Creativity in the Digital Age
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 26 April 2018
⏱️ 17 minutes
🧾️ Download transcript
Summary
How do designers and advertisers get people's attention when there is so much competition online? And how do brands get around ad-blocker software?
Manuela Saragosa goes to the annual Design and Art Direction festival in London's Shoreditch to find out. She speaks to D&AD's Tim Lindsay, Trevor Eld of the Fader magazine, and photographer Perou.
Meanwhile Andrew Geller and Isabella Parish of video production company 1st Avenue Machine take Manuela through a music video packed with optical illusions that they made with the band OK Go, and explain why it is so hard to be original these days. Plus Chris Moody of brand consultants Wolff Olins gives feedback on Business Daily's new logo.
Producer: Laurence Knight
(Picture: Photographer Perou and his models of being photographed at the D&AD festival; Credit: BBC)
Transcript
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| 0:00.0 | Hello and welcome to Business Daily from the BBC. I'm Manuel Zaragoza. And this edition comes to you from |
| 0:09.4 | London's biggest get-together of the great and good of the creative and advertising industries. |
| 0:15.0 | So we've got Joseph, who is bearded and tattooed wearing a beautiful swan leg tutu and Encelam is painted himself gold. |
| 0:24.6 | But how do brands get noticed |
| 0:26.9 | amid the billions of images and videos that get posted online every day? |
| 0:31.5 | It's really hard. |
| 0:33.6 | Design and marketing in the digital age |
| 0:36.6 | coming up here in Business Daily from the BBC. |
| 1:02.4 | Okay, so what we're watching here is a music video, which you helped put together by a band called... Okay, Go. |
| 1:03.7 | So one of the singers from the band called Damien was the co-director of this film. |
| 1:08.2 | Hello, I'm Isabella Parish. |
| 1:09.7 | I'm the MD of First Avenue Machine London. |
| 1:11.8 | And I'm Andrew Geller, and I run the LA office for First Ave Machine. |
| 1:15.5 | It's all about sort of changing perspectives. |
| 1:19.4 | Kind of, you're supposed to be confused, I suppose. |
| 1:21.9 | We are a production company, and we make commercials, music, video and digital content. |
| 1:26.6 | It's all that different perspective. |
| 1:28.0 | That's right. |
| 1:28.5 | So there are about 20 to 25 perspective tricks in this. |
| 1:33.5 | It's a one-shot camera-moved music video. |
| 1:36.2 | That means there's no editing. |
| 1:38.0 | It was all done in one take. |
... |
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