On My Radar: Michael Feder

Michael Feder, managing director of production company Hornet, has just announced the opening of a London office, to add to their New York offering. Here he also reveals what work, people and technology inspires him and why, in this day and age, flexibility is key.

What is the best ad campaign you’ve seen recently?

I’m a big fan of Public Service projects and films, so Google’s Made with Code from 72andSunny and Nexus Interactive Arts really stood out for me because it’s message, although simple, was superbly told through storytelling and tangible user experience.  

The idea was to inspire more girls to learn programming and pursue computer sciences as a career. A live interactive event at the White House’s annual Christmas tree lighting ceremony kicked off the campaign’s site.

Although it’s a bit of a throw back now, It Gets Better from Pixar always comes to mind. That project resonated personally for me as well. I was also very proud of our own spot this past year, Monster in the Closet, that we worked on with Grey NYC. The PSA was created for the States United To Prevent Gun Violence and highlights the importance of safe gun storage and prevention of child access to firearms. With the recent and tragic events in world this past year and already this year, it’s relevance is ongoing.

What website(s) do you use most regularly?

My go-to for news is the New York Times, especially while mobile. Their tablet offering is intuitive, interactive and well designed. I use Amazon Prime for watching films as well as for their convenient and user friendly shopping — love Amazon Prime.  I’m also a fan of Tweetbot for tracking Twitter feeds on my desktop.  It’s a great way to discover new talent.

What’s the most recent piece of tech that you’ve bought and why?

Definitely my Sonos sound system. It’s got everything I need and their user interface is flawless and the design is cool.  

Facebook or Twitter?

Years ago, I was personally utilising Facebook to reach out to new talent but I don’t feel it’s as important of a platform for that any longer. As a company, Hornet uses both. Although moving image is now the most dominant kind of post on Facebook, I feel that Twitter is a smarter business tool for reaching audiences.

What’s your favourite app on your phone?

My world  is split between between New York and London, so I find that I use Uber the most. It’s a convenient and reliable app.

For fun, I like browsing people’s selfies and their fantastic lives on Instagram. I also use WhatsApp all the time. It’s an impressive and simple app that’s kept me connected when I wouldn’t have been able to quickly communicate otherwise.

And it’s extremely affordable — I think it’s a buck or something. It kind of always makes me wonder, “why didn’t I think of that?”  I guess Mark Zuckerberg must have been thinking the same thing.

What’s your favourite TV show

If you haven’t, I suggest watching Transparent on Amazon. The story and the characters are fantastic. It’s fun and funny and sad but really smart and well written — took home top honors at the Golden Globes this year. There is also something special about it being a successful series, as I don’t think it would have been optioned on a traditional network.

Where were you when inspiration last struck?

My boyfriend and I were in Big Sur, California over the holidays  - which is sort of like visiting a completely untouched part of the world, like it has always been that way since it’s creation. The view from the mountaintops over the ocean is spectacular. It created a sense of gratitude in me, and also a moment of true clarity. I felt inspired being there.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

Speed. The internet has really changed the game. The way business moves and how quickly it does is totally different today. It certainly keeps you on your toes! But people don’t talk as much anymore, which I feel creates a lack of personality and ultimately less efficiency.

I always encourage my team to pick up the phone, use Skype, put a face to the name. Everything is so global now, which makes for stronger creative work, but our community is completely cross-border so it’s important to stay flexible and use this change to our advantage. My business is now half US and half the rest of the world, with artists in just about every country, so we try to stay as connected as possible.  

If there was one thing you could change about the advertising industry, what would it be?

What occurred to me in 2014 was how wonderful and respectful some of our clients were — Leo Burnett London and Google were shining examples. I’ve felt a lack of this in the industry lately, and so I was encouraged to have more personal interactions with our clients in 2015.

Not only do our clients deserve great films from our studio, but a genuinely positive experience while working with us. It’s our obligation. When we both respect each other, it’s a wonderful thing.

What or who has most influenced your career and why?

I grew up in a retail family, half of whom were Holocaust survivors. I learned everything from them. My grandparents worked in several retail businesses before opening their own stores. To this day, my father still owns and operates the same wholesale shoe business with the same partner as he did when he was 20.

I used to work in my mother’s retail shoe store as kid, and my aunt and my older sister also had their own businesses. That’s where I learned how to “figure it out,” and how to talk to people. It prepared me well for life and eventually gave me the courage to start my own company.  

Tell us one thing about yourself that most people won’t know…

I’m dyslexic. From an early age I was placed in special programs to help and support my education. It certainly was not easy and it’s not something that goes away. I learned to compensate. It’s made me think differently — more positively — in my career.  I’ve never let it define me.