The Vi­sion be­hind Great Work

ArabAd - - COVER STORY -

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...

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