1) In 2017, I learned that agencies realized they were losing the trust of their clients who were looking elsewhere for partnerships to get their content made. They came to production companies and other agencies and asked for creative responses because, why not? Last year, agencies also learned how to be smarter, more strategic, and build back trust with their clients. The language barriers between clients/brands and production companies. I think at the end of the day, agencies and production companies both have very important roles to fill in today’s advertising, and the focus should be on how do we all work together to make the best creative content.
2) Going off of what we’re seeing, and even what has been happening at CES, I believe that AR is going to have its moment in 2018. It’s such a unique platform that offers a plethora of creativity and possibilities to support a story. It also offers a much more personalized and immersive experience that challenges the fourth wall narrative that televisions have.
3) To kick off 2018, Tool created an AR experience which was inspired by David Bowie. We wanted to celebrate his life by creating “Modern Love AR”, which, coupled with the app, portrays what we felt his ideas would have translated to in the digital space. It’s very psychedelic and it felt good to put our creative thinking into a project that was purely for enjoyment and celebration of a person’s life.
4) For 2018, I want to focus on the storytelling. I say this a lot, but it’s because I truly believe in the process and have seen the results it gives us and our clients. It all comes down to the story you’re trying to tell the consumer, and making it as captivating as it can be, whether it is strictly a story being told or supported by technology. When the viewer walks away from your campaign with a feeling that they can’t shake, that’s when you’ve done your job the best.
5) When it comes to women in film, Tool has always been a leader in promoting women filmmakers. Look at our roster…we at one time represented Alma Harel. Today I think about: how do we go beyond just female directors? I want to find the next generation of executive producers, creative directors, directors of color and everywhere in between. It’s not only about hiring women in every area, on every level, but true diversity.
6) It’s of utmost importance that our company treats each and every one of our employees with respect, and to hold each other to the same standard. We believe this industry works best when you work together and build off of one another’s ideas. This means that building trust and respect should be a priority. Our team consists of the best, and we ensure no one feels they are mistreated, simply by promoting a positive work environment that encourages anyone to say something that they may feel is concerning. Transparency is key to keeping everyone honest.