Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
If brands want to engage with a new generation of platform-native consumers then audiences need to be entertained and educated, says Natasha Wellesley, Head of Integrated Production at Ogilvy UK. Telling culturally relevant stories via short-form content might be a big shift for marketers, but it’s an exciting one.
Short films are a labour of love, says Mindy Goldberg Founding Partner of Epoch Films. But they're not only a labour of love because, done for the right reasons - and with the right approach - they can push a director's career forward and be successful for productions companies, agencies and brands alike.
Casting can be challenging, finding the right people to tell a real life story even more so. Simon Frost and Ben Hanson, Co-Founders of recently launched production company Witness, which specialises in authentic storytelling, reveal why making it hard for yourself can sometimes pay dividends.
With shorts being a starting point for many directors, Zon van Noordwijk and Bram Koopmans, Editors at Ambassadors look at the synergies between condensed cinematic storytelling and advertising. We also delve into factual content and how brands – and charities – are increasingly leveraging the power of reality to connect with audiences.
Sportspeople aren't meant to hit their marks or deliver scripted lines, says 77 Ventures' Creative Director Doug Hanshaw. So, instead of trying to make them, embrace the unpredictable, unscripted nature of shooting short branded documentaries to get your work onto the winners podium.
While audiences seem increasingly put-off by perfectly polished ads, authentic content is proving an effective way for brands to reconnect with consumers. Drawing from personal experience in documentary production, Eric Nichols, Executive Producer at Smartypants, emphasises the value of vulnerability, imperfection, and the untapped potential of documentary techniques.
Short films can be incredibly impressive and hugely artistic, but can they kick-start a career in advertising? Not according to The Moon Unit, who argue that if you're looking for a calling card, have a spec spot to hand.
The ASA's ban of FKA twigs' Calvin Klein campaign, because it objectified her as "sex object", was criticised by the singer and by others who noted that The Bear's Jeremy Allen White escaped regulation for a far saucier ad. Kirsty Hathaway, ECD at JOAN, comments on this reversal and wonders if International Women’s Day played a part.
The world of branded content encompasses everything from Love Island to TikTok influencers via Netflix docos, product demos and YouTube shorts. Tim Cumming talks to a range of industry creatives refreshing the concept of content.