There's a Time and Place for it All in 2016

How would you describe and reflect on 2015 for the industry, creatively speaking?

There was definitely an increase in both brands and agencies taking more risks with their campaigns, whether it be in live action or digital, product development or existing product promotion. Along with the mass viability of social media outlets to push out work, 2015 allowed us to experiment with more technologies and techniques thanks to adventurous clients.

What about your company’s creative performance; how much do you think you’ve grown this year?

The short answer is that we’ve grown tremendously, especially with regards to Brand New School’s inner workings. The ethos of the company is very strong right now, the excitement is contagious and I think it’s clearly reflected in the work we’re producing.

What has your own best personal achievement been in the past 12 months and why?

First, I organised a creative retreat for our NY studio, which was something I’ve never done before. Getting so many talented minds into one room, that is NOT a conference room, was truly inspiring. We spend so much time together in an office, so it was nice to break out, breathe some fresh mountain air and get to know everyone on a deeper level.

Secondly, as previously mentioned, we extended our reach with brands on projects that leverage our full suite of offerings including design, digital and live action. Our VR capabilities have also been built out significantly and we’ve been able to take advantage of the strong relationship between design and VR.

And looking ahead to this year, what are you most excited about in terms of the industry and advertising?

Fear of the :30 commercial dying has subsided. Yes, digital is growing, which we’re huge fans of, but both mediums can symbiotically coexist and thrive. Sure, it has required diversification but it’s been an enjoyable evolution. I’m also a huge fan of AR and am excited to see the maturation of that niche in the industry.

Give us an example of a strategy/approach from a brand you’d like to see more of in 2016…

I admire what Dyson is doing. They’re not just a vacuum company – they invent better living by changing the face and broadening the reach of their brands, just like the brands under Elon Musk’s umbrella. They invented the start-up mentality and their companies appear to retain that, regardless of how many billions of dollars they are worth. Being eager, hungry and driven doesn’t need to be for the young and unestablished.

Which campaign, piece of work or moment will you remember 2015 for and why?

To be honest, 2015 had some great work but it didn’t have the true game changer for me. I hope to see it in 2016 and I would love to see it come out of the AR world.

What resolution(s) are you taking into this year?

I like to set goals throughout the year so I usually steer clear of the standard resolutions. Right now, though, something on my list is more consumption, whether it be TV, music or art. The cool factor, if it ever existed, associated with not watching the latest Game of Thrones episode is banal. I want to binge watch all of it.

What one piece of advice would you give to the industry to take into 2016?

Millennials don’t deserve the bad rap of being lazy and entitled. That position is tired and simply inaccurate. It’s time to get beyond it because they’re tomorrow’s brightest minds.