Commentary

Cultivating the Inner Child: Video Aims to Spark Agency Creatives

Most agency-produced digital video projects are designed to serve clients. But the new Be Infectious three-minute spot from Integer Group was made to recruit people to the agency and inspire the company's own people. Created for Integer by Rascals & Rogues, the video is a celebration of childlike creative energy and enthusiasm backed by a borderline cheesy narrative celebrating your, our (maybe not their) madcap inner genius and drive to create. "The truth is," the makers argue at the YouTube page. "Creative people are different. And most of us have known it all our lives. It hasn't always made us popular, but it has made us very powerful." Feeling special?  

According to the creators the spot took four months to produce, involved fourteen days of shooting across four states. Dozens of creative children were depicted from doodlers to a piano prodigy. It is shot and edited impeccably, with the piano piece working as a unifying thread in background and a montage expressing the act of creation and play flash-edited to seem one and the same.

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The video aims to recruit, to brand the company, to encourage mentoring and to reignite for the agency itself the inner child - "to get back in touch with the infectious energy they had when they were young, to reignite the creative spark, and to remind them of the power they have to influence others."

And make a lot of new ads.

And speaking of prodigies, apparently Justin Bieber's manager Scooter Braun tweeted about the video in late March and helped give it a small viral push.
2 comments about "Cultivating the Inner Child: Video Aims to Spark Agency Creatives".
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  1. Mark Burrell from Tongal, April 21, 2011 at 12:58 p.m.

    this is amazing. Not sure it's a motivator for agencies though? I think it's a motivator for anyone/everyone

  2. Doug Garnett from Protonik, LLC, April 21, 2011 at 1 p.m.

    Ya know, as a director friend of mine observed, where most agencies need encouragement is cultivating their inner businessman/woman... :-)

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