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It’s called craft, sweaty.
Coach
🤔
Coach
Most of the time the things that make the spot great are those tiny little details that everyone thinks is being nit picky. Like how the music falls over picture. Or getting that one word just right. Or making sure the voice is perfect. Or finding JUST THE RIGHT FACE. A lot of people don’t see the differences those things make. But they do make a difference. I’m not saying your CD is a genius. They could be sweating the wrong details. But don’t discount it
Coach
It's not just CDs. Most people in a position of authority will want to put their stamp on projects coming out of their department.
The good version of this is guiding at an early stage, pointing people with appropriate skills at the task and letting them run.
The crap version is 11th hour tweaking. This is what most people do.
Sorry 🤷🏻♂️
Coach
In my experience the bigger of a hack a person is the more they spend time pointing out those tiny, unimportant things.
That’s what I think too. If you got big picture goals you don’t sweat that stuff. And if so you give the power to the people below you. Right?
I had an ECD who’d routinely come in, first or second day of edit, comedy campaign, and be upset if we hadn’t added the sound of each persons footsteps. Then they’d say “What joke you want at the end? Doesn’t matter, right?” And this was someone with lots of TV/comedy experience, HIGH six figure salary. I thought they were trolling.
Those details matter. But yeah, if that’s all they’re adding, that’s not great.
Coach
It's truly terrifying when a comedy script gets gutted at the 11th hour. Like shoving somebody on a tightrope.
Subject Expert
Who’s praising them?
Team members, mainly account.