SURVEY
COMMERCIALS 30 INTRODUCTION
White Claw Bring the Wave by Rogue Films
Amazon Books That Reading Feeling Awaits by Prettybird CREATIVE TRENDS What have been the major creative trends of the past year?
Aardman Opportunities are presenting in the growth of technologies such as Web 3.0, XR and Realtime.
automated and streamlined, but also to generate interesting ways of pixel generation.
Academy Comedy still appears to be the genre that most clients lean towards, and purpose driven work.
Bang Virtual production will turn the corner with well thought- out creative meshing with smart production.
Biscuit We are finally seeing a return to traditional cinematic character-based storytelling but updated for modern devices, viewing platforms and audiences
Anonymous We have been exploring (and using) LED screens increasingly.
Hunky Dory We tend to get so many last-minute creative briefs for social media that are reacting to topical subjects.
Great guns A marked increase in clients wanting to experiment with Unreal engine and virtual production.
Believe The best creativity last year was found in cause advertising rather than in selling goods.
Iconoclast Transition-based films are still the visual language du jour.
knucklehead Comedy, comedy, comedy.
Bullion Every advert involves transitions. If a camera isn’t going up someone’s arse and out their mouth, is it even an advert?
Canada Less exciting agencies are still wanting vignettes and transitions.
Dark Energy A lot of comedy scripts. It’s almost as if there are things going on in the world that mean we all need a good laugh.
Familia We have started to explore fully AI generated films.
Friends Electric
Machine learning is being used to help make the process more
MJZ Charity or emotional sentiment has taken the lead in the past year, followed by nostalgia and comedy work.
Merman Ads promoting charity, kindness and love sprinkled with a few laughs.
OB Management 2022 was the year of the camera transition, hyper-real production design and high-concept idea
Object and Animal
Requests for directors who can tap into Gen Z and develop creative to appeal to that youth market still feels like a bit of a trend.
Outsider Comedy is still dominant as a tonal theme.
Park Village A continuation of demand for Comedy scripts and talent.
NEXUS Emerging technologies such as real-time engines, immersive platforms and machine learning will continue to increase.
My accomplice Agencies and clients seem to commission the same style of shooting consistently – this is a wide angle shot, transition heavy work that prevails.
Somesuch The trend for high- octane transitions appears to be slowing. Increasingly seeing some welcome restraint to the work.
Rattling Stick There’s been a continuing and increasing trend of humanitarian themes; climate, sustainability, connection, community, kindness.
Presence More interesting writing in the virtual production sector.
advertise but also the creative they’re willing to push, on the whole we found a lot of resilience in the market.” Hungryman too says “the climate has generally been good. There are lots of large campaigns being shot in London, with more multiple day shoots happening.”
COMMITMENT PHOBIA
Stink Virtual Production using LED Volumes. This will only continue to grow as everyone comes to realise the potential.
Nice Shirt After Covid, everyone seemed to want a laugh – so lots of comedy. And lots of branded documentary work, often highlighting a client’s environmental initiatives.
Spring 2023
Unit 9 More comedy and lighthearted scripts, possibly due to the fact that there’s too much misery in the news.
As well as the stop start nature of the year, many production companies report a stop start nature to projects. “With so much uncertainty and the feeling a recession was around the corner, we found clients not wanting to commit to projects or pulling them at very short notice,” says Bullion. Smuggler says that “jobs seem to take longer to award, with more stakeholders required to sign off budgets, and pre-production time therefore condensed.” OB Management says, “we’ve also experienced, more than ever before, clients not going ahead with projects we have pitched on.” Blink says the “second half of last year was very slow, with patches of no new scripts, and when they do come the pitches drag on for weeks and sometimes months!” Mindseye reports that “in the past
12 months we had significantly more jobs cancelled after being briefed than in any other 12-month period.” Merman says “it seemed that there
You Are Here The popularity of immersive camera styles and heightened storytelling shows no sign of abating.
C03 Commercials 30
was a general lack of planning and most advertising was reactionary and short term in term in nature. Projects themselves seemed a little more
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