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?
As we hit the half-way mark of 2022, we are all asking the big question: “Are we headed into a recession?”. With that in mind, I believe both clients and agencies are being conservative when it comes to spending. It’s an important time to be on top of our clients’ businesses and try to and forecast as much as possible. It’s also forcing us to be super effective with the work we produce. There is always a great creative solution.
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?
We all live on social media these days, along with the brands we work on. It’s impossible not to encounter activism. The key is to align ourselves with a cause if it’s truly aligned with the brand’s values. There is nothing worse than just jumping on the bandwagon.
What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in this year?
I recently worked on Michelob Ultra — McEnroe vs McEnroe, a one hour show that debuted on ESPN. It was a huge technical undertaking. One that had never been done before. I learned that it truly does take an army to create something new. Collaboration and partnership between all parties, our clients, our production companies and agencies, was the only reason this idea came to be, and I’m super proud to have been involved in it.
What work (advertising, entertainment, documentary) -- your own or others--struck a responsive chord with you this year and why?
I am very jealous of the work done by Dole and Amanas Anam where they produced the leather substitute Pinatex. I love this idea on so many levels. Firstly, it’s doing good for our planet, and secondly, it was important to me that it came from the world’s largest fruit and vegetables manufacturer. It’s inspiring that they felt a responsibility to the planet and changed their infrastructure to do something about it. I hope this is just the beginning for them.