65th Anniversary Edition

Reflections On Then, Now and Looking Ahead

Production & Agency Perspectives on how the industry has evolved and the challenges it faces

As SHOOT celebrates a milestone, its 65th year of publication, we decided to commemorate the occasion with a special series of articles in which leading production industry and ad agency executives reflect on the changes they’ve seen over the decades, as well as the essential dynamics that have endured. We are grateful for the thoughtful, inspired and inspiring responses from those we invited to participate as they went above and beyond by not only looking back but sharing their visions and aspirations for the future.  We are also thankful to the thousands of other executives and artisans who have graced the print and digital pages of SHOOT over the decades. We wish we had the time to have heard from many more longtime and newer readers of SHOOT but we have a great cross-section below and hope you enjoy reading what they have to say.

SHOOT in many respects parallels their feedback as over the decades we have chronicled the news, trends, themes and changes that have defined the industry, providing context for where we’ve been, where we are and where we’re headed--learning from the past to inform the present and future.

Our special 65th Anniversary series has consisted of a combination of individual articles and in-depth features. 

Editor Note: To read full content on SHOOTonline, please log in to your free account.  If not already registered, click here to register for free: shootonline.com/register-free/

Here’s a look at the individual articles:

Brendan Gaul, global chief entertainment officer, McCann 
Gaul reflects on winning the Grand Prix for Film at this year’s Cannes Lions for “The Final Copy of Ilon Specht,” directed by Ben Proudfoot. The documentary short underscores the substantive and entertaining work that brands can turn out--gaining recognition for Specht, a radical trailblazer who gave us the iconic L’Oreal slogan “Because I’m Worth It.” The documentary reveals the truth behind that line and the anger that prompted her to write the four-word feminist manifesto. [READ HERE]  

Bonnie Goldfarb, co-founder/EP, harvest films
Goldfarb looks back on launching harvest with director Baker Smith at a time when there were less than five production companies owned and operated by women. She is grateful to see how the industry has advanced since--and to the generation of talented women in production before her who paved the way for females in our business. In that same vein, among the changes Goldfarb loves in the industry over the years is that today women can be directors, DPs and whatever they want. [READ HERE] 

Jeffrey A. Greenbaum, managing partner, Frankfurt Kurnit Klein + Selz (FKKS) Greenbaum observes that the use of generative AI is raising fundamental--and, as yet, unresolved--legal issues. For example, is the content that is created by a generative AI tool producing material that is infringing third party rights? Is the content that is being created original and unique--or is some other production company that uses similar prompts going to end up producing content that looks just like yours? And what are we going to do about the fact that so many of the contracts that so many companies are using don’t take into account that generative AI content is different than other content and presents different challenges and risks?  [READ HERE]

Matt Miller, president and CEO, AICP
Miller notes that AICP has a history of supporting DEI and educational efforts. The organization is a long-time supporter of the Streetlights and the Made in New York PA training programs, as well as other initiatives which positively impact the advertising/filmmaking community. AICP’s efforts are grounded in the idea that real commitment to change is required and necessary to answer the calls of the industry for more inclusivity and evolution. The big-picture goal is to take action that will benefit the organization’s members and the industry at large.[READ HERE] 

Luke Ricci, president, RSA US
Ricci feels strongly that AI can empower creatives to have a bigger and more powerful brush with which to paint and that it will allow the individual to be involved with more of the workflows associated with content creation. Use cases are popping up by the minute, but the ultimate effects on our business have yet to fully manifest themselves. The most important thing to do right now is to embrace AI in a responsible and ethical manner and use it to our best advantage. It is imperative to find ways to use the technology without infringing upon the ownership rights of humans to preserve the value of creating IP. [READ HERE]

Dave Rolfe, global head of production, WPP/Hogarth
Rolfe stresses the importance of collaboration and collaborators. “I think you may only be as good as the company you keep,” he affirms. “That company can be a company, a like-minded community, a set of peers, a partner that maddens and pushes you daily or a portfolio of partners that you co-depend on. Times when I’ve felt less effective are the same times that my outward expression and engagement had ebbed. And btw, ‘the company you keep’ is not meant to be hierarchical. The act of partnership, collaboration and teamwork can outstrip what is singularly assumed to be creative precedence or standard. Breaking the rules (by countering the expected way to make creative) is always better with a team!” [READ HERE] 

Frank Scherma, president, RadicalMedia
Scherma harbors the hope that the vast seas of data which brands now capture will serve not to drown creativity but to elevate it--placing imagination and the humanizing factor of storytelling firmly at the forefront. After all, it is this human touch in creativity that truly resonates with consumers. [READ HERE]

