2023 - A Post Production Post Mortem
2023 - A Year of Extremes in the Creative Industry
The past year, 2023, was a rollercoaster for the creative industry. It was a time marked by thrilling advancements and concerning challenges, a period where the industry straddled the line between traditional methods and futuristic innovations.
The Persistent Demand for Artisanal Retouching
While traditional retouching work remains in high demand, we cannot ignore the strides being made in AI-generated content tools. As of now, these tools may lack the precision and customization that brands and agencies require. However, the trajectory is clear: AI is evolving rapidly, and the precision that is currently lacking is expected to be achieved sooner rather than later. For professionals in the retouching space, staying abreast of technological advancements is not just beneficial – it's essential. Adapting to these changes will be crucial in maintaining relevance in an industry that is constantly evolving.
AI's Limitations and the Avant-Garde
One of the most intriguing aspects of AI in the creative realm is its reliance on human-created content. AI tools feed on existing content to generate new material. This dependency implies that AI, in its current state, cannot lead the avant-garde of creativity. It's the thoughtful, human artists who are at the forefront, shaping the direction and future of our creative world. I think this is important to keep in mind as we position ourselves to work in this changing environment.
2024: A Year for Intentional Creativity
As we step into 2024, it's time for introspection and a shift in our approach to content creation. The efficiency brought on by technological advancements is impressive, but it begs the question – should efficiency drive us to create more, or should we focus on creating better?
This year, let's aim to produce content that's not just about quantity but is driven by thoughtfulness and intention. It's not about how much we can create; it's about the value and impact of what we create.
Redefining Communication in the Creative Industry
In 2024, one of our primary focuses should be on tackling the fragmented communication atmosphere that plagues the creative industry. The proliferation of communication tools and platforms, while beneficial in some aspects, often leads to confusion and inefficiency, especially in large projects. The key lies in establishing clear communication channels at the outset of a project. By agreeing on specific mediums and methods of communication before a project begins, we can streamline the process, enhance collaboration, and ensure that everyone involved is on the same page. This approach will not only improve the efficiency of our projects but also the quality of the outcomes.
As we reflect on 2023 and look forward to 2024, the message is clear: let's embrace innovation but not lose sight of the essence of creativity – the human touch, thoughtfulness, and intentional artistry that drive the soul of the creative industry. We remain committed to supporting the ingenious work of brands and agencies, whether through traditional techniques or cutting-edge AI tools, ensuring that their vision is realized with the utmost fidelity and impact.
(written by chatGPT4 under the supervision of Kyle Pero)
