Brent Ladd and Steve Miller group Creative directo

Brent Ladd and Steve Miller group Creative directors, GSD&M

We’ll see more commercials shot on video. The technology has allowed video to take on a quality look all its own. We recently produced a test commercial on video that looked awesome for about $1,000. Also thanks to digital technology, you’ll see more and more creatives cutting their own spots. Bad news for film editors. Creatives will also be directing more spots on our own this year. In general, it seems like we have less production money than we did a few years ago. The SAG strike should have some lingering impact. Creatives learned to tell stories visually using less dialogue. Creatives also learned that non-union actors were pretty damn good. Clients, we’re afraid, realized they didn’t need quite as many commercials.