text by Jan Eric Hühn / pictures by Sara Samsoe, Gennelle Gruz, Unkown / 15min
During the last week, I was able to share thoughts and ask my questions to five amazing creators from around the globe, from film director to agency creative. Together we tried to tackle the topic of pitching, discussed fees and alternative concepts, as well as how this all ultimately connects to the way we collaborate.
Nadia is a director from Denmark who, throughout her career, has not only written various treatments for herself but actually found her way into the industry as a creative assistant for other directors. She wrote, designed, and researched treatments for them. To her, throughout the recent years treatments have become much more of a selling document than she would like them to be. She describes facing a constant struggle of wanting her treatments to come as close as possible to both her and the agency's vision, visually and copy-wise. It's crucial to her to create a treatment that leaves room for inspiration to hap-pen, while still convincing the agency and client to award the job.
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Nadia:
If I made it for myself, it would be more about finding images that had a mood and a feel that I thought was right to convey what I am going for. What happens exactly would then just be in the text. But it's so expected now to find images that really relate to the specific scene. I find that sometimes can be conflicting because it might not be the perfect image to show how you would want the general mood to be.
Colossale is a production company based in Montreal, Toronto, and the U.S. that aims to "deliver truth in an industry of fake smiles and soft handshakes". For them, creativity should always live at the core of every project. Vlad, Alex, and Christian
represented the production company during our intensive conversation, and as we spoke it became increasingly clear that they often find themselves between the colliding worlds of production companies and agencies, and have made it their mission to navigate, and ultimately unify this disjointed space
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Vlad:
I think there's a constant clash between our goal to foster a creative and fair space between friends and the business aspect of things. It s Like anything out there in the world. There's nothing that comes your way just perfectly. I think there's always this challenge that you have to have. Our solution is to build up relations with agencies that do really want to collaborate and try to be more of a partner rather than something like a, vendor.
Ugo Martinez, Associate Creative Director at Sitlee, has often enough been on the receiving end of treatments. While obligated to nitpick them, he sometimes found himself in a situation where he simply would not want to choose. He's determined to avoid the pitching model as often as possible; he believes this helps the creative process, to not simply present a finished concept to a director, but instead involve them as early as possible in the process.
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Ugo:
If I may speak for creative people in advertising in general, they most of the time create amazing concepts but they don't know exactly how it could work visually. We simply don't know. To me, that is why we need filmmakers. And to me as carly on in the process as possible.
Hometown Journal
Hometown Journal Episode 3
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