I’m overseeing multiple commercial and branded content projects, and I’m noticing that more clients are pushing for vertical, fast-turn content over higher-end, traditional spots. Part of me worries this devalues the craft and crew, but I also know it keeps the lights on and can be creatively interesting in its own way. How are you approaching this shift in your own slates, and do you feel excited or concerned about where commercial production is heading?

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More views with 9x16 content versus TV/broadcast.

Much smaller budgets, more ambitious ideas, quicker turnarounds (like 24-72hr post-production).

I think this will crush the current agency model.

I don’t mind making the content - in fact, I might prefer it more because it’s much less precious by nature. However, clients are more precious about it because they actually understand it.

I don’t enjoy it though. Nothing special about it. Just churning out content. Means to an end.

Ultimately, working for an ad agency is not how I’d like to spend much more of my life.

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I’m optimistic for a balance. But it’s not the world I came into.

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Something to brighten your day 🤗
I was listening to a Mufti Menk lecture yesterday on this topic. Surah Nashra is also about burdens we bear. Within this Surah,Allah SWT speaks about how He is the one that granted the cure, purity, and strength after the backs were about to break. Allah SWT takes us to this point to refine us. We never know our capabilities until we are tested and challenged. This is when we realize we can do it and we can get through it 🫶🏻! IA you got this 🫶🏻!

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