2022 Mid Year Report Card Survey Response

Guilherme Marcondes
Creative Director




What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?

The roll out of several AI technologies.

How have any societal issues--such as the pandemic, the Supreme court decision on abortion, calls for equity, inclusion, diversity, racial and social justice--impacted the way you do business, company policies and/or selection of projects/creative content?

As an international animation company used to remote work, the pandemic had the unintended effect of showing clients your physical location is not that important. That was something we already knew but now clients are much more friendly to remote productions.

What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in this year?

We worked on a campaign for HULU+ with Deutsch LA to develop an animated fake cereal commercial for basketball star Lamelo Ball. It was like a TV ad inside of a TV ad. It was such a wild concept and it worked really well. It’s always refreshing when the creatives can be, well, creative and not literally follow whatever measurement and testing is telling them to do.

What work (advertising, entertainment, documentary) -- your own or others--struck a responsive chord with you this year and why?

Our company did a really fun campaign for Burger King called “Glitch” going through several styles of videogame technical bloopers and it was one of those wild projects we rarely get a chance to work on.

While gazing into the crystal ball is a tricky proposition, we nonetheless ask you for any forecast you have relative to content creation and/or the creative and/or business climate for the second half of 2022 and beyond.

If the recession materializes we will of course see tightening of budgets, less projects etc. I also think the “AI look” will be hot for a minute before becoming just another tool.

Has the first half of 2022 caused you to redefine or fine tune the goals of your company, division, studio or network--and if so, in what way(s)?

We have been figuring out what to do with our physical spaces, offices and studios and giving people a say on how to engage with them moving on.

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