the pandemic. That already is boding well in 2021, as we won’t be out of the woods for awhile. And I’m not certain how we lived so long without ZOOM?
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
For us the key lesson of 2020 was adaptability and staying positive in the midst of uncertainty - where there is a will there is a way. We realized quickly after the production shutdown in March that our clients needed a solution for filming. Instead of waiting for production to open, we immediately got to work and pivoted from in person production to inventing our NuContext remote filming system. By April we were helming dozens of shoots a month, and even landing new clients using this new technology. Being solution oriented, nimble and quick to react are all qualities companies needed during the pandemic and given the changes our industry faces during “normal times”, these qualities are sure to be at the forefront as we navigate a post-pandemic production landscape.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
There are so many incredible voices and talent that just need one person to say “yes” and give them the opportunity and exposure. As a 100% female owned company, NuContext has always valued representation both in front and behind the camera, and we are thrilled that the industry is catching up! We are committed to producing work that cultivates an inclusive and nurturing space for the people creating it, and have a long standing policy to hire a minimum 20% female & BIPOC crew and post production team members with an emphasis on key crew and leadership positions. We are incredibly excited to work with and amplify the next generation of BIPOC talent to succeed in our industry by taking part in the AICP led #doubletheline pledge, supporting organizations like Made in Her Image and sponsoring an internship program with HBCU Southern University, Baton Rouge.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
The industry has shown that even through the most tumultuous of times, we are resilient and flexible. When we couldn’t be on set, we went remote. When the health and safety of crew and talent were necessary, we all became overnight safety officers and amateur epidemiologists. There is no doubt we will continue to be tested in our creative approach to production in 2021, which we are already experiencing with the current production “pause” here in Los Angeles. Agencies, clients and production companies will have to continue to innovate with technology and creative solutions in an environment where anything can happen.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Really, you can’t run a business or be creative without a good dose of empathy. And 2020 certainly brought that into crystal clear focus. The past 10 months have poignantly illustrated that we don’t necessarily know what’s going on in a person’s life. The struggles they face. The burdens they are carrying. The experiences they live. This applies to the people on your team, to your clients, to the audiences you create for. At Fancy, we’re looking at 2021 as an opportunity to be better. Better at listening. Better at understanding. Better at connecting. Better at pushing ourselves to be better.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
As tumultuous as 2020 was, and as much as none of us want to relive it (literally, or even in memory), it wasn’t a bubble. It didn’t pop at the stroke of midnight on Jan 1, 2021. I’m writing this on January 7, 2021, less than a day after the insurrection at the Capitol building in Washington DC and across state capitols, a day when 255,728 more Americans were diagnosed with COVID-19 and another 3,964 died. A day when the decision not to file charges against a white officer who shot and severely wounded a black man in Wisconsin was announced. As marketers and creators we have the talent and the tenacity to push the cultural needle forward. We can do it with the stories we tell, with the people we cast, with the crews we hire. What we do has the power to shape our world and people’s responses to it. It’s a privilege none of us can afford to waste.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
Over the next 12 months, I think we’ll be seeing more innovative ways of production, and more comfort with being remote, both from the agency and the client side. I also think we’ll be seeing fewer spots that are ABOUT being remote, fewer with that zoom/facetime/I-haven’t-left-this-room-or-these-sweatpants-in-months look. What WILL stay though is a deeper focus on understanding the real lives our audiences are living—it’s just that that means a lot more than their lives on their screens.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
Fancy has had a distributed workforce from our very beginning almost 10 years ago so the shift away from our office to FULLY remote for everyone all the time was easy in a lot of ways. BUT the absence of occasional get together in person for work, but especially for fun, has been acute. We’re going to be more focused on offering more ways to connect with each other throughout the year that aren’t on a screen.
Tell us about one current project you are working on for early 2021.
