Whenever we can, we try and get as much input from our lovely colleagues here in the office to stuff our articles with as much inside knowledge as possible! Today, we have been given insight into a day in the life of our Creative Director Sarah, and it doesn’t disappoint (especially as she tells us all about how the ENTERTAINER 2018 launch videos were created!)
Over to Sarah…
Being the Creative Director differs from other creative roles in the sense that you have much more of a focus on making sure things are right for the brand positioning. It also means being in charge of the creative team, from junior to senior – writers, designers, art directors and production. Basically, you spend less time in front of Photoshop, and more time guiding the team! I have a great team, so it makes my job much easier.
When it comes to shooting a global campaign in the Middle East, the challenge is often casting. Although we are a multi-cultural society, we just don’t have the long standing theatre culture that other major cities like London or New York have. So after some thought, I decided to go with a company from Beirut that specialises in digital content: Bip Media.
The idea behind the spots was based on the thought that the ENTERTAINER is always there to make you smile. Sometimes because of activities you really want to do (i.e. visiting a water park or spa), and at other times because of discounts on things you have to do (i.e. visiting the dentist, taking the dog to the groomer or going for hair removal – ouch!)
So, our campaign was born – “Savings on the enjoyable and unavoidable” – and our spots reflect that, in a funny, quirky way. We see our heroes happily paying for things they want to do, but cutting corners when it comes to dog grooming, tailoring, teeth whitening etc. At the end of the day, we want individuals to save at every possible opportunity in their life, not just the fun stuff! And that’s the message that we hope everyone will take away from these spots.