· 2019亚太广告节精彩内容预告 ·

  2019年1月22日

MARK TUTSSEL: “OBEY YOUR HUNCHES”​

yataiguanggaojie-1-2019-02-27

The synopsis for Mark Tutssel’s session at ADFEST 2019 is refreshingly brief and to-the-point. Expect to find out, “Why instinct, alchemy and entrepreneurial thinking will win the creative future.”

Tutssel wants our industry to be brave again. It’s time to follow our gut instincts and act on our hunches.

And given that Tutssel leads Leo Burnett Worldwide as Executive Chairman and Global Chief Creative Officer, it’s worth taking his advice.

Tutssel oversees Leo Burnett’s creative output for some of the world’s most respected brands, including Samsung, McDonald’s and General Motors. Under his leadership, the network has topped the Gunn Report’s “All Gunns Blazing” category for seven of the past eight years.

“The secret to our success has been the relentless focus on creativity at the core of everything we do, and in creating an environment where creativity can flourish and people can thrive,” says Tutssel, who is joining ADFEST 2019 as the festival’s Grand Jury President.

“We’ve never rested on our laurels, which goes back to something Leo Burnett once said: ‘I have learned to practice what I call ‘constructive dissatisfaction’.’ That ethos means that each day we’re motivated to find new, fresh, innovative and memorable ideas that will make people sit up and take notice. You’re only as good as your next idea, and that’s what makes this industry — and Leo Burnett — so special.”

Tutssel’s work has garnered every major creative accolade, including over 600 Cannes Lions, three Titanium Lions, four Glass Lions, the first ever D&AD White Pencil and countless Lotus Awards.

“ADFEST is one of our industry’s most respected events and a personal favourite of mine among the regional festivals. It’s a hotbed of creativity and learning, with a hugely passionate delegation,” he says.

  2019年1月22日

ADFEST RAMPS UP ITS PROGRAM WITH A NEW BREAKOUT STAGE & ‘OPEN SPACE’ WORKSHOPS

yataiguanggaojie-2-2019-02-27

ADFEST is ramping up the number of workshops on offer during this year’s festival, which runs from Wednesday 20th March to Saturday 23rd March 2019 in Pattaya, Thailand.

With a new Breakout Stage and an area for more interactive Open Space Workshops, delegates will be able to choose from workshops and seminars running in parallel to sessions in the main conference hall at PEACH (Pattaya Exhibition and Conference Hall).

We are delighted to confirm the following workshops and sessions:

INNOVA Lotus Shortlists Presentations

Craft@ADFEST: Wednesday 20th March 9.30 onward – Breakout Stage

Don’t miss the chance to see this year’s INNOVA shortlists present their work, explain the challenges they overcame, and convince eight judges – face-to-face – that their idea is truly pushing into unchartered territory. It’s an opportunity to learn from other creative leaders as they dodge hairy questions from our Jury Presidents, including Grand Jury President Mark Tutssel, Executive Chairman & Global Chief Creative Officer at Leo Burnett.

VR and Ambisonics: Creating the Future of History, presented by I Am Cardboard PH & Hit Productions Inc.

Craft@ADFEST: Thursday 21st March 10.40-11.40 – Room Pattaya 4

The Ayala Museum in Manila recently collaborated with German filmmaker Marco Biemann and award-winning sound studio Hit Productions to introduce fully immersive VR dioramas to visitors, creating an intensely personal storytelling experience. Learn directly from the production team about their creative process, the equipment used, how VR is shot, edited and mixed, and the challenges of VR storytelling. This workshop will be led by Marco Biemann, Chief Content Creator at I Am Cardboard PH; Vic Icasas, President & Managing Partner at Hit Productions Inc.; and Dennis Cham, Chief Technology Officer at Hit Productions Inc. – all based in Manila.

Juries Insights, presented by ADFEST 2019 Lotus Awards juries

Creative@ADFEST: Friday 22nd March 10.00-12.55, 15.45-17.10 & Saturday 23rd March 10.00-12.10– Breakout Stage

Join a series of in-depth and freeform discussions with the juries of the 2019 ADFEST Lotus Awards, who will reveal what they discussed behind the closed doors of the judging room, category by category. It’s a chance to lift your own creative bar by learning directly from the experts.

