The world of tabletop isn’t just changing; it’s doing backflips and throwing curveballs at us faster than a caffeine-fueled octopus. Over the past few years, it has witnessed significant developments and made numerous adjustments, driven by rapidly advancing technology and influenced by global events like the pandemic and conflicts such as the war in Ukraine. From today’s point of view those times were only a prologue. As “certainty” seems to be an extinct species, it’s a wild, wild west out there, and we’re all trying to lasso the beast.
So am I, trying to capture this whirlwind of change below. I believe this list somehow reflects the collective experience, shared by directors no matter their origin, as it’s a sum of insights gathered during our first Director’s Roundtable and many, many individual conversations that happened in between .
Remember when directing was just about, well, directing?
Those days are gone. Today, it’s like being a research superhero. Clients and agencies hold directors to sky-high expectations. Budget cuts? Check. Skyrocketing client demands? Double check. Demanding fresh and unique ideas while simultaneously requiring references? Checked by so many of my interviewees.
To succeed and stay afloat, directors contend with mounting pressure. It’s not just cutting and squeezing things in-camera, but interfering with the initial idea so deeply, it can be challenging to find creative satisfaction. Yet, this new reality also fosters an unprecedented level of ingenuity. Directors are becoming more versatile and this era of directing is shaping a new breed of storytellers, ones who posess the art of crafting compelling stories even within tight constraints. This blending of experienced wisdom with new-age thinking is sparking a new wave of creativity.
Trust Issues
The erosion of trust in the industry isn’t just a perception; it’s a reality that’s impacting the heart of creative collaboration. It encompasses both the trust of agencies or clients in a director’s ability to create the best possible film within the given time and budget and the director’s trust in producers, whose desire for excessive control seem to be witnessed more and more often.
No solution was ever found by lamenting the loss, so it’s about getting back to the roots: building new bridges of communication and long-term relations. Directors are finding ways to establish trust by a more open approach and innovative communication tools.
AI: Friend or Foe?
AI’s impact on the creative industry is becoming increasingly expansive. Brands like Coca-Cola or Nestle are already leveraging AI algorithms to analyze creative ideas and consumer reactions on social media, adapting their content to meet the needs and expand their reach.
In terms of creativity it’s still on humans. As the AI tools become more and more familiar, more and more directors perceive them as a tool to complement their creativity and efficiency. Having such a sparring partner helps to get over creative blocks, conceptualize ideas, get out of the vicious circle of same old inspiration and finally – visualize what has not been done yet. Recognizing that versatility and willingness to embrace new trends are key to thriving in these evolving times.
On the other hand – it’s worth saying out loud that over-reliance on AI can lead to dull and disconnected advertising, as well as misleading effects for the client and agencies, taking for granted that all what they see in treatments is doable in terms of budget and physics.
Work-Life Balance
The conversation around work-life balance is gaining momentum. Directors are recognizing the importance of maintaining a healthy balance, not just for personal well-being but as a key to sustained creativity. Initiatives and discussions within the industry are encouraging a more holistic approach to work, where mental health and personal time are given as much priority as deadlines and budgets. This shift is crucial in an industry known for its high-pressure environment.
The German Pitch Reform stands as a beacon of positive change. DRCT (Directors Association for Commercials and Branded Content in Germany) along with German production companies, in a pioneering move, have set out to modernize the pitch process, advocating for compensation for pitch costs. This groundbreaking initiative, which is already influencing other markets, is a step towards fairer and more transparent practices. It’s not just a change in procedure; it’s a cultural shift towards recognizing and valuing the creative effort at every stage.
As we turn the page to 2024, the directing community, with its newfound resilience and adaptability, stands at the threshold of a new era. An era where challenges transform into opportunities, where creativity thrives amidst constraints, and where the collective voice shapes the future of industry standards. In embracing these changes, we’re not just navigating the present; we’re charting a course for a dynamic and exciting future in filmmaking. Here’s to a 2024 filled with innovation, collaboration, and groundbreaking storytelling that continues to push the boundaries of our imagination.
