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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
UP FRONT 36 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 projects in collaboration with agen- cies and clients. Photoplay has also signed a new director, Simon Robson, who comes from a design and animation background. We also have a couple of exciting new director signings on the horizon both local and international, plus the opening this month of the New York office of our sister company Razr (razrmade.com). COREY ESSE - EXIT FILMS: We have signed three new directors this year, Brett Ludeman, Paola Morabito and Pete Moore, we also re-listed Mike Daly who returned from the UK and we are about to announce another director signing. ANNA FAWCETT - FILMGRAPHICS: Adam Blaiklock joined FG this year and his enthusiasm and energy have had a great affect on everyone. The Real McCoys, a comedy directing team who travel the world, and are dead keen to work in Australia, and producer, Drew Bailey who primar- ily produced short films, one being Miracle Fish which was nominated for an Oscar in 2010. SUSANNAH DILALLO - RAPID FILMS: We have had our doors open for six months, we have Dave Klaiber, Jonathan Nyquist and have recently signed James Pilkington. MICHAEL COOK - THE FEDS: We have had a great year working with Matt Palmer, who joined us at the begin- ning of the year. We also signed California based directing duo ZCDC, who specialise in doco style visual storytelling. We have also hired additional support for our Broadcast & Entertainment, in the role of associate producer. PETER MASTERTON - PLAZA FILMS: We’ve been thrilled to welcome director David Wood and producer Lee Thompson this year, they have been going great guns. Also we are now representing some iconic inter- national directors such as Olivier Gondry and Eugenio Recuenco through our affiliation with aWhiteLabelproduct in the US. GEORGE McKENZIE - ROBBER’S DOG: One of the primary roles of a pro- duction company is to unearth and make available to agencies, new and exciting directorial talent. This year TVC+CONTENT PRODUCTION What are the growth areas for the industry? WILF SWEETLAND - THE SWEET SHOP: We are seeing our growth as becoming partners with agencies on a deeper level – working much more closely than we ever have before on briefs and problems and finding interesting and engaging solutions. It’s really exciting to be considered in that fashion and to be joining agencies on that level. JONATHAN SAMWAY - PRODIGY FILMS: Our growth is through tvc produc- tion and extending that into a slightly longer form referred to as content. We will stick to what we know and do best. Hopefully by doing that we represent to agencies a reliable creative partner. ALEX HAY - JUNGLEBOYS: Branded content is a word that has been bandied around the industry for a number of years now. It’s got a bad name because so many people have done it badly. The best branded content projects we have done have been a true collaboration between the agency creatives, our writer / directors and the talent, during the writing process. OLIVER LAWRANCE - PHOTOPLAY: I think the main growth areas for the industry as a whole are digital con- tent and technology-driven cross- platform projects, as well as more interest in long form brand collabo- rations when they suit client inter- ests. For example, Photoplay worked on a very successful cross- platform content project for Kia Cerato and Innocean worldwide, where the content ranged from a live event stunt in a AFL stadium, activation ideas which used live videos and interacted with clients, and online films which actually worked very well virally. This type of idea was quite brave for the client and it’s the kind of growth we as an industry should be instigating. COREY ESSE - EXIT FILMS: Content and experiential are the growth areas in my mind, it’s no longer just about a TVC, I think that is excit- ing though, we are becoming part- ners on how to execute the big ideas. ANNA FAWCETT - FILMGRAPHICS: I believe the growth areas are not fully realised as yet due to technolo- gy moving so fast. Social networks will become even more powerful and this will create a whole new way of how we advertise. Affiliations between technology and production companies is something that I believe we will see more of. SUSANNAH DILALLO - RAPID FILMS: It’s no secret that branded content is really taking off over here. Just look at the States and you can really see how much this medium is growing. We have just finished a pretty big branded content component in a campaign. It’s hilarious and was so much fun to make. You have a big- ger ability to explore the creative and push it further than the tradi- tional TVC. The other growth for us would have to be our long form projects. This really is a creative outlet for us and is something that just constantly evolves and grows with us. Watch this space!! MICHAEL COOK - THE FEDS: Branded entertainment is a continued area of growth. With Australian TV net- works more and more open to brand-funded content, so the opportunities increase. The chal- we signed Daniel Borgman and he fits that brief perfectly. Two of Daniel’s shorts have screened at the Cannes Film festival. The second won the Grand Prix for Best Short Film. Real film making talent like Daniel’s is rare, so it’s an honour to have him join the team. MICHAEL RITCHIE - REVOLVER: We have been lucky enough to have Richard Bullock and Alex Smith join Revolver and Charles Firth from The Chaser join Will O_Rourke. PETER GRASSE - CURIOUS FILM: The new directors we signed in the last couple of years have gone on to become prodigious working direc- tors this year. Now, I’m actively looking for new talent. If you’re ready to work, now is the time to call me. lenge is finding program format concepts that have a genuine syner- gy with the brand’s position and strategy. PETER MASTERTON - PLAZA FILMS: The growth areas are in interna- tional work, corporate videos and retail ads - but our core business, making funny and memorable stuff to show on screens, is just fine. There’s seldom been a time when so many opportunities exist for our business, it’s very exciting. GEORGE McKENZIE - ROBBER’S DOG: The popularity of formats and mediums will come and go but we will always be film makers and sto- rytellers. MICHAEL RITCHIE - REVOLVER: Growth will continue to be in the area of fully integrated campaigns requiring multi-skilled production and much better than average com- mercial films. Lastly, and I can almost quote Nick Law from R/GA, one of the most important people in the agency now is the agency pro- ducer. I think that role is more cre- ative than it ever was and the prob- lems that require solving are more diverse than they have ever been. PETER GRASSE - CURIOUS FILM: Great producers can produce anything as it’s their nature. Nevertheless, I don’t think that we should produce anything simply because we can. Stick with what you do best. Produce great pictures! JO DE FINA - THE OTTO EMPIRE: I’m only repeating what everyone is say- ing: content. What the definiton of content is open to interpretation. At OTTO we focus on doing great, inspiring work, having a good time doing it, and ensuring everyone, from client to agency, and beyond, walk away with a great product and having ahd a positive, enjoyable experience. Whether the project is an art installation, a Gucci Fashion Film for Paris Fashion Week, an app, an online film, a TVC, a short film, an event, a TV series or fea- ture.... we have always been about creating. Whatever that may be. We execute ideas. Seeing something develop form an idea on paper to a living breathing piece of communi- cation is what still drives us. % SL_Campaignbrief_fullpageAd.indd 1 SL_Campaignbrief_fullpageAd.indd 1 OVER 500,000 VISITS PER MONTH 500,000 OVER MONTH PER VISITS 500,000 MONTH CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:27 PM Page 36
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