Creative Director
Fortnight Collective
What industry trends, developments or issues were most significant in 2022?
To go back into the office. Or not. That is the question. The great return to the office debate was big in 2022. For many, it became clear that there was no reason to go back. Or to even have a physical space anymore. For others, a formalized hybrid approach made the most sense. So you had the flexibility we’ve all grown to love as well as opportunities for in-person magic to happen. Balancing the productivity of telework with the community vibe of the office was a major challenge. But people are getting their groove back.
Next up: the Four-day Work-week debate.
What is the most relevant business and/or creative lesson you learned in 2022 and how will you apply it to 2023?
Change is a constant. Cliche, yes. But so true. We thought the pandemic was the thing that was going to change everything. But it was just the beginning. From the weather to a recession to war, you have to be flexible enough to course-correct in order to keep up. The old way of working turns into the new way, and before you know it, the new way is old again. So the lesson is: don’t get stuck. The way audiences do things, consume things, and share things, will continue to change. And in this industry, we can’t stay the same industry.
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?
Like the rest of the country, we were frustrated and devastated by the news of Roe v. Wade being overturned by the Supreme Court. As a creative agency, we knew we had to do something. And not just a cool video, either. We knew it was all about getting the right people into public office. So right before the midterm elections, we created VOTEX, the first-ever tampon brand that helps you vote. Using the tropes of feminine hygiene products, each box of VOTEX was plastered with instructions on how to register, and where to vote, all in hopes of causing a raging gush of voters in support of pro-reproductive rights candidates in Colorado.
And it won’t stop there. We’ll be inserting ourselves into the next elections as well.
What are your goals or New Year’s resolution, creatively speaking or from a business standpoint, for your agency, company or department in 2023?
You can’t make amazing work unless you focus on the right things. And that thing isn’t a thing. It’s PEOPLE. There are always new people coming into the industry bright-eyed and eager to learn. But sometimes, especially in this remote-working environment, they lose out on a lot of the hallway conversations, the in-person discussions, and the overall production experience. It’s important to mentor that up-and-coming talent and to keep them excited about bringing amazing ideas to life.
Gazing into your crystal ball, what do you envision for the advertising and/or entertainment industry--creatively speaking or from a business standpoint--in 2023?
With platforms like TikTok illustrating how everyone can be a creator, my crystal ball sees agency creatives getting even more hands-on with making their own stuff. From filming to editing to photography, agency copywriters and art directors will go beyond writing and designing to start bringing more to the table in order to get more work made faster, for a smaller budget. Will it be great? My magic 8-ball says yes.
How did your company, agency, studio or department adjust/adapt to the marketplace in 2022 (new strategies, technology, health/safety expertise) and what of all that bodes well for 2023?
Side hustles are here to stay. As an agency with a huge freelance Collective, we embraced it even more in 2022. Sometimes we were the side hustle, and Collective members worked on our projects during p.m. hours. Sometimes we helped people with their side hustle because their new product or amazing idea had huge potential. Sometimes, someone’s side hustle made them understand our hustle even better, and they became great partners and consultants. These side gigs made people even more valuable and more fun to work with. As 2023 heads in, side hustles are only going to matter more for all creatives