As Agencies Keep Adapting, Game Engines Emerge as an Effective Tool to Keep Work Going

The Mill is finding success using platforms like Unity and Unreal

a man dancing
The Mill used game engines for a Google Pixel 3 ad featuring Childish Gambino. Google

Agencies continue to morph their processes as they navigate an uncertain future. Most notably, as the COVID-19 crisis rapidly unfolded, production has taken a hit. Shoots were either delayed or canceled. And though it’s admirable that agencies and brands continue to find ways to create, a steady diet of stock imagery and user-generated content may wear out its welcome.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.