Let’s be honest, it’s rare (if ever) that advertising is celebrated for its achievements in technique. We’re here to say that that should definitively not be the case.

Sure, we are all familiar with advertising gimmicks, characters with little backstory that just sell a product, or the most basic forms of advertising which could probably sub out a thirty second spot for the words “BUY” written in bright, neon, flashing lights. But every once in a while, we come across a concept, a video, an experience that is truly emotional, impactful, and epic, that makes affects us more than a product placement.

But beyond that, the work that so many of our clients have been able to achieve, is that of carefully mastered, incredibly considered craft. Consider our latest work with LEGS Media, on the short film, Outlaws and (hint hint) an upcoming very exciting project. Both pieces of content driven by great creative, and tackled with the highest level of expertise in every stage. When you remove the competition in selling in a brief or the politics of agency between agency, and you bring it to the production and production services level, you get down to the craft of the project, which is what truly allows it to shine.

For whatever reason, commercials will probably never get their fair due in this respect. But we’ve worked firsthand with some incredible directors from all over the world, not to mention our homegrown talent in production, production design, assistant directors, cinematographers, and beyond. There is a reason why so many of our favorite feature film talent start out in advertising (even the likes of Ridley Scott, Spike Jonze, and more), and it’s because it requires you by necessity to hone in on your craft and be flexible with creativity, budget and more.

Every year, more and more festivals and award shows dedicate time to honoring craft in advertising production. The tides are turning. Sure, creative briefs will always lead the awards fodder, but we are excited that production is getting its fair shake.

That’s why for four years we’ve chosen to partner with Ciclope International Festival of Craft. Beyond actually liking the founders as people and fellow creatives, we agree with what they stand for, focusing on “the art of execution, rather than ideas… we truly believe a good execution is as important as the idea, and extremely determinant for the consumer’s experience.”

We couldn’t agree more. Watch this space for more information on next week’s Ciclope Festival.