The ups and downs of a hybrid artistic
In today's complex media landscape, creatives are often expected to work across multiple media. CR speaks to those who have expanded their practice to understand the benefits and challenges of multidisciplinary living
In Wayne Deakins current piece for CRHe spoke about the need for agencies to take a hybrid approach in order to expand the skills of their creatives and solve problems more effectively. "We need to end the longstanding practice of recruiting disciplinary professionals for isolated roles. And we need to start recruiting those with a broader education, ”he wrote. “Once in place, help them develop a variety of skills. Now is the time for agency creatives to be more like free range chickens than battery chickens. "
While this can be a problem with advertising agencies and networks, there are a multitude of independent creatives who have already adopted this approach and are regularly hired across different roles or on projects where they use multiple skills. What are the advantages of it? More work? More freedom? And what about the pitfalls? Can you spread out too thinly and customers simply expect more for the same budget?
To find out what it means to be multidisciplinary, CR speaks to Dan Woodger, Mahaneela, and Erik Carter to understand what will help expand your practice, the benefits of being a jack of all trades, and the challenges it does not pose Specialist to be creative.
Above and above: Superbowl Weekend for the Apple App Store by Dan Woodger