The first adverts we created were for television and cinema audiences. We had ideas, scripts, tomes of market research and the best part of a minute to take viewers on a journey.
These days we still make advertising films, but increasingly we are doing so in the new digital forms. What we used to do in 30 seconds we can now do in a few seconds for YouTube, Facebook, Instagram and Vine. The rules change constantly, the research is often contradictory and the audience is savvy and fickle.
To some it sounds like a nightmare, but to us it is a challenge that we relish with each new project. Grab, give and go.