Page 8 - AdNews Magazine May-June 2022

Behind the Cover
www.adnews.com.au
| May - June 2022
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The creative contingent of adland is the beating heart of the industry. AdNews, with a mission to create high impact and inspiring covers, hand picks an agency to work magic. This time it’s Re.
Being creative with creativity
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Thoughts on the brief?
This brief resonated with so many of us at the studio. Our team at Re had a really interest- ing array of ideas representing how the pandemic has changed our creative process. There were concepts relating to how tech has taken over our creative process, to how confinement has stifled our creativity. Interestingly, there were positive perspectives as well, like the creative ways people have approached working during a pandemic.
How did you know you landed on the best concept?
I don’t think there was necessarily an ‘aha!’ moment where a particu- lar concept felt like the one. It was when the ‘infinite mirrors’ con- cept resonated with the AdNews team during our presentation that we felt like we had a winner.
Who from the team was largely involved?
Initially Andy, our ECD and Nick, one of our DDs, briefed the broader agency, with most of the creative team contributing initial concepts. Once our concept was selected, a team consisting of myself, Lillian
(our operations manager), and Andy started to focus on the spe- cifics of the project . I went on to refine the concept, pulling together a short list of photogra- phers we wanted to shoot with and working on scamps of the set. Lillian was the one behind the scenes ensuring everything was being taken care of.
What were the biggest hurdles to making this a reality?
The biggest hurdle was the logisti- cal side of things – securing a pho- tographer, finding a location, deciding on talent, the list goes on. We also had to deal with a lot of public holidays falling between the concept being approved and the delivery of final assets.
Tell us about the shoot.
Who shot this and how did it come together?
The shoot focused on the concept of ‘infinite mirrors’. We wanted to portray how constantly creative processes relied on screen time during the pandemic. We’ve been constantly staring at screens and sitting in video calls, and we wanted to reflect the effect of these repetitive processes.
Nick Lawrence shot this for us in his studio in the Sydney suburb of Alexandria. We sent him a one pager on our concept and then caught up over video to bounce some ideas off each other. From there, we started to plan out the logistics of building a mirrored set and how we’d shoot it. In the end, our creative problem solving and commitment to the concept paid off – we’re so happy with how it came together.
Biggest challenges with the whole process?
The logistics of shooting around mirrors and not capturing the pho- tographer or anything else from the studio we wanted to hide. I think also the logistics or planning a shoot in between so many public holidays and organising retouch- ing within those dates too.
Best bit about the process/ any funny stories?
Was watching the set come together, a lot of logistics and planning in the set up so to see it done and come out the way we envisioned was great. And also seeing the retouched final shot was so exciting and sharing it with the agency.
QANTAS COMMERCIAL • IAB AUSTRALIA TEAM • HERMAN THE TYRANT • ANDREW FYFE’S CARTOON
KFC FOOD SNOBS • FOXTEL’S NEV HASAN • WHERE DO IDEAS COME FROM?
Thinking. Insights. Ideas.
adnews.com.au
Creativity and
the Pandemic
Stuck in a tech vortex?
AdNews – Since 1928
May - June 2022
Credits
Andy Thomas, EC
Cameron Benoist, Senior Designer/ Art Director
Lillian Desplat, Operations Manager Nick Lawrence, Photographer
Alex Cook ,Photographers Assistant Matthew Cox, Retoucher
Ben Mcqueen, Talent Ann Leary, Talent
A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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