Panel featured the participation of Noam Murro and Chaka Sobhani (DDB Worldwide) on the last day of D&AD 2024
In addition to the discussion about the impacts of artificial intelligence on the market, D&AD 2024, which is being held in London, also brought reflections on the creation of advertising films. In the panel ‘Film with feel in conversation with Noam Murro’, Chaka Sobhani (president and chief creative officer of DDB Worldwide) led a relaxed conversation with the award-winning Israeli film director.
Without mincing words, Murro said that he doesn’t want to know about technology but rather about the content of a film. He highlighted that today what creatives are missing is that feeling of seeing something outstanding and saying: “why didn’t I have that idea?” or “I wish I had done that.”
“At the end of the day, what matters is the story, whether I cry, get emotional or laugh. It has nothing to do with technology, the film has to be simple and have a good idea”, summarized Murro.
President of the Film jury at the festival, Chaka discussed with the director the relevance that technology brought to the market in terms of democratizing creativity. Although he recognizes that the technology available is “unbelievable” and is there to be used, Murro reinforced the importance of telling a good story.
“You don’t have a good result if the idea isn’t good, if the text isn’t great. In fact, we need to discuss what we have to do to protect the good text. And it is necessary to be clear and intense. It’s not that I’m romantic, but at the end of the day it’s all about a good story.”
Turning AI into an opportunity
Global CCO of Media.Monks, Jouke Vuurmans brought an interesting perspective on the era of artificial intelligence for the industry in the panel ‘Transforming concern into excitement with AI’, counterpointing the scenario proposed by him as White Canvas X Black Mirror (the which brings progress vs. which delays the process). In his view, AI brings progress to creativity and “the market still does not take advantage of all the possibilities, which are infinite”.
For him, it is necessary to move forward into the unknown. “Machines will make the experience better and more human if used in the right way.” He highlighted that it is obviously necessary to remain relevant, after all, “AI will not bring ready-made ideas”.
According to Vuurmans, instead of feeling anxious and afraid of losing their jobs, people should become more informed about technology.
“That’s what we do at the agency, weekly, every Wednesday, we take 15 minutes to talk about AI. We encourage our creatives to embrace technology and learn more about it. And that’s not difficult, after all everyone is talking about AI”, emphasized the creative.
D&AD ends this Wednesday (23), with the revelation of the Pencil winners during the awards ceremony, which will be held at the Southback Centre, in London.
