Rhea Scott on Changing the Conversation for 2016

From a creative point of view, how would you describe 2015 for the industry?

2015 was a busy year for experimenting with new techniques and technologies in production. The expansion of web and mobile content has helped erode old format requirements, like length and tone, bringing us ads outside of 30- and 60-second spots that push the boundaries of advertising.

What has your own best personal achievement been in the past 12 months and why?

I’d have to say working with the almighty Christine Vachon of Killer Films (Carol, Still Alice, Boys Don’t Cry, One Hour Photo, Kids) was my biggest achievement.

It was a true high point to work with her, Kiefer Sutherland and Michelle Pfeiffer, and my dear director Andrew Dosunmu on our upcoming film, Beat-Up Little Seagull.

Aside from that, I’m proud to be able to support Little Minx's directors in their development in all aspects of filmmaking, not just commercials.

What about your company’s creative performance; how much do you think you’ve grown this year?

Little Minx has seen substantial growth this year with the addition of name talent like Zoe Cassavetes and Luca Guadagnino, but especially with our younger new directors Los Perez, Sea Chant, Augusto Fraga and Caleb Slain.

Our roster has never been stronger or more diverse, and it’s been exciting to watch the sort of work their different styles have attracted.

And looking ahead to 2016, what are you most excited about in terms of the industry and advertising?

Virtual Reality! When Little Minx enters into a new medium, it isn’t just to add to the conversation, it’s to change it. That’s exactly what we’re doing with digital-native director Caleb Slain.

Give us an example of a strategy/approach from a brand you’d like to see more of in 2016…

It’s hard for brands to find the right fit for a celebrity endorsement or spokesperson, but Levi’s was brilliant to tap Alicia Keys to be ambassador earlier this year.

The trick is to find someone who truly shares your brand's values and personality, not just a hot name that can move units.

Which campaign, piece of work or moment will you remember this year for and why?

I really enjoyed Karim Huu Do’s Original Superstar for adidas [below]. He captured a lot of complex personalities and emotions and blended them with imaginative visuals.

I’ll also remember Los Perez’s Gone music video for JR JR. They impressed me with how many diverse characters, shots, and effects you can weave into a single concept.

And of course, the superlative and unforgettable Frank Budgen of Gorgeous.

What’s your new year’s resolution, workwise or other?

In 2016, I’m resolved to make the young, innovative, super-talents on my team industry-wide favorites. I’m also going to make a lifelong commitment to Pablove, the pediatric cancer foundation that I serve on the board of, and vow that philanthropic work is as important-- if not more important than my career.