Think Like A Murder Mystery Writer, presented by Ankur Kalita, Vice President/Senior Creative Director at J. Walter Thompson in Delhi, India

Creative@ADFEST: Friday 22nd March, 14.30–16.00- Room Pattaya 6

We all sit on the edge of our seat while watching murder mysteries. Do they contain a secret formula that could benefit our industry? Yes, according to copywriter Ankur Kalita, who points out that murder mystery writers begin with the murder, and go backwards from there. “And that's a great lesson for us ad folks. We need to start at the end too, to begin making more of a difference in the lives of the brands we work on,” he says. In this workshop, you’ll learn how to write stories that are as compelling as murder mystery bestsellers.

Speed Dating with the Juries

Creative@ADFEST: Saturday 23rd March 14.30-16.50– Open Space Workshop

If you’re a young, up-and-coming creative professional, don’t miss the rare opportunity to share your portfolio with the world’s leading creative thinkers for some one-on-one advice and critique.  Stay tuned for more information.

  2019年2月25日

 DENTSU WEBCHUTNEY: “WE HAVE JUST SCRATCHED THE SURFACE OF AI”​

yataiguanggaojie-3-2019-02-27

If you want to enjoy a long and prosperous career as a creative, then you’d better learn to use artificial intelligence – fast.

Dentsu Webchutney’s Vishal Sagar and Gurbaksh Singh are presenting at ADFEST 2019. The topic of their session is fascinating – if not a little terrifying! They point out that AI can already perform lots of creative tasks, and will have a radical impact on creative jobs of the future.

Sagar is an Engineer by qualification, but now works as Creative Director at Dentsu Webchutney in Gurgaon. Singh is the agency’s Chief Creative Technologist and creator of India’s first innovation lab within an advertising agency. Don’t miss their session at ADFEST 2019, which takes place on Wednesday 20th March at 11.50-12.25 as part of the Craft@ADFEST stream.

Let’s start with the big question everyone’s asking right now. Is AI going to steal the job of creatives?

There are many who believe that creativity is a trait unique only to humans. Nothing could be farther from the truth, considering that AI can paint, write, compose music, make movies and execute many other creative tasks, today. We have just scratched the surface of AI: it won’t completely take over the role of creatives yet. It, however, will take the role of the best creative collaborator ever.

What skills will creatives of the future need to have?

The human brain is a pattern recognizing and rearranging machine. It spots patterns, replicates them and creates new patterns too. Science, Mathematics and Economics are all built on patterns. Creativity is no different. Bots can replicate some of these patterns, if not all. “The Next Rembrandt”showed us the patterns in Rembrandt’s work and how a bot was able to copy it successfully.

In the coming times, our perspective on creativity will change and our relationship with it too. The creatives of the future should be ready to use AI to their advantage. In our opinion, the biggest skill that creatives of the future need to learn is AI.

What do you hope people will learn from your talk at ADFEST 2019?

We hope to make people understand their own creative process in a better way. We will talk about creative process, patterns and the current state of AI. We will also touch upon what the future holds for creative people.

You are based in Gurgaon. Can you describe what Gurgaon is like – how does it inspire you creatively?

Gurgaon is a young city that is home to professionals from across the world. This means that we get to taste various cultures, which is great for creativity. Gurgaon is also very experimental in nature and at the same time, it is kind of unforgiving to mediocrity. It in many ways reflects the times we live in. Fast, dynamic and ever-changing.

Dentsu Webchutney was crowned the Digital and Mobile Agency of the Year at Goafest, India for the very first time last year. What’s the secret to its recent success?

A young and dynamic creative team. Focus on insightful work. Cutting-edge innovations. And client agency partnerships that push for great work that works. Also the fact that the Digital and Mobile Agency of the Year award was introduced for the first time at Goafest last year.

  2019年2月25日

THOMAS HONGTACK KIM: THE POWER OF CHEMICAL REACTIONS

yataiguanggaojie-4-2019-02-27

You can expect to learn a lot about “AI” at ADFEST 2019, but Thomas Hongtack Kim is far more interested in “HI” – Human intelligence. At ADFEST 2019, Kim will be speaking about the importance of creativity driven by human insights in an age of AI in the session "Why Human Insight Matters More in the Tech-Driven Era" on Wednesday 20th March at 12.25-13.00.

