Matt Eastwood

Yikes. Proof that AI will not save us from mediocrity. The quality of AI's output hinges on two major factors, just like any tool used for making things: 1. The quality of the human input at the onset. 2. The quality of human control over the output.

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Speak out on topics that truly matter and authentically align with your brand's values. And do not play the short game of acquiescing to the usual mob of purpose-haters. #SocialJustice #BrandValues #TakeAction

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Not every creative can do every kind of creative. And that's a good thing. As a young writer, I saw the campaigns that would come out of Wieden + Kennedy and think, "Dang, that's great writing." Imported from Detroit. It's amazing what you're capable of. Find Your Greatness. Strike. (Even their new Winning Isn't For Everyone.) All of them extremely well written and inspiring and envy inducing in the best kinds of way. And while working on brands like Ram or Coke or Samsung or Target, I would try so hard to write like that but I always felt like it was a cheap knock you find on Temu. Even when my scripts sold and the clients LOVED them, I was always meh about the finished product. It took me years of failing to do this kind of writing and be this kind of writer to accept that that's not my style. I don't enjoy writing big poetic emotional manifesto anthem spots. (Which is good because clients don't ask for them much any more.) Sure, I can think of those kinds of big ideas, but when it comes to writing dialogue, it takes me an excruciatingly long time to land a VO I think could compete at that level. And it's not fun for me at all. I think I've done one or two I can say I'm proud of. (Look at the LeBron Samsung or Jeep SB spot I worked on.) Then one day, it hit me. I get comedy. Like many writers on LinkedIn, I did stand up in NY. I taught and performed improv comedy in NY, VA and UT. I still perform improv comedy regularly at ComedySportz Theatre. I get funny story telling and scene work. I like, no I LOVE to write funny ads. Not those slapstick infomercial spots you see coming out of Utah, but insightful and smart humor that connects people to products. So that's what I do. And that's what I get called to do. It's humbling to say this out loud. And even now as I write this I'm like, "You could do totally do that kind of writing. You're good enough to be a writer at WK." But that's my pride talking. To which I say, "Shhhh. It's okay. You're not gonna get asked by WK to write a Nike Manifesto. You'll be okay....shhhhhhhh...." The reason I'm sharing this is maybe you're struggling to figure out what kind of creative you are. Maybe you're trying to do something you're not good at and don't enjoy doing. Maybe you need to find peace in the truth that that's not you and that's okay. So if you're stuck on this excruciating wheel of creative self discovery, don't get off. Change the direction. Work to find out what kind of creative you are. Work to find out what kind of ads you ENJOY making. Then go forth and slay. You many need to make less money. Or have a lower title. But you'll be happier, I promise. And eventually, you'll get hired to do more of what you love. Or you'll get booked when agencies or brands need something you can deliver. It might not be every gig, but the ones you get, you'll love doing. In the mean time, let's watch this ad together and go, "Dang, that's great writing." #stayhungrymyfriends

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Hey CMOs and mktg peeps — playing it safe with your B2B brand isn’t working. It’s time to shake things up 🫨 The hard truth is that most B2B brands suffer from… → Over-dependency on data → Lack of commitment to a brand strategy → No evidence of purpose or motivation → Underutilized design & messaging → Lack of commitment to a testing regimen All real talk but there’s light at the end of the funnel🌪️ Dig into our new ebook for some unfiltered observations and game-changing advice that will reignite your B2B brand strategy 🚀 #B2BBranding #ShakeItUp #B2BAgency #B2BMarketing #BrandingAgency #BrandCreative #EBook #DesignAgency #MarketingAgency

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These physical objects being “crushed” does not define your creativity or your future as an artist, designer, or musician… Well, here we go again with a large portion of the creative community up in arms about a recent Apple ad for the new iPad. I’ve been hearing responses to a recent post on X like… — “Apple's image is built on connections with creative professionals. Those people have an intimate attachment to the tools of their craft. Symbols of meaning and fulfillment. Making an ad with this destruction is unprofessional and offensive on a different level.:)” Or… “I'm a designer. I had tons of crappy clients and this commercial is just plain sad. You must read the room of what's going on in the world right now. I get the message of "all in one" but using the crunch (or pressed) wasn't a nice approach. Destroying instruments where a lot of musicians appreciate is kinda sentimental. The musicians play their instruments because they feel joy and is the only thing they can afford. There is a crisis where we cannot buy the basics such food so probably won't have the $ to buy iPad. It's just tone deaf. Maybe 10+ years ago would've been another way to interpret but right now, 2024, nah. People are desperate and watching these commercials where they are pushing consumers to spend more on technology which are going to replace all art and creativity in a small device... not cool.” — Take things as you may, but… I find the symbolism of “destruction” to have been taken far too literally and rather perceive the visual concept of the ad to be about “compression and integration” through the process of “pressing and forming” so many creative tools into a single product. If this same visual concept were for an iPhone and the items being “crushed” were a fax machine, telephone, radio, keyboard, scanner, Rolodex, modem, monitor, encyclopedia, books, albums, etc. Would everyone have the same reaction? I don’t feel an iPad or any product will ever “replace all art and creativity”, but rather as a tool that may perhaps introduce more people to it. Technology will never stop for anything, and neither will human creativity.

