I find myself in the position of having to review a mountain of pieces from various in-house production teams (those of holding company ad agencies) at the moment, and everything feels so flat and one-note. What’s going on, that the same generic flatness is happening across the board, regardless of the different people and agencies listed in the credits?

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Filter world. We spent years training the algorithm, only for it to end up training us.

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I’ve recently edited 8 sizzle reels (at 3 different agencies) which all had the exact same structure / edit style.

One of the agencies had the same music, for two different brands. So I threw that same (huge song from 2005) in two other cuts for different agencies.

Result:
Four edits, 3 agencies, all the same song.

However my favorite note is the obligatory-
“can we have a flutter cut montage of a bunch of faces looking at the camera, Just before the end logo?”

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All the cars are silver. All the condos look alike in every city. All the brands use the same few sans serif typefaces. It’s called “the great aesthetic flattening,” and it affects production as well. When all visual artwork needs to be “scalable, flat, minimal, abstracted or universal” nothing is left to be surprising or beautiful. https://basicarts.org/the-great-flattening-a-visual-companion/

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In house probably worse. Not where the true creative people want to be. And usually have no strategists/planners to push either

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The in house agencies don’t have their own CDs so they share with the agency side. Creatives are spread thin and have very limited time or patience to work with the In house agency teams on the case studies n such. Or the in house agency had the same freelance editor as another in house agency and that’s what you’re looking at.

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