Right now, we can’t mention any specifics, but we’re working on a project that will continue to push the boundaries of how women’s bodies and their natural bodily functions are portrayed in media.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We are a 100% woman-owned, operated, and focused ad agency. Consequently, nearly all of our team and clients are women, too. And it’s no secret that women, in particular, are carrying a tremendous load these days. We have not only scrapped the idea of a “workday” and allow our teams to block off the time they need to manage new daytime child responsibilities but as a leadership team with 9 kids between us from the ages of 3-25 (all of whom need us in different ways than they did a year ago), we are doing it ourselves. We’ve moved certain activities to “happy hour,” and eliminated others altogether. We are building an environment that recognizes the real juggle working moms have today. We are walking the talk, setting the example so our teams and clients feel comfortable doing the same.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
We’re going to lean into the power of the positive this year. We’ve had it with the negative swirl all around us and if we can use our talents to help people move in a more positive direction—to think, to laugh, to grow, to learn, to feel—we’ll be helping to create the cultural shift that will make the world a better, kinder place
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Advertising in 2020 can be summed up in one word—Zoom. Creatively speaking, Zoom is the best and worst thing to happen to our industry. It was Zoom that allowed us to keep working and continues to do so. Zoom proved that we don’t have to be within the walls of our office to be productive. We could be scattered all over the country—and we were—and still be successful. For that, I thank you Zoom. (You can’t see me right now but I’m giving Zoom a golf-clap.) That being said, Zoom does not come without creative consequences. Coming together to create and review work as a team of 2” X 2” boxes cannot and will not ever compare to actually being in the same room to discuss a wall of work covered with ideas. Pixels cannot replace the spontaneity, comfort, support and collaboration that occurs in person. There is an “X” factor that is missing creatively with Zoom. Mr. Spock might disagree. But Captain Kirk gets it. And if you’re a creative, you get it too. So, for 2021, Zoom will continue to be a powerful tool for us. But there is a time and a place for it.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
2021 will be the year for more purpose and caring in our advertising messaging. 2020 has left everyone disheartened, cautious and weary. People need something to believe in. To be part of. To trust. There is a massive opportunity for brands to truly step up and connect with their consumers by thinking bigger than their own immediate needs. I am inspired by this moment for our industry and look forward to being part of more meaningful work.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
It would be an understatement to say that 2020 was the dumpster fire to end all dumpster fires. But despite it all, the people of Deutsch NY persevered. I’m so proud of how everyone stepped up despite how hard it was to do so sometimes. 2021 feels like the fresh start we all need. And with that, I’d like to remind us all to find the joy and satisfaction in what we do. We are so fortunate to be able to tickle the right side of our brains every day, working with such talented people, and getting paid for it. Advertising at its best is truly a joy. And when it is, the work flourishes. It’s time for advertising to be a joy again. We’re due. So, let’s call a Mulligan on 2020. It’s a new year and a time to laugh more, relax more and relish this merry-go-round of advertising. We’ll be better for it and so will our work.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
2020 demanded change from the world and our industry and I’m proud of how Deutsch NY has taken action. Making Black voices a more representative part of the creative process, point #11 from 600 & Rising’s open letter to the industry, led to the creation of Deutsch’s Diversity Panel. Our Panel reviews work in-development at multiple stages, from strategic positioning to final output, to ensure accurate, truthful and respectful representation of Black, POC and LGBTQ+ communities. Deutsch’s Diversity Panel has already influenced our work in numerous, positive ways. I’m also honored to be a part of the team’s creation of Deutsch NY’s “Fund The Change”— a scholarship and internship program created in partnership with School of Visual Arts for creative students of color. The first recipients for “Fund The Change” will start this Fall in S.V.A.’s class of 2025. While the scholarship portion of the program is important to help students complete four years of school, the summer internships and year-round mentorships we will offer will be as important in helping create the industry’s future stars and leaders.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
I have learnt that everything was/is in a constant state of flux, so we have to be flexible. In 2020, we saw huge shifts in creative asks as the world faced significant health, social justice and political issues. Creative agencies must approach work and business challenges with adaptability and quick-wittedness. While this has always been true for agencies that I’ve worked with, it’s increasingly critical now and in the year ahead as our world culture and business communities continue to tackle unique and complex challenges.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
We have all had to adjust and push ourselves to meet the tough issues that blew up in 2020.
