Mark Tutssel Deputy Chief Creative Officer Leo Burnett Worldwide giving an incredible speech
May 24|2005

Mark gave an insane talk on beyond live action. He made an incredibly simple but valid point. We should not look to live action as the 'standard' or the only solution when shooting our spots. 3D, 2D, claymation, stop motion, photographic animation, 3D over live action, are only some of the infinite ways we can use in our work.

As consumers become more and more demanding of the ads they watch (or skip) the value of entertainment must increase and we have to look to new styles and not just new ideas as the answer.

He took us through an incredible reel of work to prove his point and the point he did prove. It definitely felt very fresh and many of them felt less 'addy' because of borrowing from other visual styles. Most of the work he showed was also very famous and award winning like the Nike ads with the stick man and the Evian "we will rock you" animation.

A great brand who has applied this concept since it's inception is MTV. The little MTV clips always changed and proved that MTV never followed trends it made trends.

Point of advice to creatives. If you want to sell work in other visual styles, be ready to prove your point. Get lots of reference material and if you can, build a mini reel of award winning work done with other styles other than live action.