How have advertisers, agencies, and production companies adapted for Covid-19 and what have been the positive changes you have observed during this time?
Justin: Since the beginning of the C-19 crisis, everyone has had to adapt very quickly. In Berlin, there was a strong immediate push to help the government implement new regulations, and a powerful sense of responsibility and togetherness shared in the office and across the industry.
Greg: There is a lot of talk currently about how to adapt to the new climate we find ourselves in, and thoughts as to how this will translate to the new working environment that is to come in when normality returns. We are seeing a lot more full CG and animation scripts at the moment, with clients exploring options such as regrading and repurposing previous films. There have also been films shot entirely whilst in isolation, it’s uplifting to see how well we are coming together to collectively tackle this new working environment.
Justin: At the moment forward thinking is important and positivity and creativity are vital.
As the industry emerges from Covid-19, what key changes do you expect to see across the market?
Justin: As we emerge from the crisis it is clear that C-19 has fundamentally changed the way we work, an important key step moving forward will be to define safe working conditions and make changes accordingly. How will we be able to go back on set and shoot with fewer people, for example? Utilising the remote communication methods that we have become used to during the C-19 crisis will be crucial, and remote shoot viewings and sessions will most likely become standard.
Greg: Another key step will be to establish a new normal, or better yet redefine what normal means. This will include adapting to new, flexible workflows and exploring new ways to interact and come together.
Justin: It’s also important to note that although there will be challenges along the way, we should focus on the fact that we are all learning in unchartered waters; teamwork and compromise both within The Mill and with clients and partners is what will lead to continued success.
Looking way beyond Covid-19, what does the future of advertising look like and how might this have been influenced by what happened in 2020?
Justin: There are a few key trends for the future that we at The Mill Berlin feel will take center stage as the industry moves forward. We anticipate an even bigger push towards virtual production, allowing boundary-breaking work to be created without the travel that has always been so often required.
Greg: We also believe that there will be a massive shift towards adapting our work to suit consumption on mobile devices. It will be interesting to expand our knowledge and capabilities in this field and create work that can be enjoyed anywhere, and with 5G being rolled out across Germany the possibilities become endless. We are all very excited for what the future holds for both The Mill and the industry as a whole, and hopefully the challenges of 2020 will inspire us to think further than we have before.
You can get in touch with our Berlin studio at firstname.lastname@example.org