How did you come up with the topic of your talk at ADFEST 2019?

From my experience working in digital communications for decades, I have always wondered why people focus on the technology itself rather than the human experience. My notion about tech is that tech is just a supporting element to show how great human thinking is. Without human intelligence based on human insights, communication solutions become nothing but a mechanical result of data.

What do you think people will learn from your session?

Everybody living in a tech-driven society is anxious about the future as we are often told that AI will replace almost every human job in the near future. Despite such anxieties, we rarely put effort into discussing how we, human beings, should get along with tech and use it wisely. At ADFEST, I want to state clearly that the algorithms developed by data mining are just a mere physical action. Our creative solutions however, are definitely a chemical reaction from various insights combined. To CREATE is the realm of human beings.

Can you tell me more about 2kg: you describe it as a “creative solutions lab”. How is it different to more traditional Korean agencies?

The normal weight of the human brain and heart is 1600g and 400g each, making 2kg when combined. I believe these two elements, human brain and heart, are the only elements we need to develop creative solutions. Thereafter, my creative solution lab’s slogan, ‘the brainy and brave solution’, refers to human intelligence and passion.

2kg launched August 2016, almost three years ago. Still, many agencies in Korea focus on traditional advertising. 2kg, however, is different in that we focus on corporate and NGO consulting to create a service platform. Our main focus has been on CSV (Creating Shared Value) projects, from making a fundraising platform for building a hospital for ALC (called Korean ALC Platform, like the ice bucket challenge), to creating solutions for future climate change refugees now living in the isles of the South Pacific.

Together with Yonsei University, where I work as a visiting professor, we’ve been creating a Wikipedia-like story-gathering platform for a bottom-up history of Korea. Last but not least, I am also taking a leadership role writing a book about ‘Sustainable Society’ with six co-authors.

What are your goals for 2019?

The vision of 2kg and my biggest challenge is to create practical solutions, not a sugarcoated one. To do this, I continuously try to combine insightful ideas with appropriate technology. The biggest challenge comes from myself, as I sincerely hope my ideas will be helpful for sustaining ‘the sustainable society’.

Youve won lots of awards – but what’s your proudest achievement?

Every award is precious. But if I have to pick one, I believe the proudest one is “Going Home” sponsored by Hyundai Motor Group. It is about the displacement of people from North Korea. Before the Korean War broke, there were a lot of people who came down to the South and never went back again.

My father was also from North Korea. “Going Home” was a project to take an 88-year old man to North Korea, to his old home, by car virtually. To accomplish this, we used technology to convert a 2D map of North Korea into 3D, and built his house, that didn’t exist anymore, by his description and drawings. I believe this project is meaningful because it proves that technology can serve well to human emotions.

In an age of AI and big data, do you have any advice for up-and-coming creatives? What skills will they need to thrive in future?

In one word, AI provides an optimized result based on collected data. However, creating a creative solution based on insights is up to HI (Human Intelligence). Deep dive into human insights and design your thoughts.

You have attended ADFEST before as a judge. What’s your favourite memory of the festival?

For most creative people, ADFEST is usually the first festival of the year to discover ‘what is new in this year?’ From ADFEST, we can predict creative trends and see what creative people are preparing for their future. To me, ADFEST is an opening ceremony for the whole creativity festivals of the year. And of course, enjoying days and nights with friends and delicious food has always been a great memory.

  2019年2月25日

IF YOU COULD EXPERIENCE HISTORY, HOW WOULD YOU FEEL?

yataiguanggaojie-5-2019-02-27

What would it feel like to be part of the Warsaw Uprising of 1944? If you could experience the devastation of war through a Virtual Reality headset, how would you feel? Sad, angry or both?

At ADFEST 2019, Przemek Drops Drosik will explain the techniques used to make“Warsaw Rising” – Poland’s first feature film made using VR, which premiered in 2018. His session is called, ‘Make VR something more than just a rollercoaster ride –Cinematic VR’ and it takes place on Wednesday 20th March, 11:15am.