This is not just making us better as people but also better at our jobs; it is testing us, opening up our apertures and ultimately teaching us the importance of true empathy. Our business is built on understanding our consumers and adapting to their needs, so this experience is absolutely teaching us valuable lessons and sharpening our skills in useful ways.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
As the world starts to get back to some level of normal in the months ahead, the creative we will be confronted with will draw from notions like “victory” and “freedom.” I imagine there will be a tone that’s not too dissimilar to communications that were seen at the end of World War II. While the circumstances are entirely different, I suspect similar emotions will be front and center in the work ahead, and that there will be a lot of it.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
We have many goals for 2021. From a creative development standpoint, we’ll continue to push the boundaries and test out new things. Diversity is also a primary focus for our company, both in our staff and in the diversification of our services. From an offering standpoint, we believe that “small bets can lead to big bites” as we expand our expertise and provide our clients with more innovative ways to grow their brands. It’s exciting to scale a business this way, and we’ll be embracing more of these opportunities for our agency and our clients this year.
Tell us about one current project you are working on for early 2021.
We’re finalizing a number of exciting campaigns that are launching in Q1 for clients Traeger Grills, Taylormade Golf Company and Ultimate Kronos Group. The Traeger work in particular is providing a fun opportunity for Zambezi as we’re handling all integrated strategy, creative and media duties for the brand, and given our in-house FIN Studios is leading all production, direction and post production of our campaign work.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
As a smaller, independent agency, we were able to adapt quickly to 2020 challenges and support our clients and staff in positive ways. We were also very fortunate to have a big growth year during an extremely challenging time for the industry. This largely came through continued investment and expansion of our services. We heavily invested in our Media + Analytics practice, amped up our design expertise, and recently launched a new social and content division. We’ll be focused on more of this cross-communications, integrated discipline growth in 2021.
Additionally, we’re very focused on our employees and supporting them on a personal level during these strange times of isolation, as well as juggling parenting and teaching responsibilities while working. Empathy and a huge focus on health and safety will continue to be our guide in the months ahead.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
It’s the same every year. The work comes first.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
The pandemic locked down live-action shoots in 2020, and brands needed alternative ways to deliver their creative concepts. We went back to basics, and what became clear was that in most cases, our clients didn’t need a new shoot to communicate a new idea. With Chapeau’s core artistic disciplines-- compositing, design, animation, and CG-- we could put existing footage to work bringing fresh brand stories to life.
We dissected stock footage and combined it with user-generated content, layers of animated graphics, design elements, illustrations, and animation techniques. High-end pixel-perfect compositing is what I’ve built my career on, and while it feels “old school” in comparison to the new visual technologies we love pioneering, in 2020 old-school approaches were our most reliable tool.
In 2021, COVID is still very much with us, and clients are asking us to think outside of traditional live action production until further notice. In addition to fulfilling their marketing needs, they are also seeing the efficacy of trusting experienced CG teams to introduce the world to their new products, and the ability of digital artists to give older footage new life.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
My slightly tinted crystal ball is telling me that creative businesses who are embracing bespoke technology should enter 2021 with a careful focus on IP ownership. I always embrace dialog and prefer to collaborate openly, but the hard lesson for boutique creative studios is to properly value our creativity. As creative work shifts to client-direct models, we’ve increasingly been seeing far-reaching NDAs from potential clients that note their ownership of vendor IP, in some cases even before it has been formulated or clearly concepted. For creativity to thrive in 2021 and beyond, we have to collectively insist that clients value creative autonomy as much as they value their own intellectual property. Innovation will be critical in the post-COVID climate, but for creativity to thrive, clients need to incentivize it, invest in R&D, embrace big ideas and give them room to grow, and their brands will blossom in 2021 and beyond.
Tell us about one current project you are working on for early 2021.
The pandemic gave Chapeau the once in a lifetime opportunity to spin up a virtual production practice. We have an LED panel partner now who is as psyched as we are about the future innovation, from simple LED stages to full in-camera VFX.
We’re in our happy place in 2021, out on the edge learning where the breaking point is. The take-aways are gold because the bumps and bruises from our creative testing allows us to confidently teach our clients about why and how we’ll need to restructure production calendars moving forward.