We followed up with two features focusing on a cross-section of execs from various industry segments:

SHOOT’s 65th Anniversary Reflections: Then Now and Looking Ahead, Part 1. Insights shared by PRETTYBIRD CEO Kerstin Emhoff; Andrés Ordóñez, FCB’s global chief creative officer; Orlee Tatarka, head of production, Wieden+Kennedy, Portland; Matthew Wood, partner/editor at Whitehouse Post; and many others. [READ HERE] 

SHOOT’s 65th Anniversary Reflections: Then Now and Looking Ahead, Part 2. Insights shared by Joshua Blum, president/founder of Washington Square Films; Lisa Mehling, president of Chelsea; Danny Robinson, CEO of The Martin Agency; Sarah Roebuck, NY managing director/EP at Final Cut, Brian Yessian, partner/chief creative officer, Yessian Music, and many others.  [READ HERE] 

Meet The Executives in the 65^th Anniversary Reflections Features, Parts 1 & 2 Click on executive's headshot to view their responses to SHOOT's 65^th Anniversary Survey listed in alphabetical order.

LaRue Anderson Managing Partner, Founder Apache Digital	Joshua Blum President/Founder Washington Square Films	Jordan Brady Filmmaker/Founder True Gent
Dustin Callif President Tool	Keith Cartwright CCO Cartwright	Craig  Duncan President Cutters Studios
Kerstin Emhoff CEO Prettybird/Ventureland	Mo Fitzgibbon Founder/Producer/Director WalkerFitzgibbon TVFILM	Steve Giralt Founder/Director The Garage
Wendell Hanes CEO Volition Sound	Qadree Holmes Founder/Exec. Producer Quriosity	Brian Jones President Bang Music + Audio Post
Megan Kelly Founding Partner/EP Honor Society x MacGuffin	Ralph Laucella Founding Partner/EP O Positive	Phillip Loeb Partner/President Heard City
Michael Marinelli President Sonic Union, Inc.	Lisa Mehling President Chelsea	Becky Morrison Founder/CEO The Light
Kate Oppenheim Managing Partner m ss ng p eces	Andrés Ordóñez Global CCO FCB	Josh  Rabinowitz Music Consultant/Professor Brooklyn Music Experience
Danny Robinson CEO The Martin Agency	Sarah Roebuck NY Managing Director/EP Final Cut	Eric Rojas Founder & CCO Six + One
Bradley Ross Owner/Director/Editor Open Swim	Orlee Tatarka Head of Production Wieden+Kennedy Portland	Matthew Wood Partner/Editor Whitehouse Post
Brian Yessian Partner/CCO Yessian Music

Past Anniversary Issues and related-content
This isn’t our first rodeo when it comes to Anniversary Issues. Back when we were all and then primarily a print publication, we published special 40th and 50th Anniversary Issues, respectively. For those of you who were readers back then, or if you’d like to know more about what it was like back then, you may enjoy a fun look back at some of the content and advertising published in those special editions...

Click Here to see a feature series we published in the months leading up to our 50th Anniversary Issue which includes interviews with Lee Clow, Robert Greenberg, Bob Giraldi, Larry Bridges, Rich Silverstein, Stephen Dickstein, Phil Geier, Joe Pytka, Bryan Buckley, Joe Sedelmaier, Dan Wieden, Susan Credle, Noam Murro, Tony Granger, Kevin Roddy, Kristi VandenBosch, David Lubars, Jon Kamen, Stefan Sonnenfeld, Tom Kuntz and Lance Acord.

Click Here to see the SHOOT 50th Anniversary Issue published in Nov. 2010.

Click Here to see SHOOT House Ads leading up to our 40th Anniversary Issue published in Nov. 2000. A big hit at the time, they are still fun to look at. The Ads featured Cheryl Berman, Alex Bogusky, Texas East, Nitza From, Lyle Greenfield, Matt Miller, Tom Mooney, Barbara Mullins, David Perry, Joe Pytka, and Scott Ross. 

Click Here to see Industry Ads from the SHOOT 40th Anniversary Issue published in Nov. 2000. Unfortunately, we can't show you the great articles & features published in this issue as it was before we published digital/PDF issues but the Ads are a lot of fun.

SHOOT Advertising Opportunity with Sept-Nov “Retro Ad Rates”
Click Here for our special 65th Anniversary Retro Ad Rates for production & post companies & services. A great opportunity to advertise on the SHOOTonline website and The SHOOT>e.dition email newsletter! Thank you to all the companies who advertised on this 65th Anniversary Edition.  We're sorry that there was limited space or additional banners but check out the great offers for SHOOTonline and The SHOOT>e.dition--a once in 65 years opportunity!

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