Resonate

Resonate OG Arthur Machado recently participated in a panel discussion about AI in advertising hosted by Advertising Producers Association (APA) at Colenso BBDO. Arthur dropped a few controversial takes and opened a few eyes to how AI is shaping our industry.

Great news on the festival front!

We’re thrilled to have partnered with our friends at CerebralFix Limited to create a film for their groundbreaking Skyline Racing simulator. Set against the stunning backdrop of Queenstown, New Zealand, this simulator uses a custom motion platform and Unreal Engine’s photorealistic 3D environments to recreate the thrill of the Luge in a competitive multiplayer racing game. We were asked to capture that intensity and excitement and bring in a film that showcases the innovation behind the simulator and also gives viewers a taste of the real adventure that awaits them. If you’re near the Skyline Luge pavilion, be sure to check it out. We definitely needed a few extra rides to get the best takes ;) Thank you Chelsea Rapp, CerebralFix Limited and Skyline Queenstown for such fun shoot days! Director/DP: Simon Waterhouse Executive Producer: Arthur Machado 1st AC: Timothy Shoultz Post-Production: Justin Rypma #FilmProduction #SkylineRacing #CerebralFix #Queenstown #UnrealEngine #gaming

Just a dude playing with his remote control toy... … but this isn’t your typical toy drone. It’s a DIY chunk of carbon fibre and angry energy, requiring full manual control with top speeds circa 130km/hr. FPV = First Person View, where the pilot wears goggles, flying from the perspective of the drone. It’s a cerebral mix of electronic geekiness, hand/eye coordination and adrenalised creative flow. In the FPV-world, they say if you’re not crashing, you’re not flying. It’s a fine line between creating epic shots and hitting something. These consequences are not to be taken lightly when you’re chasing Richard Moore in a $250,000 Audi New Zealand RS6. After four years of flying FPV this might be my finest moment! I got my first drone about 10 years ago, a DJI Phantom 2 I crashed into a flagpole in this very same place. I couldn’t have imagined getting shots like this 10 years ago. What’s another 10 years going to look like? Thanks for trusting me to fly my toys at Ice Experience this year Shannon Pentecost, Nataliya E., Sarah Hewitt-Smith, Andrew Stephenson.

Another year of Audi New Zealand Ice Experience done and dusted. More to share from this iconic event in the coming weeks...

Our thumbs scroll the equivalent distance of 10-15 km a year. That’s a lot of content. Would you remember your own brand’s message if you scrolled by? The truth is, most content is either 💩or boring (or both), and most likely ignored; LinkedIn's average business post engagement is under 4%! Since 2013 we’ve been crafting a recipe for impactful storytelling, and we love sharing it with our clients. Don’t let your brand’s content fall into the pile of other unmemorable, ignorable content. Let's have a chat.

The Resonate website's had an update - new work and new words. Click it - you know you want to...

There’s something to be said about long term strategies (and relationships) in Advertising. Seen any of those ads on TV recently? We’ve been producing for Barenbrug New Zealand and Harvey Cameron for 5+ years, and I have to take my hat off to such a well executed long haul strategy, producing a consistent suite of TVCs that can now take turns on TV prime time. Advertising film production is such an intense, but ephemeral process. TVCs are out of air and replaced by something new as quickly as they were produced (and if you work in production, you know the level of “quick” I’m talking about). Seeing this suite of ads on TV speaks highly to their relationship, long-term strategy and efficient use of budget, building a collection of assets that complement each other, adding new films annually rather than replacing. As someone wise once said (Bill Gates if I'm not wrong), and I use here to wisely decorate my post: “We overestimate what we can achieve in 1 year, and we underestimate what we can achieve in 10 years” Kudos to the Harvey Cameron team Alan Kang, Neil Cameron, Lori Kingan, Barenbrug NZ Jo Brady, Graham Kerr, and more recently the Barenbrug Australia team Daniela Olivetti, Jarryd Bravo (Yes, also starting to air in Australia :) #filmproduction #advertisingstrategy