We have a handful of projects lined up for Q1 of this year, and I’m very much enjoying the blue sky idea portion of this ongoing experiment. It’s nice to be able to dream a little. I can hint that I’m focused on what the visual language of your upcoming autonomous journey will look like.
I always want to do the hardest thing first so In-camera VFX is my primary focus. We’re using 1.5mm LED wall panels to support the hyper-photoreal Chapeau quality assets needed to step into Brazilian rainforests, arctic tundras, Mediterranean beaches and New York City streets, all in one day.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We have a long history of supporting tech clients and managing our organization on a remote basis to service them in-house. As the pandemic and an immediate shift to remote staffing began, we’ve been noting where remote workflows gain efficiencies-- and solutioning where they lose them. The demands that distributed operations and a remote workforce places on agencies and production partners challenges all of us to communicate and manage our teams more effectively. I feel lucky in many ways that Chapeau had pre-existing infrastructure and processes to enable distributed work, but even with that head start, we spent the month of April optimizing various remote workflows. We tested more live-streaming video technologies in April than we knew existed before then, and even built our own private, secure cloud server to preserve and optimize our tried-and-true workflows. Our IT teams are really our MVPs of the COVID pandemic.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
I think most of all, because of the circumstances, we really had to open our eyes to what is most important to us as a collective group of artists and producers. We were surprised at how smooth a transition we were able to make to working remotely. It was a real test of the culture we have built. In order to withstand the lack of proximity, we had to really concentrate on the art of communication between ourselves, as well as, with our clients. We were able to really peel back the onion so to speak and see just how strong our relationships had become both on a personal and a professional level. In the end our business is about taking care of the people we collaborate with.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
That’s a really good question. For us, when the pandemic started, we talked as a group about showing empathy for others. Work was important but we didn’t want to be tone deaf. We realized that treating people with respect and humanity was most important. We quickly realized how much people had going on away from the office. There were sick relatives to consider, child care and all the stress and anxiety from the circumstances that had a really big effect on how people were able to approach their work. Going forward we hope that empathy, patience and understanding continue to take priority in the way we do business.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
I think the key to thriving in 2021 and beyond is finding new ways to handle more with less. The days of overpriced client lunches and dinners, unnecessary travel and lavish client sessions are a thing of the past. The budgets and schedules have been more challenging for years now but there was no correction in the expectations of the quality or amount of work being produced. Having gone through these last several months and scaling back, I think people realize that all of those things aren’t necessary to do great work or have a great experience. Hopefully that money saved can go back into what’s important which is the creative and the productions.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
It was our first full year as a company in 2020 and considering the environment, we’re very proud of where we are today. We fostered some new relationships, made some really great work and formed some amazing creative partnerships all over the world. I think in 2021 our main focus will be on continuing to perfect our pipeline and technical infrastructure which is always evolving. We also developed great partnerships with stellar creative shops overseas like Juice in Poland. We look forward to continuing the successful collaboration going forward. Lastly we have been integrating Virtual Production and Unreal Engine into some recent projects and that has us really excited because of the creative flexibility and efficiency it provides.
Tell us about one current project you are working on for early 2021.
We had a really busy end of year on multiple projects. Some of which are carrying over and some new ones starting up. Currently we are working on spots for Michelob, Subway, AIG, Best Buy and PayPal to name a few. It’s a nice mix between hard core VFX, CG animation and motion graphics. The Subway project is through Dentsu/mcgarrybowen. In one of the spots we used Unreal Engine and Motion Capture technology on set to create and bing to life a video game version of Marshawn Lynch. We’re video game geeks so that was a fun one!
