The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
Jay Allen, Emmy-nominated producer and VP of Unscripted at SunnyBoy Entertainment, discusses the evolution of unscripted storytelling and why audiences are gravitating toward immersive nonfiction experiences and behind-the-scenes style content.
Fear and loathing in artificial reality
Ben Smith, a visual storytelling veteran, Co-Founder and ECD at The Mayda Creative co., explores the cultural tension between authenticity and artifice as he journeys through the artificial landscapes of media production.
Greenhushing or greenshouting: How to market the message of climate catastrophe
As we face up to the alarming realities of climate change, Tracey Lee, Strategic Advisor to Creatives for Climate, answers questions about how the ad industry can put its influence to good use by creating awareness and change without causing panic.
The best brand characters have strings attached
Drawing on her experience creating a brand spokespuppet, Eli Vasiliou, Creative Director at Thinkingbox London, explores why puppets make such memorable advertising characters, and how physical craft, human performance and a little unpredictability give them particular appeal in an age of AI-generated perfection.
Can audiences connect to synthetic characters?
Oriana Tinti, creator of Victoria D. the AI-generated protagonist of an online drama series discusses AI and the tension between emotional truth and digital imagery.
Be more Bosch: Why marketing needs more emotion
Making people feel something is the aim of both art and advertising but, says Annie Harte, Audience Strategy Lead at eight&four, the latter usually relies on highlighting one specific emotion; happiness. So, what if advertisers embraced the approach of 15th century artist Hieronymus Bosch, and targeted the gamut of human emotions?
Is craft becoming a luxury good?
Justine Armour, International Chief Creative Officer, at 72andSunny talks us through the complexity of crafting ads, and how we can learn to take our time with perfecting the art.
WPP Production’s triple-bid row: The industry responds
Published extracts from leaked WPP Production guidance have reignited debate over competitive bidding and client choice. WPP says the extracts have been selectively quoted and rejects suggestions that it misleads clients or undermines fair competition. shots gathers the industry’s response.
Awards and altruism: How adland decides where to give away its creativity
As charities fight harder for funding and agencies harder for an audience’s time and attention, what makes a cause worth saying yes to? Jonathan Grant looks at whether pro bono work can only thrive if it’s good for everyone involved.