What piece of work do you believe pushed the boundaries of production creativity & why?
It would have to be Peta ‘98% Human’, I doubt anyone would disagree that it was one of the projects that brought the production quality of The Mill to the absolute next level. There have been instances where I have introduced myself as a Mill artist, to someone from another studio and almost instantly they mention ‘98% Human’. It truly shows how highly rated that spot is throughout our industry. I am glad they made a behind the scenes for it because I can imagine it was quite challenging to explain that the chimpanzee isn’t real.
What will be the most defining change in the creative industry over the next decade?
I wouldn’t be surprised to see AI commercials popping up within the next decade. I can imagine a process in which you bring your product into a studio, select a layout preset, a robot arm with a camera will then film 5-8 shots, edit it to the music and export it out in various formats. Think of it as a giant commercial vending machine for small-scale companies with less budget.
Discover more about 30 Years of The Mill here. We would like to thank everyone who has been part of our history – our clients, our partners, our collaborators and our staff past and present. All of you have been central to making our first 30 years so extraordinary.