Trends and Insight in association withSynapse Virtual Production

2022 Cheat Sheet: The Roaring ‘20s of Creativity

London, UK
What are the developments and changes that the industry needs to see in the coming year, so that it can truly enter the new Roaring ‘20s?

The Roaring ‘20s – a decade that defined Western culture and society with economic growth and gave it a brand new cultural age, establishing cities like Berlin, London, LA, New York and Paris as the cultural hubs they now have fully become. The peak of Art Deco, Jazz and real good party culture all saw their best days during the ‘20s, as well as the large-scale development of the modern day automobiles, telephones, radios and many more electrical appliances. 

Having in mind this boom was preceded First World War and the Spanish flu, many can’t help but see (or expect) a resemblance with today’s 20s. We entered the ‘new’ Roarin’ 20s only two years ago and they were a bit…different. Instead of crazy partying, good music and good alcohol we basically didn’t get to see each other. However, now that restrictions all over the world are easing and we’re slowly emerging from hibernation, everybody seems to be getting excited.

Creativity, of course, was at the forefront of the last Roaring ‘20s… So will it be there now too? Can the end of the pandemic mark the start of the new ‘20s for creatives in the industry? And what really needs to happen or change to truly get the creative juices flowing in 2022? 

LBB’s Zoe Antonov asked creatives and experts from different ends of the creative industry about what kinds of changes, developments and fresh ideas are necessary to collectively make us ‘Roar’ in the new ‘20s. Here’s what they had to say!

Scott Hess

EVP communications & marketing, Publicis Media

Interestingly – at least to me – I think the ‘Roaring ‘20s’ will actually be kind of… quiet. While advertising and media have, for decades, tried to make a lot of noise and grab the attention of as many people as possible, we’ve seen the evolution of areas like data and content and modelling enable us to create messages that people actually want to receive, in settings that are appropriate. Across our clients, we’re seeing greater collaboration between creative and media and tech, as the lines between them continue to blur. If we are about to enter an era of renewed energy and possibility in our industry, chances are it might actually be a kind of high-value, but stealthy revolution that takes place.

Erika Zorzi and Matteo Sangalli - Mathery 

Directing duo, 1stAveMachine

2022 is the renaissance of the world as we know it. All we want for this new year is to work on treatments that seem risky - now more than ever, we want to have fun! In these past years we have struggled to connect with things, most of us didn’t have that many inspiring experiences and we all should freshen up a bit. We came up with the ultimate list to guide the advertising community in the right direction. Here are nine things that everyone in advertising should do this year:

- Collaborate at least with one new person every month with a different haircut
- Remember that the music is 50% of an ad so let’s not fuck it up with library stuff
- Let’s stop working on scripts that take place at home, there’s a world out there, and the space in CGI 
- Solid colour backdrops RIP
- Religiously respect the silence of a director after a question they clearly have no answer for (especially for on a zoom call)
- We should slam ourselves in the face every time we use the word “relatable” in a deck or treatment
- Never write a 15” script that you can’t read all at once holding your breath
- When you have an idea for a script, imagine Darwin looking at you and reflecting on whether you are worthy to continue the evolution. If not, because it’s boring, then change the idea! And if not, because it’s too stupid, then go ahead. We need fun stuff!
- Watch Mars Attacks! (for the 10th time probably)  And think “we should make an ad inspired by it, let’s call Mathery.”

Jara Moravec

Director, Hamlet

Great creative thrives when all parties are willing to take risks. In the upcoming years I’d like to work with smaller teams of people who have authority to take these risks. A small team of focused creatives beats a crowded meeting room every time. We should strive for more confidence and personality to let our voices be heard. “Weird", “spooky", “sleazy", “ugly", “silent", all those and more should be embraced and brought back to our dictionary. I’d love to turn off my censorship autopilot running at the back of my head. How about we prohibit using “dynamic”, “authentic” and “vibrant” until they regain their meaning?

With yin and yang back in balance, all the smiles and cuddles of advertising might feel honest again.

Gabe Jardim and Guto Monteiro

Executive creative directors, VMLY&R

The world is on edge right now. Too much division, a lot of anxiety, and the great resignation. A quick friendly chat at the bar becomes a prime time TV debate. People are looking for options to escape.  

We believe advertising can play a big role in that. We can create work that is more fun, light hearted and creative to help people cope with the reality of two years in quarantine. A funny ad campaign can be exactly what people need after a full day of zoom calls. Something people can laugh about and share with friends Something that shows a new perspective, piques their interest, and makes them feel better about themselves. Something that doesn’t challenge their intelligence. It’s there to entertain them, with no commitments, no fees, no forms to fill, and as important as creating fun stuff, we need to have fun while doing it. 

Working in this industry sometimes allows us to bypass conventions of the corporate world, to give the middle finger to dress codes and business formalities. That has always helped us cope with a job that, very often, can be quite demanding. So, let’s all acknowledge that we’re not going back to the industry we used to be in. Let’s take this unique moment in history to progress and realise that the most valuable currency in this era of "new advertising", is the wellbeing of all professionals. We can only have fun and create fun stuff if we first achieve wellness. Finally, it’s important to realise the campaigns with purpose and bigger mission behind them should always a major role in advertisers’ lives and there’s no going back on that.

Rayyan Aoun

Executive Creative Director KSA

Have fun and fall back in love with what we do.

There’s a certain level of devotion that comes with creativity. You feel your senses coming to life and you are ready to take on the world. When the pandemic hit, the entire world panicked, the workflow stumbled, and we switched to survival mode. We’ve been living a constant pressure to deliver fast, cut the losses, and fight for growth. With that came a wave of anxiousness, everyone wanted to hold onto to their seats... No one wanted to take any risks.

And that almost killed the fun and creativity with it. But we don’t want to lose our risk-takers, go-getters, and creative geniuses. Let’s diffuse the tension, reignite the creative flame, and give our talents the space to play and unleash their full potential. 

Let’s fall back in love with our industry.

James Solomon

Director, Fish

How do we make the creative industry 2020's as fun as the 1920's?

In terms of screen production we could look back at the 'golden' advertising age of the 1980's. Analogue technology didn't allow much revision - you shot the film and walked away. Even video split is quite recent - if you wanted to critique the shot you used to have to ask the DOP and look through the camera viewfinder. The same went for the edit process - the director delivered the cut and everyone went out for beers.

Digital technology which normally simplifies workflows has done the opposite in our industry allowing input at every stage of the process and pre-production meetings become pre-pre production meetings which become pre-pre-pre-production meetings in an endless hall of mirrors. This stifles creativity. At the same time budgets are dropping which reduces the value we put on screen.

The solution is simple to articulate as it is hard to enact: we need to think about how we can simplify structures and bureaucracies and trust the people we hire to make decisions.
Covid has shown how well we can run more streamlined projects and if we don't do it in the industry people will do it outside - there are plenty of kids making amazing content all by themselves the same way we used to. We need to look at them and go back to the past to unleash our creative future. (I recently made an award winning short film called 'A Hole' which is a darkly comic investigation of the process so have had a bit of time to think about it. It will be released online soon.)

More News from LBB Editorial
Work of the Week
Work of the Week: 19/07/24
Work from LBB Editorial
Brunch Buffet 2
Brunch Buffet 1