David Droga | Colleen DeCourcy | Rick Brim
Colleen DeCourcy | Wieden+Kennedy
‘I think we had hit this hallmark blockbuster Hollywood era of the industry. And all the change we were trying to make, the ways we were trying to pull ourselves away —but its hard to make people stop doing whats working; Covid just took that away. It took away the tools. It took us back to our instincts. It took us away from some of our processes that we believed was actually how the work gets made but they weren’t.
So we were walked back, to the fundamentals, to the way it was in the beginning. We’re brought back to a time when we’re trying to figure out with just a great idea, a little bit of money, not much time, the right people, can we say something the world cares about.
A lot of people are making ideas that the rest of the world cares about that are not professionals. And it behoves us to figure out how to get that energy back. And I’m feeling it you know, being nimble, being smart, and creative, being original, being timely. That’s the gift that Covid has given us. I wasn’t surprised that people could work distantly. I was surprised as just how scrappy we could get with our ideas, and that’s been one of the good things.’
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Rick Brim | adam&eveDDB
‘There’s this sense of excitement that’s come back, I really think, the industry..we had too much stuff, we had all the toys…but I’ve really enjoyed the scrappyness, I’ve really enjoyed the art-schoolness, the crazy phone calls like if we don’t get this out now..all the reactionary stuff..and I’ve been really impressed with the way people have just discarded everything. Discarded what they knew and embraced this new way of working. That’s not to say this is how I want it to continue. I want to get back and I want to be with people again because it is a collision business but I want it to be a lot more art schooly. And what I mean by that is it can be anything and we don’t need all the bells and all the whistles to be able to create great stuff.’
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David Droga | Droga5
‘Look at the creativity that's coming out beyond commercially. Its incredible. There’s some amazing stuff. Beyond the essential workers and the health workers I thank the lord for creative people out in the universe who’ve made us laugh and cry and do all those different things because there’s some really thought provoking stuff. And I’m not just talking about the films that go out thee and stuff like that I’m talking about the creativity of like the Mayor of DC changing the Plaza name to Black Lives Matter, I mean there’s just amazing ideas and things happening out there, finding a way and that is what creativity really is. With its limitations it finds different outlets, and our industry is at its best when it does that, and our society.
People don’t want to hear from voice over artists. they don’t want to hear from irrelevant celebrities who have no context to what they’re talking about. People want to hear from humanity. They want to hear from Kate Tempest because she speaks their humanity. They want to hear Chapelle because its so on point. This isn’t the time for too perfectly crafted and engineered mediocrity.’
Never Lost | Droga 5
https://www.youtube.com/watch?v=nWwVFywBCeY
