SURVEY
COMMERCIALS 30 INTRODUCTION
FIFA 21 Midnight Ramadan League by Pulse Films
John Lewis The Unexpected Guest by Smuggler
CREATIVE TRENDS What have been the major creative trends of the past year?
76 Ltd Films for all the social media channels. Quicker leaner crews. More doco style film making.
2AM Inclusivity and diversity both in-front of and behind the camera has really come to the forefront
Aardman More organic, handed- crafted stop-motion work over slick CGI animation.
Academy Inclusion and diversity remain one of the most important elements across the board.
Blink Diversity both in front of and behind the camera
Bold Transitions a la Ian Pons Jewell are still everywhere but we’ve probably reached peak transition
Bullion More deliverables along with social first campaigns that look at TikTok, Snap Chat and Instagram.
Chief Clients were increasingly looking to capture additional content for wider campaign activation
Dark Energy Comedy, comedy, comedy!
Friends Electric More design led and mixed media storytelling. A light has been shone on animation and design led work.
HLA Camera kits and crews are smaller
Hungry Man Animation and CGI have been explored and used to avoid extra physical shooting
Knucklehead A resurgence in fantastical post-heavy jobs, a welcome break from the hand- wringing over-earnest spots of 2020.
The Mill A technology that has witnessed major developments is virtual production.
Object & Animal Diversity remains paramount.
Outsider More comedy work in contrast to 2020, which had a lean towards more “worthy” messaging.
Park Pictures A push towards comedy and lightness in campaigns following the ease of Covid restrictions
Park Village The focus on social change, diversity and
Spring 2022 environment
Partizan Lots of transitional stuff. Everyone wants that Megaforce/Henry Scholfield thing. Just without the budget.
Presence Fast cuts, mixed media, bright colours
Pretty Bird Humour, inclusivity on screen, transitions and some exciting ensemble pieces of short form have been out this year.
Pulse High octane, bright, colorful and pop like visuals that use the visual language of social media are increasingly popular.
Radical Media Comedy and humour is a big theme this year.
Rattling Stick An increasing trend of humanitarian themes; climate, sustainability, connection, community, kindness
Spindle An increase in of work with transitions, both in camera and post enhanced.
Stink Comedy, and the emphasis on technique
C03 Commercials 30
to Steve Davies and the APA), there is still an element of nervousness amongst clients to make bigger projects as the financial risk is greater.” That sense of nervousness is not
just from fears of covid disruption. There’s “an ever-growing trend to ensure advertising is kept firmly in the middle of the road by clients who are too scared to stick their neck out. Client and agency fears of a Twitter storm far outweigh the desire to make great work at the moment,” says Academy. Nerves are also concerning to
Blink. “Many of the big agencies are not considering new talent or taking any risks when they know big names might take lower budget work in the current market.” Park Pictures too says it has
found “clients to be generally more risk averse, sticking to familiar collaborators and being less inclined to engage with overseas directors.” HLA points to “less money and more client involvement, certainly less creativity.”
THE HYBRID LIFE One obvious change over the past couple of years, in most industries, has been the wide-spread acceptance of hybrid office/home working. That doesn’t seem to be changing in the commercials production sector either. “The uncertainty surrounding
business forced everyone into a period of introspection,” says Merman. “For some that’s a more flexible and efficient workspace and working arrangements. Allowing people
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