The Vision behind Great Work
The Right Path
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change,” Darwin explained.
The industry is healthy and so is production. Those saying it is dead are the ones who lived the golden age and are denying this change and rejecting reality. In Arabic we say ‘Mookhadram’, which loosely translated means, ‘veteran’. Sadly, it is these same people who are resistant to change. So, when it comes to the current state of the production industry, I would replace the word ‘dead’ with the word, ‘different’. After all, change is everywhere! Technology is cheap and access to software, information, and tutorials is easy. If we were to consider this matter from a different light, we’d come to the conclusion that only brains and honest communication skills cost money these days and brains are rare.
Due to such changes, the only people expected to succeed are the true and honest souls who approach the market in a tactful way. The challenges are many, the budgets are smaller, the needs are bigger, and the platforms are numerous. At the moment we are learning how to find the best fit while turning a profit. Keep in mind, that there is no shame in failure, only shame in not trying, which is why we constantly try and when we fail, we try harder.
Michel J. Harb,
A Different Format
The 30-sec TVC remains popular, however, the 15-25-sec TVCS are gaining traction.
Reason behind this change is due to our growing impatience when it comes to watching a visual message that is over a minute long, considering the rest of the information we are bombarded with throughout the day. This influx stresses us out resulting in wasted time and energy. In other words, we have regressed to simply compiling information, nothing more.
Though we continue to produce TVCS, we, nonetheless, are also exploring
We are a small boutique and very involved in the creative part of our job, which we constantly work on elevating...