What’s ‘Warsaw Rising’ all about?

It is the first feature film in Poland executed using virtual reality (VR) technology. It tells a story based on the fate of one Warsaw insurgent, Captain Władysław Sieroszewski alias "Sabała”. He received a note with a prayer from his daughter when he was leaving to fight in the Uprising in August 1944. At the time, he did not know yet that the note would influence his further fate. 

Why did you decide to make Poland’s first feature film using VR technology?

I would like to quote Tomasz Dobosz – the director of Warsaw Rising:

“We no longer have to imagine what we would have done if we had lived in those times. We feel our physical presence in that time and place, which – given the right sensitivity – enables us to feel what choices we might have made. Watching a scene of guerrilla fighting, do we feel like hiding or joining the battle? Seeing Warsaw destroyed by the war, do we feel sadness or anger? Thanks to the fact that VR can deceive the human brain in terms of experiencing presence in the given place, we can come a little closer to answering these questions.”
What do you hope people will learn from your session at ADFEST 2019? 

I would like to convince attenders to push VR to its boundaries. Like in the title of my speech – do something more then just a roller coaster ride. I will focus on the workflow of creating cinematic VR, especially when it comes to postproduction processes and VFX in VR movies. 

During the festival we will also make the screening of ‘Warsaw Rising’ available on VR headsets. Everyone interested will have the chance to get fully immersed into occupied Warsaw 70 years ago.

When did LocoMotive launch and what sort of clients do you work with?

The LocoMotive brand is 12 years old. On a daily basis we work mostly on post-production of TV commercials and full feature films. However, in our new LocoMotive VR department we are also focusing on making VR experiences as well. 

We are working with both local and global clients such as Samsung, Huawei, Mastercard, McDonalds, Volkswagen Group, Pepsi, Mirinda, Ikea, Virgin Mobile, Lays, Jack Daniels, Dewars, Juicy Fruit, Bayer, Amundsen Vodka, Inglot by Jennifer Lopez, Unicef and more.

In relation to virtual reality, we have prepared various VR campaigns for companies like Mitsubishi, Yes Jewelry, Orafoil and more. Right now we are working on another full feature film in VR, but at the moment it’s a secret one. 

When did you first become so passionate about VR?

I became passionate about VR in the second company I co-founded: GoMega and its sub-brand VRplanet. We are focusing there on bringing VR experiences to the B2B sector. Our first jobs were for the aircraft industry.

Then, given our background in building mobile apps, we started producing VR applications for clients in Europe, Australia and Asia. We made VR apps for architectural companies, various VR configurators, interactive tours in VR, or brought to life whole factory lines in VR. The Virtual Reality sector is rapidly growing and we are trying to get the most out of it for our clients. 

As the quality of VR cameras improves, we have started professional VR postproduction processes at LocoMotive, closing the gap between VR movies and interactive VR experiences.  

Is it true you’re into wakeskating and extreme sports?

Basically all my life I was close to extreme sports, and I think I love wakeskating as it’s my kind of skateboarding retirement:) In Poland we have strong winters and pretty warm summers, so we have a possibility to get into various sports – snowboarding during winter and then get on the water when it’s getting hot. The weather mostly sucks, but we can get the most of it:)

Will this be your first trip to Thailand? 

It’s my third trip to Thailand.  I just came back from Bangkok last month as we were shooting VR movies for an application for the iconic Dusit Thani hotel in Bangkok. My first Thai visit was at ADFEST 2018. In March, I’m mostly looking forward to meeting great people at ADFEST 2019. And hopefully I will finally be able to stay longer in your beautiful country and get some proper vacations!

  2019年2月7日

INTRODUCING “TMRRW BIZ SCHOOL” – A CREATIVE BUSINESS SCHOOL FOR A NEW GENERATION OF MARKETERS

yataiguanggaojie-6-2019-02-27

ADFEST is pleased to announce the launch of the TMRRW Biz School, a creative business school for a new generation of marketing leaders, which runs from 20th to 23rd March during ADFEST 2019 in Pattaya, Thailand.

