I think it’s how many new and evolving technologies we can tap into that don’t cost the earth. Look what drones have done for film and GoPros have done for extreme videos. And so much of this is so accessible for young people in the industry. You don’t need a huge budget or media budget to pull a cool idea together and get it out there.
I think there is a squeeze on creativity and timeframes where there is increasing pressure to pump work out. At times, work and certain digital mediums get seen as a bit disposable. This means clients just want work rolled out quickly without really thinking about its relevance and value to a brand in those particular mediums. Especially in mediums like social where people look at content very differently compared to more traditional media.
Playstation Double Life. This is a brilliant example of engagement with storytelling and intrigue that draws you in. Best of all, it doesn’t ram product in. Instead, it just finishes with the Playstation strapline and logo. If this was launched today, I still think it would be just as powerful and relevant.