How the Production Industry Is Leaning Into the Zoom Era

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Shaun MacGillivray of MacGillivray Freeman Films urges holdouts to embrace the possibilities of hybrid and remote work options. Below, in his own words, he exemplifies how film and other industries have adapted their creative approach for the better. The challenge With autumn approaching quickly, most companies are in talks about returning to the office and deciding whether to do a hybrid working model or a full in-person return, with many even passing around employee surveys to gauge comfort levels. What we’ve found is that after a year and a half of virtual work and the infamous “Zoom fatigue,” there is a major discrepancy between those who are eager to get back into the office and those who are benefiting from being fully remote. The challenge for industries thriving in a remote work setting is how to convince others it’s the way of the future. The process Understandably, the unexpected transition from commuting to an office five days a week to working from home full time was difficult for a lot of people. Some lacked motivation and even trust in their team when they lost visibility into their day-to-day workload. On the other hand, many leaders, and even entire industries, flourished in a fully remote setting. They found working from “anywhere” was giving them the ability to concentrate better, find more efficient uses for their time and even improve their work-life balance. Film production is a great example of one of the industries that has taken advantage of remote work to become more efficient and ultimately more productive. For example, throughout the pandemic, our team found Zoom to be a great working style because our entire team of editors was able to access various servers, media and content from anywhere in the world, which is not something we had the capability to do before. Remote work also allows our employers to expand the hiring pool, tapping talent from all over the country who can bring new, fresh ideas and skills to the table. Finally, and arguably most importantly, remote work has forced many of us to get creative and go beyond our usual way of thinking and problem-solving. Another great example of an industry that faced the challenges of the pandemic head-on is theme parks. Because theme parks couldn’t welcome guests physically, they began to build out the virtual reality space to develop incredible ways for visitors to experience attractions and rides without having to step outside their homes. Not only did this help theme parks maintain their business, but it also opened doors for other industries to think outside the box. From the production side, this is in our nature—pushing the bounds of creating new media that are bigger and more immersive: new projection, LED screens and amazing content for buildings in cities and attractions. I predict that even when the pandemic ends, we’ll continue to see more immersive tech on walls, surfaces, ceilings and places you didn't see it before. The takeaway Remote work was forced on so many industries because of the pandemic, but many are still wary of taking the leap to be fully remote indefinitely. The best way to convince those who are still unsure is to give real examples of how the company and its employees are benefiting from being virtual—whether it be increased efficiency, access to more talent or creating new media and experiences that are bigger and more immersive.

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How the Production Industry Is Leaning Into the Zoom Era

Entertainment companies have embraced immersive tech during the pandemic

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Shaun MacGillivray

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Shaun MacGillivray