1) Lower budgets, shorter timelines, more deliverables. The push for new, consolidated production approaches is relentless. Not just integration in terms of film, static and digital, which is now a given. I mean the big clients wanting to consolidate cross-agency and cross-brand with production. Of course, the trick is doing that while maintaining everything good about agency production, like brand familiarity, relationships with creatives, account people and the clients themselves. Procurement continues to have tremendous influence, but protecting good creative must be the touchstone of any model moving forward.
And I see us as being able to do more of the work ourselves. I went to film school so I like filmmakers and I think there are opportunities to own more of the process than in the traditional model. Not as a replacement, but an enhancement.
2) Of course, the gun control work stands out to me. Having that opportunity to speak out and put the resources of a big agency behind a meaningful social cause is rewarding. I have daughters, so the “Dad-Dos” work Grey did for Pantene resonated with me, and by resonated, I mean had me balling. And while those weren’t big productions, I still love big film production and craft. In that vein, some of the Under Armour film is beautiful, as is the Hennessy work. The OK GO Upside Down video still impresses me that they pulled that off. And the “Shot on iPhone” spot with the dog running to camera? I watch it every time. I love it. The shot, the music, the idea that the spot itself is a product demo. Plus DOGS!
3) Again, the “Shot on iPhone” work is effective strategically because at its core, it’s a product demo.
4) We will continue to see the big agencies facing down threats from smaller agencies, production companies, media companies, content shops. We’re all converging toward the same point, but from different directions. While it sounds conveniently self-serving, I believe storytelling will continue to be the linchpin that holds it all together. At least I hope so. I was just reading how Facebook is experimenting with mid-roll in Facebook Live. I thought, “Hey, that sounds familiar. Sort of like, hmm, I don’t know, commercials in broadcast?” But it would be cool to do actual live spots in FB Live. Of course, there are legal hurdles, but I bet they could be worked out. Tell a good story or show a powerful image, and people will engage.
5) Obviously tying in with a social movement seems to do well.
6) Can someone please create an industry standard digital asset management platform? I think it’s bigger than one company, but man oh man is that an opportunity. I don’t necessarily want to develop it, I just want to use it!
All of our producers have and either are learning or should learn Premiere. Even if you don’t use it to actually create consumer facing work, practicing it will make you better at storytelling. Am I supposed to say 3D printers, and VR goggles and 360 cameras? Yeah, those too. And I want a drone.