Shooting Commercials Overseas - Maximizing the Production and the Creative Values
By Massimo Martinotti
In the last 10 years I shot in over 30 countries for agencies based in more than 10 different nations and I discovered how a global production strategy can dramatically improve not only the production value of a project but also, and even more dramatically, the creative results. I shot in Costa Rica, Argentina, Spain, New Zealand, South Africa, Malta and Morocco for clients based in California, New York, Texas, Germany, Italy and France but I also shot in Florida, Utah, Louisiana, New York and California for a client based in Austria, Italy, Spain, Mexico, etc.
This business is based on the quest for the excellence and the innovation. It requires to think outside of the box for every single project and to establish not repetitive processes. This means not to restrain the scope of our analysis to one country, one system, one method or one scheme.
As a consequence of these two tendencies, the almost exclusive focus of agency creatives on the directors and the interest of the clients of maximizing their investments executing the production in countries where the costs are lower than in the US, many great opportunities go lost. There is a lot of attention paid to the two extremes of the equation: the director and the bottom line but there is very little analysis dedicated to the rest of the factors. I believe that not enough thinking is applied to the multiple ways of taking full advantage of the global opportunities: not only reducing costs but also increasing the quality of the productions and widen the scope of the projects to make them evolve into the multiplatform world.
Instead of choosing the directors in the same old way and, after having him or her selected, trying to make the project happen looking for the cheapest place around where to shoot, the advertising community should create a broader and more comprehensive process. We should work to conceive a completely new equation in which all the factors are creatively and properly considered and more aspects are taken into account. There are millions of opportunities out there: We need to open our minds, revisit the old processes and create new ones.
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