Was reading recently about the Boston-based shop Modernista!, which sounds like a pretty amazing place. Not just the mastermind behind Hummer’s “Big Race,” Cadillac’s “Life Liberty and The Pursuit,” and the MTV “We’re watching” campaign, the agency has redefined and basically characterized what agencies of the future are and will be doing.
At least if they want to stay in business in the future.
As an example, their new music video for U2’s “Windows in The Skies” is nothing short of fantastic.
Slightly reminiscent of the Apple “Crazy Ones” spot in the late 90’s. But with an entirely different agenda.
My personal favorite is the shot of Elvis at 2:47. Wonderful.
Needless to say, this must have taken quite a bit of man-hours. A lot of searching. Editing. Frustration. But it must have also been an extremely amazing feeling to be working on something like this. These are the types of projects I would enjoy. And these are the types of projects where I believe our industry’s talents will be sought in the future.
Hugh MacLeod, the famed brand consultant/copywriter/cartoonist, said it best: "Thought: the future of advertising is clients increasingly asking their agencies to help re-invent not just their brands, but their actual companies. The future is agencies being increasingly unable to deliver on this. Out of this wreckage a new industry will emerge."
Better start paying more attention to Final Cut.
dubs. out.
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