“I have always believed that good clients make great agencies. TMRRW Biz School fills a gap in the market for a creatively-led dedicated business school for the region’s CMOs and marketing leaders. Over four days during ADFEST 2019, they’ll learn practical creative skills and tactics they can apply to their own brands and organizations while building their careers for the future,” says Jimmy Lam, President of ADFEST.

According to a recent survey of 1,500 chief executives conducted by IBM’s Institute for Business Value, CEOs identify “creativity” as the most important leadership competency for the successful enterprise of the future. Many Fortune 500 companies place creativity as their number one priority, and are already using creativity as strategic leverage to form a competitive edge.

But according to Guan Hin Tay, Founder of TGH COLLECTIVE and a Creative Change Catalyst at APAC Global Advisory, most business schools fail to teach marketers how to apply the essential tools, techniques, and processes of innovation. 

“Many education programs focus solely on digital technology using data. Other schools are better at teaching brand ideas or leadership skills. But no school combines them all,” says Tay, who is joining TMRRW Biz School as its inaugural Principal.

“I am certain marketers who enter this school will leave more inspired to make a massive difference to their brands by thinking strategically and tactically using creativity.”

TMRRW Biz School has recruited a team of creative, data and digital experts to share their tactics and techniques:

– Anthony James, Executive Director at Trinity Consulting Services (Sydney, Australia)

– Richard Lee, former Chief Marketing Officer of PepsiCo Greater China and Master Hong in Greater China; and Co-Founder & Chairman at Frontier Communications (Shanghai, China)

– Christine Wang, General Manager, E-Commerce at Publicis China (Shanghai, China)

– Kenny Blumenschein, Creative Strategist, Greater China Region at Facebook (Hong Kong, China)

– Pinit Chantaprateep, Vice President of Global Branding at Double A (Bangkok, Thailand)

– Jax Jung, Global Creative Director, Cheil Worldwide (Seoul, South Korea)

– Natalie Lam, International Creative Director (New York, USA)

– Mitsuyuki Nakamura, Global President, dentsu X (London, UK)

Participants at TMRRW Biz School will be given tasks and challenges designed to accelerate their progress and maximize their knowledge. Every marketer will leave the school with greater competency, practical techniques and tactics that they can apply soon after in the workplace.

All lecturers have been handpicked according to their industry expertise. From cutting-edge digital experts to successful CMOs from blue-chip brands and leading business influencers, they will present real-life case studies that show different ways of solving real business challenges through creativity.

  2019年2月7日

GUAN HIN TAY: “CREATIVITY CAN BE TAUGHT – I AM A PRODUCT OF IT”​

yataiguanggaojie-7-2019-02-27

We are delighted to confirm that Guan Hin Tay is leading ADFEST’s TMRWW Biz School as its inaugural Principal.

Tay’s credentials as Principal are exceptional. He has more than 25 years of experience developing creative business solutions for global brands like Shell, Johnson & Johnson, Unilever and Nestle. And in March, he will share his expertise with up to 50 participants at TMRRW Biz School.

If you’re interested in learning to apply the essential tools, techniques, and processes of innovation and you work client-side, then make sure you register to attend ADFEST’s TMRRW Biz School here. Tay is Founder of TGH COLLECTIVE and a Creative Change Catalyst at APAC Global Advisory.

Why did you agree to help launch the TMRRW Biz School for marketers as its inaugural school principal?

Jimmy Lam and I are passionate about grooming the next generation of creative talent. ADFEST has always played an essential role in educating creative minds in the Asia Pacific. Over the years, I had the privilege of hosting a few of the ADFEST Young Lotus workshops, which proved to be immensely inspiring and enriching both for the young creatives and the industry teachers.

For the first time, ADFEST will dedicate a unique school to educating clients: clients who have the passion for upgrading their skillsets, while learning all about the future of branding in this data-driven world. It's a school that combines the best of creativity, data and technology, and business.

Jimmy always says: "Good clients make great agencies." I am certain marketers who enter this school will leave more inspired to make a massive difference to their brands by collaborating with their agencies as equal partners

Do you think there is a gap in the market for a creative-focussed business leadership course for marketers?

Many education programs teach you just about digital technology using data. Other schools are better at creative brand ideas, while many teach creative leadership. But no school combines it all. For this reason, ADFEST is launching a creative business school that’s designed to educate and inspire marketers to think creatively. The idea is to go beyond theory by bringing together a collective group of award-winning industry leaders.