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We actually built our business on utilizing remote technology. Working and rendering in the cloud, virtual work stations, etc was already a huge part of how we had our pipeline set up. Our strategy has always been utilizing a talented core group of Creative Directors, VFX artists, Designers, Animators,Technologists and Producers. Beyond that we call on talent from all over the globe depending on the ask. We have always believed you shouldn’t have to retrofit talent to creative if it isn’t a match. We like to stay flexible for our clients, while giving them the level of talent they come to expect when working with Bonfire. Continuing to expand our relationships with global partners and re-enforce the remote pipeline is always the top priority.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
I would say our New Year’s resolution is to listen to our clients even more than ever before. Not just listen to them when it comes to the details of a project but listen to them and be proactive about solutions that can help them get to where they need to go on a larger scale. The old way of doing things with expensive colorists, fancy edit suites and huge office spaces have proven to be obsolete and unnecessary in many ways. You don’t have to sacrifice quality and talent to be efficient. We want to put the money to work in the most important places, the ideation, the production and the post. We want to stay resolute in not shying away from new technology even if it means relearning the process. We are looking to be around for a long time and we’re not afraid to lean into this new paradigm shift.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Remember 13 months ago when we thought 2019 was a tough year and wished for a better 2020? Who would’ve guessed 2020 would turn out to be the roughest year of our lives. And though we’re keeping our fingers crossed for a better 2021, I’ve learned one thing – never be surprised by surprises. Mike Tyson famously said, “Everyone has a plan until they get punched in the mouth.” And despite all the plans we made last year, the world got a barrage of sucker punches. But the response to creativity didn’t change that much. Ideas that were authentic, non-clichรฉ and even entertaining were welcomed. Innovative applications of technology led to unimaginable adoption and growth of e-Commerce. And virtual finally became reality where new ways of working, selling, happy hour-ing, reuniting and consoling showed us that creativity always wins no matter what year it is. Thanks for the lessons 2020.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
Creativity always has, and always will be, the silver bullet for brands to survive and thrive. Apart from a few exceptions, 2020 wasn’t a bumper year for creativity. Though 2021 will continue to be challenging, brands will need to differentiate and seek new levels of creative innovation from agency partners. How can a brand’s relationship with people become more meaningful when the connection between them continues to be contactless and virtual? Can we augment technology to feel more human? Not just remove friction but create unique brand experiences online, in-store, virtually, on social or with A.I. And with the promise of 5G, just imagine the new ways people can experience products, spaces, learning and events. The crystal ball may be hazy but when you supercharge technology with creativity, the future is clearly limitless.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Two words: kindness and agility. Being kind matters- one can get entranced by the thrum of production. It’s easy to forget we’re all going through stuff. People and kindness need to come first. Agility means finding ways to create when the old ways fail. Personally, I am hoping that 2021 brings more kindness. I’m pretty sure the new year will continue to require more agility.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
First, the pandemic. PluckStudio officially launched in 2020. We got to do exactly one live-action production in New York, then the world went into quarantine. But one client told us they had our back and they helped keep us afloat with projects throughout the year. And I’ll tell you something, I’m hearing the same sort of story from several agency owners. It was a terrible year, but it was also a year where kindness happened.
Second, social and racial justice. I think 2020 showed us that we can all do better. Our little crew of creatives is already a diverse group. But I want PluckStudio to do better and that means more than making sure you’re ticking diversity boxes. This year I did a lot of thinking, which led to a manifesto of sorts about who we are and what we stand for. We plan on using this to strengthen our DNA and focus our efforts in 2021 and beyond.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
To be successful the industry needs to keep changing- to be more agile, transparent, and kind. I don’t think we’re going back to the way things were. At PluckStudio, we’re putting a lot of love into our new 3D animation and VFX capabilities, because those are pandemic-resistant lines of business. We’re embracing virtual production and remote production. We were already great at doing more with smaller, more focused teams. We were already about radical transparency. And we were founded as a “people first” kind of organization. This is the way.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
PluckStudio is now at a point where we do not need to chase every lead that comes our way. We are looking for clients who fit, both culturally and creatively. We’re not afraid of saying no, but we love to say yes. In addition to our commercial work, we’ll be launching new entertainment properties this year as we build our brand. Most of all, I want us to grow wisely and with intention in 2021.
Tell us about one current project you are working on for early 2021.
