|Artwork by Tarek Chemaly|
The problem? Digital brings much less money, does not offer the opportunity for kickbacks with production companies, goes against the logic of the large agencies as more nimble and agile ones are a better fit and - ooops - does not fit the calcified mentalities of dinosaurish ad people in Lebanon. As I said, they'd rather die than change models.
Sure I am a sucker for well-produced ads which cost an arm and a leg, but remember, most ads end up being seen on youtube! And today's phones have the capacities that old cinematographers only could dream of, without mentioning photoshop and all the programs which a single person can use to produce what before used to take a whole army to do (I go back to nimble agencies I spoke of).
It is in times of crisis like these that possible things can happen - new alternatives can be seen as viable. This is the jolt we all need in the industry in Lebanon right now - a new way to see things and implement them differently.
I truly believe we are now being handed the opportunity to focus on a new system, let us not waste it and hang on to the remnants of an old, archaic structure.