Everything designed for this school is to inspire the next generation of marketers to solve business challenges for their brands and organization by being as innovative as possible.

Is creative thinking a skill that can be taught and harnessed?

I was born into a family of doctors. My parent's pressure to follow their footsteps was impossible. My brain wasn't wired to focus and study in the conventional educational system, so I failed miserably. Fortunately, I loved to draw and grew a passion for the arts.

Was I stupid just because I couldn't study? Can creative intelligence be taught?

In 1968, George Land conducted a research study to test the creativity of 1,600 children. He first tested on 3-5 year-olds, then re-tested the same children at 10 years of age, and again at 15 years of age. The results were amazing. The test showed that amongst 5-year-olds they were 98% creative. This dropped to 30% amongst 10-year-olds and 12% amongst 15-year-olds. When the same test is given to 280,000 adults the rate is just 2%. 

This clearly shows that we are all born creative, but after years of rules and regulations, our education system trains us to follow the rules and try and push us inside a box instead of freeing our imagination.

I believe creativity can be taught. I am a product of it. We can't study to be creative, we learn creativity through actions and changing ourselves through immersive experiences. All it takes to spark passion is a creative change from within. To take a risk and not be afraid to fail.  By surrounding yourself with inspiring creative people who dared to dream big. I believe creativity for those who want it badly can be achieved.

There's lots of debate as to whether creative jobs will be taken over by big data. Why do you think creativity remains an essential skill for marketers of the future?

John Hegarty says: "Human beings are not a collection of algorithms.”

Yes, big data are essential. This includes all data points like Social Data. Digital Data. Media Data. Customer Data. Sales Data. These can all uncover unique insights about people and culture.

Great creativity comes from unique insights. Data can be a tool that steers us in the right direction toward inspiring ideas. But it's our creative passion that drives us to get to the big ideas.

Brands still need a big idea once the message is delivered to consumers. A big idea that’s surprising, exciting and engaging. Having the right data is key to unlocking rich insights to unleash the power of creativity.

You recently left JWT to join the land of consultancies, APAC Global Advisory. Why did you take this leap, and how is it going so far?

It's been a refreshing change. I am one of six Creative Change Catalysts at APAC Global Advisory. I've always wanted to take this step to be able to experience another side of the business.  The other five Change Catalysts are diverse industry leaders who bring almost one century of combined change experience, thought leadership, entrepreneurship and industry expertise in their respective fields led by Ms. Wong Mei Wai who's the founder.

I am learning from the lens of a consultant that today's leaders in organizations require innovation to stay ahead during this age of constant transformation. I am collaborating with CMOs who evolve business models of the future that unleash the full potential of their brands. Coming from a creative background, it's quite challenging but rewarding to initiate, facilitate, design and navigate change to accelerate the process in specific areas for my clients.

Working in network agencies has been fantastic, but I felt it's time to start something I can call my own: TGH Collective. By the way, TGH is not named after the initials of my name but a passion I'm trying to emulate when providing creative, digital and innovative solutions for clients — the Gung Ho spirit of passion.

What do you hope that marketers will learn or take away from TMRRW Biz School?

Participants will learn to apply the essential tools, techniques, and processes of innovation. They will be given tasks and challenges designed to accelerate their progress and maximize their knowledge. I hope this will help them to rise above the ranks and be future ready. Every marketer will leave the school with greater competency, practical techniques and tactics that they can apply soon after.

  2019年2月7日

 CALLING ALL EXECUTIVE PRODUCERS: REGISTER NOW TO ATTEND THE WORLD PRODUCERS SUMMIT AT ADFEST 2019​

yataiguanggaojie-8-2019-02-27

ADFEST is delighted to confirm that the World Producers Summit is returning to Thailand on Thursday 21st March as part of ADFEST 2019. This exclusive summit is an opportunity for Executive Producers in the Asia Pacific and Middle East to get together to discuss the trends and challenges facing their businesses.

The World Producers Summit at ADFEST 2019 will be chaired by Steve Davies, Chief Executive of the Advertising Producers Association (APA) and Executive Vice President of the Commercial Film Producers of Europe (CFPE) together with Francois Chilot, Honorary Chairman of CFPE and President of the Young Director Award.

