CREATIVE DIRECTOR LAURA WIMER JEWELL IN INDIE AGENCY NEWS
What if the creative industry changed the way campaigns are made?
In an op-ed published today by Indie Agency News, Laura makes the case for bringing the production team and a project's creative collaborators (the photographers and directors) into the discussion before the brief is final.
"Their taste, strategy, experience and practical knowledge should influence the idea before it gets locked by a brand," she asserts. "I want them invested in the business rather than simply awarded the work on the other end of a triple bid."
What would this look like? As proof of concept, Laura points to the visuals library she creative directed for Hilton. Comprising stills, motion, and social content, the project spanned nine luxury destinations, from Kyoto to Orlando.
Creative director Laura Wimer Jewell in Indie Agency News
Laura on location for Hilton in Venice, Italy.
"The creative and production thinking happened together from Day 1," notes Laura. "That changed the questions we were asking: which stories deserved motion, which moments were stronger as stills, where local talent could make the work more efficient, what could happen simultaneously, and what absolutely could not."
Laura puts these ideas into practice with Giant Originals, which she and Giant developed to offer brands a creative and production solution that's both streamlined and high impact.
"You cannot figure out the creative idea first and the production system second," says Laura. "The system is part of the idea. And sometimes the production system IS the idea."