All for One and One for All

The Repub­lic Col­lec­tive’s model for as­sem­bling cre­ative ad­ver­tis­ing talent is de­signed to cre­ate op­por­tu­ni­ties for com­pa­nies like Denver an­i­ma­tion house SPILLT. By Thomas J. Mclean

Animation Magazine - - Opportunities -

Find­ing work for yourself or seek­ing out just the right per­son for a par­tic­u­lar job in the mod­ern cre­ative econ­omy is not al­ways easy — and that’s some­thing ad­ver­tis­ing vet­er­ans Erika Levy and Danielle Bryan are hop­ing to change.

The duo have founded The Repub­lic Col­lec­tive, a com­pany us­ing a col­lab­o­ra­tive pro­duc­tion model de­signed to open up op­por­tu­ni­ties in the ad­ver­tis­ing world for com­pa­nies like SPILLT, a Denver-based an­i­ma­tion com­pany that cre­ated a launch spot for The Repub­lic.

Bryan says The Repub­lic sprang from a need she and Levy saw in the ad­ver­tis­ing land­scape for flex­i­bil­ity in match­ing up cre­ative clients from any­where with the right job, big or small. The idea is to as­sem­ble a na­tional sta­ble of vet­ted cre­ative talent that can be matched up and pack­aged in any way nec­es­sary to serve a spe­cific project no mat­ter its size or lo­ca­tion.

“We can go into these mar­kets in mid­dle Amer­ica and open up these av­enues that were per­haps un­ex­plored be­fore, so that a di­rec­tor or a pro­duc­tion com­pany or an an­i­ma­tion com­pany like SPILLT, who is known very well in the commercial in­dus­try in Denver, could be in­tro­duced to small bou­tique agencies in Minneapolis and Mi­ami and At­lanta and Char­lotte,” she says.

Un­like a tra­di­tional rep­re­sen­ta­tive, the Repub­lic’s process is non-exclusive. Projects seek­ing to tap into its sta­ble of talent pay a nom­i­nal search fee and, if they hire out of that search, a com­mis­sion to The Repub­lic. “We’re like bro­kers,” says Bryan. “Ad agencies can come to us and we can put to­gether as many or as few of the pieces as they need. And our reach is vast be­cause we work in the cloud. So whether it’s an­i­ma­tion, or di­rec­tion or post or what­ever, we have people all over the coun­try that we can bring in.”

The process of ap­ply­ing to The Repub­lic is open to any­one who wishes to sub­mit, but only ap­pli­cants that show they can re­li­ably pro­duce qual­ity work are ac­cepted. “Not ev­ery­one, hon­estly, is in­vited in,” says Bryan. “We want to make sure we are of­fer­ing the most nim­ble, flex­i­ble op­tions that the coun­try has to of­fer.”

Ryan Bramwell, cre­ative di­rec­tor at SPILLT, says the in­creas­ing de­mand for an­i­ma­tion in ad­ver­tis­ing across the board makes The Repub­lic an ideal way for the com­pany to ex­pand its reach into new mar­kets and com­ple­ment its es­tab­lished sales av­enues.

“The whole premise of SPILLT is to be col­lab­o­ra­tive with other pro­duc­tion com­pa­nies, to not stand on our own but to use other com­pa­nies, other tal­ents, to cre­ate the best prod­ucts,” says Bramwell. “I’m a firm be­liever of work­ing where you want to work and liv­ing where you want to live, so it fell right into line and I per­son­ally be­lieve it’s go­ing to be one of the ways to give smaller com­pa­nies like our­selves a chance to com­pete on top-tier projects.”

The spot SPILLT an­i­mated for the Repub­lic it­self is an ex­am­ple of the grow­ing op­por­tu­ni­ties for an­i­ma­tion in the ad­ver­tis­ing field for both tal­ented free­lancers as well as bou­tique stu­dios thanks in part to the spread of tech­nol­ogy and an­i­ma­tion’s abil­ity to tell com­plex sto­ries quickly.

“There’s a whole new world quickly open­ing up for these smaller bud­geted, quick turn­around an­i­ma­tion jobs,” says Bramwell. “On the large scale sort of things, an­i­ma­tion comes in when it needs to, but I think for the more util­i­tar­ian needs we’re go­ing to see more and more an­i­ma­tion to tell a story quick and catch the pub­lic’s eye.”

“People that are tal­ented and able to deal with what we term as re­gional bud­gets, they’re spe­cial,” says Levy. “We need some­one who’s able to go in on these smaller jobs and be a lit­tle more flex­i­ble be­cause they don’t have the over­head. SPILLT doesn’t have the over­head that I think those gi­ant an­i­ma­tion com­pa­nies would have. So we seek out com­pa­nies in the smaller niche an­i­ma­tion mar­ket so they can come in and take some of these smaller jobs.”

Again, the SPILLT ad for The Repub­lic is cited as an ex­am­ple. Bramwell says he and two stu­dents from the Sa­van­nah School of Art de­signed and an­i­mated the video.

“It’s kind of in the spirit of The Repub­lic it­self, al­low­ing these artists who nor­mally wouldn’t have a chance to do a video like this the chance to let them do it and give them a chance to shine,” he says.

Im­ages from SPILLT’S spot for the launch of The Repub­lic Col­lec­tive.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.