“The purpose of the World Producers Summit is to bring the region’s top producers together with the goal of finding solutions to common issues. This is a chance to get ahead with your knowledge. Is there something happening to the production business in the US? China? The UK? Or Brazil? If these changes come into affect in your market, how can you be ready for the opportunities that might bring?” explains Davies.

The first World Producers Summit at ADFEST was held in 2012 and provides a forum for production company owners and stakeholders in the Asia Pacific and Middle East to discuss specific issues they encounter as the industry evolves and globalizes.  It’s a unique opportunity to gain valuable insights from peers and brainstorm possible solutions to current and emerging business challenges. The World Producers Summit also takes place in Cannes every June and is created by the Association of Independent Commercial Producers, CFPE and APA.

“It is not often you get EPs and Producers from all around Asia in one room. It was good to discuss the issues each market faces and share insights on how one another are dealing with it. It was also great to make some more contacts from other countries as we look to production solutions outside of our markets,” says Corey Esse, Managing Director and Executive Producer at FINCH in Australia, who attended last year’s Summit.

The World Producers Summit at ADFEST 2019 is open to just 40 owners or employees of an independent production company, with only one representative per company permitted. Agency subsidiaries are not eligible.

  2019年2月7日

LEIGH REYES: “THERE’S NOTHING LIKE TEACHING OTHERS AS A WAY TO KEEP LEARNING”​

yataiguanggaojie-9-2019-02-27

MullenLowe’s Leigh Reyes says this year’s Young Lotus teams are going to receive a humdinger of a brief when they arrive in Pattaya in March.

MullenLowe Group is leading the Young Lotus program for the first time – a two-and-a-half-day workshop for ambitious young creative teams from the Asia Pacific and Middle East, which runs during ADFEST 2019. Teams will receive a real brief for a real client – with just 24 hours to meet the deadline.

Reyes is generously taking time away from her role as President and Chief Creative Officer at MullenLowe Philippines to lead a team of mentors from MullenLowe Group offices.

MullenLowe is hosting the Young Lotus Workshop at ADFEST 2019 and you’re playing a big role in shaping the workshop. What made you want to get involved?

There’s nothing like teaching others as a way to keep learning. The Young Lotus workshop is a great opportunity to hang out with a rich, diverse community of talented people, who I hope will continue to grow within the advertising industry to make a difference in the world. At MullenLowe, we believe that hyperbundling is our force multiplier. Whenever we pull together deep skillsets across a diverse spread of disciplines and channels, we produce sharper thinking and better results.

Is it true Young Lotus teams will receive an actual brief from Google? What do you hope young creatives will learn from the experience of tackling a real-world client brief?

This generation of young creatives has most likely been tackling real-world client briefs since school. The hustle is real.

What makes this experience exceptional is the chance to work on a brief from a client known for ubiquitous innovation. Because creative solutions aren’t necessarily limited to communications, this will be a crash course in the underpinnings of a future-ready career: data-driven creativity, user-experience design, and an analytical approach to strategy.

Was there a transformative, lightbulb moment in your own career when you realised you weren’t so bad at advertising?

Rather than a lightbulb moment, I’d describe my career as headlights in the dark – they illuminate the road enough to make it to the next milestone.

When the Creative Guild inducted me into the Hall of Fame in 2015, I gave a really long acceptance speech, which I'll summarize: Let others shine. Learn by failing (flearn). Get angry. Never let a good idea die, and to paraphrase Mumford & Sons, “where you invest your time is where you invest your life.” Advertising takes up a lot of our waking (and sleeping!) hours. None of us is likely to regret not having worked overtime just one more hour.

What are your creative goals for MullenLowe Philippines in 2019?

We’re building a new product that creatively leverages hyperbundling, called the MullenLowe Influence Academy. Influencer marketing is on a growth trajectory, and influencers increasingly need a learning platform. The Academy will pack the hyperbundled expertise of MullenLowe across branding, client management, marketing, digital and social strategy, content creation, and most recently, public relations into a made-for-influencers curriculum.

