msupply, they walked us through both title sequences beat by beat, but here we’re going to talk about the four elements of a great title sequence.
Ego is a strange thing in advertising, or any creative field for that matter. In one way, it seems to be essential, but in other ways (like collaborating) it’s the stick in the gears. The small thing that’ll break down the entire process, and maybe the whole agency, in the end. For Danny Hunt, Creative Director at Lucky Generals and formerly at The & Partnership, Saatchi & Saatchi, and more, he’s found the right place for it.
There’s a myth that being a business person and a creative person are mutually exclusive, that they exist in different universes with parallel paths. According to Squarespace’s VP of Creative Ben Hughes, it’s the intersection between these paths where the real magic happens:
When thinking about the Star Wars universe, “small” is probably not a word that comes to mind. But for Dave Asling, Owner/Creative director of Creation Consultants, Inc., miniatures and models are perfect for creating larger-than-life visual effects. His company’s work on films such as I, Robot, X-Men: The Last Stand, Fantastic Four: Rise of the Silver Surfer, Elysium and Welcome to Marwen, led Disney+ to tap them for work on Star Wars: The Mandalorian.
Strange times like these are perfect for creatives. It’s in our nature to adapt and working from home requires its fair share of adaptation. You’re competing against loneliness, distractions, overly affectionate dogs — and that’s just the start of it.
At this point, we expect advertising to be insincere. We’ve never won a free cruise to the Bahamas. That cheap Mexican beer won’t transport us to our own beach — not even inside our minds. So if we expect anything from ads these days, it’s entertainment and little else.
For most creatives, healthy working relationships are a rare gift. There’s a lot working against us: Egos. Pressure. Deadlines. Differences of opinion and taste. And yet we can’t help noticing that some of the best work being done today is being done by people who genuinely like each other. A great example of this is National Geographic Channels SVP/Group Creative Director Andy Baker and one of his go-to photographers, Joey L.