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| Author | DCM |
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Last Friday morning, DCM’s resident film specialist, Tom Linay, took a trip to Havas Media UK to participate in Ideas Week, with Ed Edwards, Creative Director, Writer and Director at Havas Worldwide.
Their Q&A session covered diverse topics, including how the story-telling power of the big screen compares to other media platforms, the sanctity that cinema provides in a content saturated, multi-device age and whether the fear of failure inspires or hinders creativity.
The session began with an introduction to Ed, including his past agencies (BMP DDB, Fallon, BBH and CHI&Partners) as well as movies and ads that have inspired him which include Withnail & I for its comedy elements, Easy Rider for its style and music and Performance for its total anarchy.
The ads that have inspired him include Kipper for Lego by TBWA, with the comedic voice over from a Tommy Cooper sound-alike , Iguana for Benson and Hedges by CDP, with its surreal overtones and origin, culminating with Drugstore for Levi’s by BBH, because of the directorial style of Michel Gondry
Ed also shared his own favourite ad that he had worked on, which is the 2006 Satellite ad for the Audi A6.
Tom and Ed then moved on to discuss Ed’s creative process when creating an advert, from receiving the brief to delivering the finished ad. Ed revealed “the first thing I do when I receive a brief is throw it out and leave the office for a more inspiring space”. He added that the traditional office space was not geared towards creative thinking, citing that there are many alternative places to seek inspiration in close proximity to most offices, such as art galleries, museums and failing all, else, pubs.
They also talked about how cinema differs from other mediums, in its immersive and its “appointment to view” nature, which is becoming increasingly important in a “multi multi screening world” according to Ed.
One of the final topics they covered was whether deeper audience engagement is now possible through advancements in technology, such as 3D, Dolby Atmos, IMAX, mobile, to which Ed strongly agreed, stating that any technological enhancements that added to the immersive atmosphere of the cinema were to be embraced.