We are currently working on several projects, from in-house creative development to new client productions.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
2020 was a dumpster fire, and anyone who says differently is to be considered untrustworthy. Things that hurt: turning down commercial work because certain agencies wanted us to do things that were not safe in a pandemic. Watching several brands turn their video marketing off as they hunkered down. Most of all, the constant weight from the realization that so many of our beloved friends in the industry were hurting- especially actors and crew- when production got shut down. Yet, there was some good in the year: we realized that we did not want PluckStudio to be yet another generic production factory. We launched an animation unit! We created a holiday teaser film for “Duck & Snowman’s Christmas Adventure” that almost half a million kids watched. Overall, 2020 forced us to think differently and act with intention.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
My resolution is simple: to be more kind, more agile, and more grateful. To help where I can. To align with like-minded helpers. And to celebrate the good days and the good relationships we have. 2020 taught us these are precious. Finally, to drink more wine and eat more chocolate.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
The events of 2020 have changed the way we conduct our business forever; and frankly, in very important and good ways. Safety, respect and inclusion are the key words that come to mind. We have been very cautious about what jobs to engage on, all based on the approach and how safe the production can be. Given that no one knows when production processes will be what they once were, I think we are developing some protocols that will stay with us indefinitely. Being respectful of personal space, how clean we consistently keep our hands and equipment, are a few protocols that I believe (and hope) will become the new normal. Regarding racial injustice, prioritizing the diversity of our roster, employees and production crews has always been at the top on my agenda as well as since joining Wondros in the Fall of 2019. Going beyond gender diversification to ensure that humans of color and all backgrounds are hired to give every qualified person the opportunity to excel in this business is essential.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Each New Year, I come up with a word or phrase that ends up being a kind of mantra. For 2021, it’s “Trust the process.” It resonates for me since I cannot control a whole lot of what is happening in our world and in our industry today, but I can choose grace in moving through it. That feels better to me than the other options.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
The most relevant lesson we learned was the nuances of making a remote workflow as productive as possible. While remote work has been part of the animation modus operandi for a long time, there was usually an option for in-person collaboration. We had to get used to a lack of immediate internal feedback from key leaders on projects. The head of a department couldn’t walk to the desks of artists to deliver a response to work, no matter how tight a deadline.
To remedy this for clients throughout 2020 and into 2021, we made animation how-to decks. The decks explain the animation timeline for 2D, 3D, mixed media projects and more, and set client delivery and communication expectations right out the gate. All companies were adjusting to new WFH workflows, and setting standards for 2020 projects helped make each job run smoothly and efficiently.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
Over time, we began to receive briefs from companies we had never received briefs from before, but were proud to collaborate with. Animation--with its tendency to evoke empathy in its viewers--became a powerful tool to use to communicate messages on sensitive and timely topics like racial equity and social justice. We have since collaborated on a variety of campaigns for nonprofit Women Moving Millions, the Joyce Foundation and Google for Small Business, contributing animated campaigns addressing topics such as women’s equality, Black-owned small businesses, and gun control initiatives.
Additionally, to do our part in spurring community outreach, we created original animations on vital COVID-19 topics for our company IGTV, breaking down the struggles different groups face and pointing users toward organizations that could use donations and help.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
I hope we receive more social justice-oriented projects that help move the needle for women, the LGBTQ+ community, communities of color, and more. Brands have to walk the walk and talk the talk, as an introspective year like 2020 has demonstrated.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
As trite as it may sound, it still rings true: our strongest priority is to do great work. And in 2021, we want to do great work with more social initiatives. We loved collaborating with nonprofits and other organizations, and hope to bring more awareness to imperative causes and movements with animation in 2021.
Like many other businesses, we also will be facing a reckoning of what the future of in-person office life will look like in 2021. Now that a majority of our workforce works from home, we are examining our own office space needs into the future as an international company, and how best to serve our client needs with only as many resources as required. 2020 has certainly shifted how global economies view remote work and that will certainly impact the future of the office across all industries.
Tell us about one current project you are working on for early 2021.
We’re kicking off 2021 with two exciting game projects. More to come!
