Nathy Aviram Shares Production Expertise at SHOOT Forum
Our Chief Production Officer Nathy Aviram participated this week on the "Directors & Producers Perspectives: Ever-evolving Industry" panel at SHOOT’S DIRECTORS/PRODUCERS FORUM & 15th Annual New Directors Showcase. Nathy was joined onstage by Peter Lang, owner/director, PICROW; Wendy Lambert, President/Creative Director/Director at MediaVision; Tim Perell, President of Process; and Ryan Hunter Phillips, Creative Director at Madison + Vine. The panelists discussed their roles spanning diverse content forms, business models, talent development and the evolution of the role of production within advertising and entertainment.
Bob Goldrich, Editor of SHOOT, kicked off the panel by introducing Nathy and showing two of our case studies as examples of innovation in production within advertising: Field Trip to Mars for Lockheed Martin and Fearless Girl for State Street Global Advisors. Nathy discussed how the production department at McCann has grown and evolved over the last two years, giving a shout out to Christine Lane, our Executive Integrated Producer, Innovation, for her integral role in some of our most innovative/experiential campaigns including Fearless Girl, the USPS Most Wonderful Ornament and the Lysol “Protect Like a Mother” exhibition featuring large-scale installations in Brooklyn Bridge Park. Christine’s support staff now includes hardware experts, software experts, experiential experts and more. Nathy was quick to caveat the word “experts,” as he noted that they have to learn brand new ways of working on every new job thrown at them.
Nathy also discussed McCann’s production arm, Craft, and its genesis. We are very protective of our relationships with EPs and production houses, who we work with regularly, but the demands from the marketplace years ago necessitated building in-house production expertise.
The audience had a lot of questions -- from how to get started in the production business to logistics around launching a technologically complex campaign like the Field Trip to Mars. Nathy shared his thoughts on the future of VR, budgeting and the intersection of production and creative.