I’d also like to continue embedding data-driven creativity into our work culture to deliver more brave, authentic, culturally-resonant ideas for our clients.

MullenLowe acquired ARC Public Relations in May to create MullenLowe MARC. How has the acquisition impacted the agency’s creative process?

There’s a huge difference between having a PR-friendly idea and having an actual PR practice. PR isn’t merely a way to earn attention for an idea, but a strategic consideration from the start of the planning process. We’re already pretty agile as a team. Our first meetings for big client briefs have business, planning, social, digital, creative, and PR in attendance, and we’re finding this leads to more creative and ambitious work.

You share your illustrations with 17K+ followers on Instagram. When did your obsession with illustrating (and Fountain Pens) begin? Why did you first begin sharing your sketches on Instagram, and what do you enjoy about this process?

Instagram began as an extension of my blog. I’ve been blogging since 2003, mostly about pens, and sometimes about work – I even still have my old posts from 2008 about judging at ADFEST. Instagram seemed both prettier and quicker than blogging. Today, I consider it my internet home.

Being active on Instagram is part of an ongoing exploration into how things work and what makes them work better. I’m able to better articulate Instagram-centric campaigns to clients now that I understand the insights as a user. That's also why I'm on Discord and Twitch. I often tell people to become their own guinea pigs.

As for fountain pens and paper – everyone needs an antidote to retina displays and keyboards.

You’ve given talks recently about the maker movement, and ingenuity. Can you share a little of what you know about both?

Maker Faire is my source of inspiration. I first attended one in New York in 2013, and now I try to go back every year.

In the advertising and marketing space, we’re used to separating ideas from production, the thought from the making, the head from the hand, the art from the copy, the front end from the back end.  Now, we’re now seeing a change from the incoming batch of creators. They make what they think. They produce their ideas, they shoot, write, illustrate, edit, score, tag, publish, boost, optimize, monetize. Every creator can be an algorithmically-assisted agency of one. And that’s what I consider the maker mindset – if you can think it, you can find a way to build it.

What’s your proudest achievement, professional or otherwise?

My proudest achievement is raising my son.

As a self-confessed lover of most things geeky, what was your favorite (or least favorite) tech discovery of 2018?

It would have to be Google Night Sight on the Pixel 3. Night Sight uses machine learning, so you get close to the right colours even in extremely low light. Secondly, my Mercury Intelligent Heated jacket from Ministry of Supply. It’s the first jacket I’ve ever owned that comes with an app and a built-in battery pack.

  2019年2月7日

HOW CAN WE MAKE VR MORE THAN JUST A ROLLERCOASTER RIDE?​

yataiguanggaojie-10-2019-02-27

By now, many people in our industry will have taken a virtual rollercoaster ride. They’re fun, for sure, although perhaps a little sickening – but there are now far more exciting VR possibilities waiting to be explored.

Przemyslaw Drosik, CEO and Co-founder of LocoMotive, is travelling from Warsaw to Thailand to present at ADFEST 2019. His session will explore the making of "Warsaw Rising" – a cinematic VR experience, and the first feature film in Poland executed using VR technology.

Starring almost 60 actors and filmed with 24 cameras, this 17-minute VR experience has everything: explosions, gunshots, tanks, and a touching plot based on actual events.

‘Warsaw Rising’ has garnered acclaim from critics all over the world. It’s also won a bunch of awards including the Honorary Award at Lublin Film Festival for most ground-breaking film.

Drosik will shed light on the production process and various VR techniques used. From “stereoscopy”, an imaging technique creating or enhancing the illusion of depth and distance for binocular vision, to “ambisonic sound”, which lets the viewers experience immersion, you’ll learn how to create VR films that create the impression of becoming submerged in the image.

Drosik is the Founder and Co-owner of LocoMotive, an award-winning post production studio. He’s passionate about the post-production of cinematic VR experiences, which results in “advanced special effects in movies and commercials using stereoscopic virtual reality”.

He’s equally passionate about extreme sports, and is a National Champion of Poland in wakeskating.

By: Sylph.Xu


还没有评论呢。

这篇文章上的评论的RSS feed

抱歉,评论已关闭。

© 2003-2016 Madisonboom.com | 京ICP备16010340号