The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
)
Creative Director at HB, Scott McGuffie, explains how designers can shift the conversation around motion to demonstrate its real value in helping audiences understand, interact and engage with professional services.
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?
Customer experience: Are brands using this sleeping giant?
Tom Primrose, Strategy Director at marketing consultancy and creative studio Nonsense, explores the often overlooked value of brands spending quality time with their customers.
What SNL UK can teach marketers about cultural nuance
The hugely successful Saturday Night Live has recently travelled across the Pond from the US to the UK. But, says Dominic Dithurbide, VP of Marketing at MarketFully, success in one territory doesn't guarantee success elsewhere, a lesson advertising must pay heed to.
Independence in production isn’t inefficiency; it’s part of the value
Droga5 London Head of Production Peter Montgomery argues that as agencies bring more production in-house, the industry risks undervaluing the independence, perspective and creative friction that external partners provide.