At the beginning of this year we set out with a new mission for HandCrank: take our vision for creative that really emphasizes our core strength of emotional storytelling to the max. We set off with a new website, and new reel, and a new internal company directive.
So what happened? Halfway through the year, not too much. Our work day to day is hard enough just getting enough work to stay in business. We created some very good work, and got very close a few times, but nothing that we were really excited to point to and say – that’s it – that’s what we’re reaching for.
So, we sat down and decided to take another serious stab at putting our money where our mouth is; really trying to rise above the noise and create projects that we’d be deeply proud of, and that would move the needle for our clients in ways they couldn’t imagine.
The first step we decided is that we needed a Creative Director to be in charge of making sure this directive was being attended to with the kind of care and feeding it needs. To create some parameters around this “creative goal” so that we have some chance of having success, and knowing what it looks like when we find it. Problem is, we really couldn’t afford one. So, I appointed myself interim Creative Director in the meantime. My job: push. Push our team to look deeply into what is working out there in the commercial film landscape. Study it, emulate it, surpass it.
Our first step towards this is our new weekly Friday creative meeting. This was Donaldson’s idea (we call him Mr. D.). A great creative himself (I should make it clear that EVERYONE at our company is very creative, even our bookkeeper – :), D wanted to be sure that we had a forum to talk about what’s out there, what we like, what we aspire to. Great idea. We’d tried it before and it sort of fizzled, but this time D was bringing falafels, so we had a chance.
So, as part of my role of Creative Director, I thought it would be cool to share notes with you on the meetings, on our journey, our successes, and our pitfalls. We’d really love to hear from you if you have things to contribute, so please, don’t be shy.
So, here we go. We’re looking to create honest emotions through film on behalf of our clients. To mix craftsmanship with copy, and a bit of our own hearts and souls along the way – to put a little skin in the game, if you will.
I look forward to sharing the journey with you.