Events are back. Fast & Furious is a summer blockbuster again. The world is traveling. And consumer demand is on fire. Welcome to the post-p
JUNE UPDATE
Summer is Here
Events are back. Fast & Furious is a summer blockbuster again. The world is traveling. And consumer demand is on fire. Welcome to the post-pandemic boom.
AGENCY NEWS
MEDIAPOST: AGENCY-PRODUCED FILM ABOUT SURFING DOCUMENTARIAN BRUCE BROWN HITS THEATERS
Dana Brown's film about his father, Bruce Brown, the man who made the classic surfing documentary “The Endless Summer” back in 1966, has hit theaters nationwide. SCS produced “A Life Of Endless Summers: The Bruce Brown Story” in association with Dana Brown Films. The film was initially earmarked to see a theater tour in 2020 which had to be put on hold due to the pandemic, but with the help of distributor Adventure Entertainment, the movie is seeing a limited summer theater tour this June-July in select markets including L.A., Long Beach, Pasadena, San Francisco, Fairfield, Cleveland, Bellingham, and Portland. "Bruce Brown is the grandfather of action sports, who ultimately taught us about community, family and a life well lived.”
ADWEEK: INDEPENDENT AGENCIES SAY THEY'RE FLOODED WITH HOLDING COMPANY APPLICANTS
The economy and post-pandemic boom is creating a frenzy to hire talent as shops restructure their rosters to adapt. Adweek reported on how independent agencies are experiencing a rush of interest from the network agency talent who are tired of having their hands tied by outdated systems and are more interested in independent agencies. Adweek spoke to SCS to find out what's attracting talent to independent shop like SCS. From SCS Founder & CEO James Schiefer, cited in the article: “They are sick of the bureaucracy where they can’t be agile enough for the solutions that are right in front of clients. They want to be able to think holistically [and] to be able to pull off ideas across disciplines. They also want to make a mark in this world. They want to make a difference, and they want to have fun.”
LBB ONLINE: SCS HELPS KWIKSET BRING THE NEW HALO TOUCH FINGERPRINT DOOR LOCK TO MARKET
To announce the new Halo Touch fingerprint door lock from Kwikset, SCS produced a new spot for the brand that focuses on showing consumers how easy it can be to control access to your home with the Kwikset App. The 'Smart Locks with a Simple Touch' creative works to break down the Halo Touch features into key stories with real world applications. SCS Chief Creative Officer John Zegowitz notes: “There’s a ton of great technology built into the full line of Halo smart locks. Our job was to show how easily all that technology can make everyday life a little easier.” The feature storytelling resulted in a series of 15-second spots designed specifically for social media with simple messaging that easily carries into digital display and retargeting ads. The spots are being broadcast via Simpli.fi’s connected TV, with supporting extensions in YouTube, Facebook, Instagram, and Paid Search.
DIGIDAY: SYNTHETIC EXPERIENCES OUTGROW THEIR NOVELTY STATUS AS THEY ATTRACT MORE BRANDS
Prompted by a previous interview with Digiday, SCS President & Chief Strategy Officer Jeff Roach pointed out a key trend that Sr Digital Strategist Sean MacPhedran first discovered and named, Synthetic Experiences. “Innovative brands are increasingly turning to digital platforms to create new experiences to replace those in real life,” says Jeff Roach, President & Chief Strategy Officer at SCS, a Los Angeles-based hybrid media and creative agency. Jeff believes that video games have actually become the primary expression of teenage cultural identity — taking over music — which has been the primary youth culture touchstone since the 1950s. That sea change has ushered in an era of “synthetic experiences” that’s attracting young, hard-to-reach consumers who are spending more and more time in online or virtual environments, courtesy of video game platforms such as Roblox, Fortnite, Minecraft, Animal Crossing, Pokémon Go and others.
SCS HELPS JOHN DEERE BRINGS THE FARM HOME WITH NEW MINECRAFT WORLD
John Deere is bringing the farm to young game enthusiasts with the latest version of FarmCraft, a Minecraft experience. SCS worked with Blockworks to create a Minecraft experience that gives players an introduction to modern agriculture through the virtual use of machines, processes and decisions that go into farming today. The FarmCraft experience is intended to educate young people on the importance of agriculture using a familiar, interactive platform. "John Deere places a significant focus on youth education as a means to increase the number of students interested in pursuing college degrees and careers in agriculture," said Lauren Willis, Global Manager Brand Licensing. "Our team sees FarmCraft as a fun and unique way to introduce the industry to a whole new generation of young people." Learn more about FarmCraft here.
WHEN LIVE WAS NOT AN OPTION – HOW SCS LEVERAGED CGI TO MAKE PANDEMIC PRODUCTION WORK FOR MOTHERS POLISH
In a challenging production environment during a global pandemic, SCS turned to CGI production house Monkeyhead to help bring Mothers new CMX commercial to life through CGI. The concept was to create a water-focused car commercial tied music to help sell the hydrophobic technology of Mother's newest CMX product. SCS partnered with composer David Helpling due to his experience with ambient and powerful tracks to create a music track designed to highlight the products impact. SCS and Monkeyhead identified GM’s new 2021 Corvette and set out to create a 3D model of the car with approval from GM. The end result: a photo-realistic car commercial that enhances the shine and water repelling qualities of this incredible new car care product.
THE TRADEDESK THE CURRENT: GOOGLE CHROME PUSHES BACK PLANS TO PHASE OUT THIRD-PARTY COOKIES. HERE’S WHAT IT MEANS FOR ADVERTISERS.
The TradeDesk asked SCS's President & Chief Strategy Officer Jeff Roach for a reaction on Google's news to delay plans to remove cookies from Chrome browsers. Google announced last Thursday that it would change plans to scrap third-party cookies from its Chrome browser until late 2023, two years later than previously anticipated. "For agencies, Google’s decision provides time. Google is giving agencies some relief in current planning for clients in 2021. These changes are driving incredible innovation across ad tech while also providing new thinking for agencies around placement and performance." The impact of privacy changes on digital performance media is far from over, and SCS is staying ahead of the technology changes in market and bringing forward new ways to attribute brand performance to digital media campaigns, stay tuned as we navigate this important consumer privacy transition.
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