CEO/Partner
Lucky Post
1) With a greater need for content now more than ever, the entire creative community is being stretched in many ways. The speed at which content is required means that in addition to our roster talent, we need curated and trusted freelance talent or off-roster creatives to ramp up at a moment’s notice. We are always keeping an eye out for new voices, especially those who have multiple creative abilities, and have developed a terrific network. One of the positive aspects of the content glut is that we are often involved in projects much earlier, sometimes in the concept stage, which we thrive on. It means we do a lot of work up front, before the concept is sold but it’s a partnership we form with our clients in the process.
2) The most evocative work this year has been the creation of engaging branded content. Things that speak to an ethos where the “sell” is about identifying with story, character, and brand values. An example we’ve been involved with are a series of YETI films presented by YETI. These beautifully crafted documentary pieces engage the viewer with a subtle wink towards the brand. Each presents a story about a person who is deeply connected to the outdoors - sporting, preserving, exploring - but without mention of a single product. A title card is all people need to know about what company connects with a love of the wild.
3) Lucky Post did the edit and finish on Tazo Tea, directed by Lucky 21’s Adam Littke, which was shortlisted for a 2019 Cannes Lion. It was an exceptional idea with a fairly limited budget…..“Brew the Unexpected” featuring Alyssa Edwards from RuPaul’s Drag Race as a counselor for Camp Tazo. Lesson learned: there are extremely creative ideas out there but we need to think more nimbly to deliver them for our clients. If we do, there’s a story to be told and honors to receive - and not just for massively funded work. Although those are always nice to have.
4) We see a continuation of the last 12 months, far more smaller-scale branded content projects that require us to construct bespoke teams. There will still be a need for the traditional channels. But with social media controlling far more viewing habits, we need a more flexible offering for brands & agencies; built with the same core values and backed by our main entity, but formed with world class partners that we can bring to the party in a cost effective and efficient way.
5) Good creative is good creative, but with the ever-changing landscape there are so many ways we can deliver for our clients. We continue to seek the best work and welcome involvement early to help shape an idea. We gain enormous satisfaction from introducing top talent that a brand or agency might not have been exposed to, and help marshal the project from a few words on the back of a napkin to a finished piece being shown in Cannes.
6) We look at our business for the long term, and prefer to foster our own talent and help them form their own journey. Mentoring is one of the most effective ways to encourage diverse voices and workforce. Lucky Post editors Elizabeth Moore and Sai Selvarajan began with us in the early stages of their careers and have become creative forces with unique perspectives, and clients who appreciate them as much as we do.