The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
Podcast face-off episode three sees Co-Editors Danny Edwards and Jamie Madge delve into the big bag of IP usage.
Tangibility: McDonald’s secret sauce for truly getting its message across
If being playful is a powerful brand asset, then McDonald's approach to it comes in the form of tangible, real-world campaigns that aim to deliver joy. And Cameron Russell, Head of Marketing at Marketreach, is loving it.
There is a current that moves: Emotion, instinct and directing with feeling
Director Georgia Hudson reflects on movement beyond the physical, and how instinct, trust and human connection shape the work.
Choreographing physics: Directing liquid in tabletop
Mateus De Paula Santos, CCO and Founder of Lobo, explores the craft of shaping liquid on screen, and why physics, not pixels, does the heavy lifting.
What movement can teach us about releasing control
Movement isn't just about what happens on the screen, says Sage Bennett, director at Greenpoint Pictures, it also includes the movement and evolution of those behind the lens. So, she says, sometimes you just have to let go.
Craft, chemistry and collaboration: What clients really value in production partners
To in-house, or not to in-house, that is the question. Or is it? asks Mark Harrison, Head of Creative at Postcode Lottery. The format, the technology and the people are just some of the things which need to be considered, and as long as great work is the destination, the route can alter.
The language of movement
As Senior Motion Designer at Entropico, Toby Garrow sees movement through a motion design lens, where emotion, rhythm, and behaviour are distilled into their most essential forms and cinematography is connected to performance and intuition.
AI, production, and the value of perspective
Artificial intelligence may make it seem that anything is possible but, says Alex Cowley, Head of Production at Neverland, that isn't always the case. It is a producer's job to bridge the gap between 'potential' and 'achievable', all while keeping craft at the forefront.
How to make brand-artist collaborations that don’t suck
Oscar Eavis, co-founder and Strategy Director at creative agency Mox, argues that most brand-artist collaborations aren't collaborations, they're talent rentals with a sexy co-creation sticker on them, so what’s the secret to a successful partnership?