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
We had technology and communication workflow efficiencies in place already, required for collaboration between our Sao Paulo and NYC offices, that we implemented on a wider scale across our entire workflow in 2020. The nature of animation and our remote-work friendly processes meant we could translate our technological resources, communications and more for company-wide use.
In 2021, now that our clients are more used to the communications tools we implemented in 2020, we feel we can jump into the new year without the learning curve. Basecamp, Slack, and other services have helped both our offices globally, and with client interaction and feedback.
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
Real partnerships reign supreme, especially during down or COVID times like these. We really struggle without them. Like any marriage, an understanding of the process and a mutual respect for the process are big keys to success. To this end, we will continue to define and refine our methodology when it comes to improving quality and accessibility to our services. We see the continued implementation, monitoring and improvement of our process as it relates to quality as vital.
Gazing into your crystal ball, what do you envision for the industry--creatively speaking or from a business standpoint--in 2021?
A crystal ball is a nice, perhaps even a romantic notion but one that is perhaps a little uninspiring. If we all knew what was waiting for us down the road, how boring (lazy) do you think work and life would be? Imagination and/or evolution on the other hand is a wildly exciting space. Imagine a world of exploration, evolution, quality, craftsmanship and fun. Imagine a more efficient world when it comes to partnerships between brands, agencies and high-level makers.
What are your goals, creatively speaking and/or from a business standpoint, for your company, division, studio or network in 2021?
Assuming that improving the relationship between brands and their consumers is a value add then this will remain a big goal for us. We will continue our mission of helping brands close the gap between data, craftsmanship and delivery in the most creatively and cost-efficient ways.
Tell us about one current project you are working on for early 2021.
Without giving too much away, we’re in the middle of a 360-degree product launch that has us capturing and delivering (post) elements for all channels and brand touch points in one comprehensive shoot. While this type of relationship takes great understanding and trust, it results in all kinds of efficiencies when it comes to cost, time/speed and the top-shelf production value required to put the brand on the next level (quality). It’s important to note that the AOR (not WoodShop) is still the creative lead and we collaborate with everyone to take the collective vision and make it better. This type of relationship and vision has all the makings of a beautiful partnership.
How did your company, agency, network, service or studio adjust/adapt to the marketplace in 2020 (new strategies, resources, technology, health/safety expertise) and what of all that bodes well for 2021?
March was a gut shot on a lot levels. In the early days, we managed to pivot straight away and take a lot of our slated live-action jobs and transition them to post jobs almost seamlessly. Over the next few months, we were fortunate to be able to leverage both our facility/stage and the working relationship we have with our crew; thanks to these long-term relationships we had their trust. As a result, we were quick to adapt and institute all requisite safety protocols, and continue to do so on what feels like a daily basis. Our agency partners and our crew were willing to go back to work as soon as we were given the green light. In this sense, we were both lucky and grateful.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Survive 2021!
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
No doubt 2020 was a cluster bomb, and we were fortunate in that all of our people and their loved ones were all largely spared.
Business wise, it didn’t require any assets we didn’t already possess: resilience, rapid adaptation, innovation and communal work ethic. But, it required them to be deployed in new and untested ways, and if you had any weak links anywhere in the chain they would be exposed. Not at Tango. To a person, we have been absolute studs. So, it’s really not so much about what was learned, it’s about what was confirmed: Culture counts. Yeah, it’s a tired cliche, but why it’s different when it comes to Tango, is that it’s not bullshit. If you attract and assemble the best, and build relationships on trust, responsibility and commitment to each other and a shared purpose, you can prevail over any storm. Through it all, we didn’t cut a single position and we didn’t reduce a single salary, in fact, we added people. This experience has really strengthened every aspect of our company.
How will the events of 2020--from the pandemic to the call for social and racial justice--impact the content you create and/or the way you work?
From a work process perspective, remote editorial/post is here to stay. But, as soon as we can, we’ll all be back in office. Coordinating remote client schedules for an hour here or an hour there is no replacement for the undivided attention of butts on your couch. While this experience has forced the employment of multiple strategies that allow us to create in unique circumstances, it has only reinforced that traditional in-room, in-person sessions are the most efficient and productive way to deliver the best content.