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Talked to Ad Age about why CMOs unrealistic expectations about AI cause them to abandon projects. An important read. As CMOs address change management, level-setting expectations may also require them to reassess the fundamental purpose for why they are adopting AI… Thanks for the chat Asa Hiken https://lnkd.in/erYhQVvr

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All of this. But key takeaways for me. Good design is invisible. Good Design is a business driver —both a weapon for growth and a mechanism for efficiency. Good design is worth the time.

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NARRATIVE MOTION is the visual podcast that explores all things related to video production, video marketing, and strategy. IN THIS EPISODE: "COLORING OUTSIDE THE LINES: What Video Marketing Can Learn From the Art of Painting."

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I read about one branding agency that at the beginning of every project asks AI for ideas, and then says "That's what we won't do. We have to go beyond what AI would." Marc S. Pritchard, the head of brand at Procter & Gamble, says that regardless of the technology, the creative will always come from the people and the heart, and I completely agree. The latest AI tools for designs, writing, etc., are extraordinary, and can act as assistants, but by their very nature they will rely on what came before. When I see the videos and audio, etc., that they produce they have high production values but are predictable. Only a human will have a breakthrough, unique creative idea that connects with other people. https://lnkd.in/erVzFxDy

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New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

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The End of "Undifferentiated" Creative Studios... AI is disrupting the creative landscape. As it drives down the cost of creative services, studios that simply offer "skills for hire" are facing an existential crisis. Patrick 🏴 Kizny explains the shift from "supply-based" to "value-driven" creative services. The takeaway is studios need to evolve beyond just providing commoditized skills and explore other options. They need to: Build IP: Create unique products, services, or content that can't be easily replicated. Focus on business impact: Help clients solve problems and achieve tangible results. Offer a differentiated experience: Provide exceptional service and expertise that goes beyond just technical skills. It's time for studios to embrace a new model, one that focuses on value creation and strategic partnerships. "Undifferentiated" studios are on the endangered species list. Agree or disagree? Let's hear your take on the future of the industry.

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Note to Brand People: Differentiate. By using logic AND emotion. Start with the R&D people -- talk to them until you tease out some fascinating little detail, then tell THAT story in a believable & confident way. If you're interesting, people will be interested. 😝 Build fact upon fact to get to the flood of emotion: the conversion moment. THIS is how you get to the moment of -- "oh yesss." "This one." "This is the one for me." In other words, stop selling a generic hair product that gives you this year's generic look. (a look that will be somewhat "out" by the time a large company finishes & tests the commercial:) Where's the uniqueness? What's the story? Where's our reason to believe? Instead, put a pin in the map: choose a look MADE POSSIBLE by a unique twist in your formula. (Check w R& D :) Name that Look. & then MAKE IT A TREND. (Note to Marketers: Companies that employ over 10,000 people MAKE TRENDS. You're Big! Start Acting like It! 😜) Cosmetics marketers: Stop selling generic face serums with all the most-wanted ingredients. (that's not a unique product story or a unique brand story, that's a laundry list.😂) Yet MOST SERUMS BEING SOLD TODAY DO THIS! 😳 Yikes. No wonder the ones who don't are the top sellers forever. : D Since I've been doing my own thing, doing different creative projects WFH, I have gotten the MOST calls & projects from the R&D people I've worked with -- from Unilever, and Estee Lauder, and Procter & Gamble. Which is surprising. Until you realize . . . I always listened to them. & together, we made great creative. That always DIFFERENTIATED the brand. I'm grateful. That I thought of this today. Thanks George. 🤲❤️😘 Have a fabulous week!

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I was shared an Are.na board of studio bios and positioning last week. https://lnkd.in/eBWXMdfC Super interesting to see a generally homogenous landscape of very serious positioning statements! As an industry, we really do appear in the copy to take ourselves so very seriously. There are definitely some exceptions that are strategically brilliant in this selection but what shook me from this curation was the very clinical tone we have as creatives. What I'm asking is – where has the creative fun gone? The unique personality? I know often the work is the USP of the studio - but why not twin it with a distinct position on what you stand for and your philosophical approach to creative work as a whole?

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Not every brand needs to be universally adored—sometimes leaning into the discomfort is the key to real growth. In my latest article, I explore how understanding why people dislike your brand can unlock powerful strategic shifts. It’s not about chasing approval; it’s about embracing feedback, addressing misconceptions, and positioning yourself authentically. #iWroteAnotherThing https://lnkd.in/g8CrgXud

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Filmsupply AI-powered search is here, and it's a complete game changer! You can now search on Filmsupply the way you think, using natural language. Describing complex scenes, emotions, or even locations to help you find your footage faster than ever!

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The first Creative Director Masterclass is halfway through, time to sign up for the next one. Why do it? Well, it's lonely when you hit that CD chair, you need to get a lot right and navigate a lot of sh#t. Advice helps. I've done all of that and can guide you through it. In 2019 I wrote a post on LinkedIn called - HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT. That post got 800,00+ views, about 10,000 likes and around 600 comments - it struck a nerve. In the post, I shared around 15 things I believe you need to do to be a better and more effective Creative Director/Leader. Then, I started coaching current Creative Directors/Leaders and those who wanted to grow into the role. If you're keen to get this role right, then get in touch. Limited spots are available - I am a one-person operation. Some more details are in the attached carousel. #creativedirector #creativecoach #creativecareers

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