The #Adsolation Creators Megan Jackson & Conar Fair from One Peak Creative
One Peak is a full service production agency based out of Kelowna BC. Primarily working on commercial projects, they work with clients such as Expedia and Fairmont Hotel to bring their stories and brands to life. Then COVID-19 hit and the social landscape changed, they realized they had a lot of time on their hands.
In order to move forward and stay creative, One Peak Creative came up with #Adsolation. Rather than working on posting old projects and trying to build a bigger following by showcasing themselves in the middle of a pandemic, they decided to work on their own skills. They have been choosing a company and planning, shooting and editing an ad for them in a single day. They start the week by roughly planning who they would like to cover, but the goal has been to create each ad in 24 hours, for a whole month. A daunting task at first, they weren't sure they would be able to pull it off. Putting aside their fears, they have succeeded beyond their hopes and their ads have garnered a lot of attention, including the one and only Ryan Reynolds for Aviation Gin! When they set out to do this project, Megan and Conar didn't think they'd receive the attention that they have, it's just been a bonus. “It's been really positive, it's been really cool to see from the beginning how we’ve been able to grow a whole community around this,” Megan shares, sparking interest from regular social media shares, others in the industry fascinated by their 24 hour work process and from brand recognition.
They think they are showing others in the creative field how we can all be more flexible in this time and break the boundaries. Although it is a large task to complete an entire ad in one day, it can be done, and it can be done well. “I don't necessarily think it (ad creative) needs to be done in a day, but I think it shows that things can be done a little bit quicker and less traditionally,” Conar explains. The thing that makes this fast turnaround work so well is the fact that they are a small team, and they have complete creative freedom. This takes away so much of the pre-production time and they are able to focus on just the things that matter. In order for this model to work in the industry, brands would have to offer full creative freedom and trust, and also have an idea of what they'd like to message and feel of the ad to be. The risk could be worth the reward.
After this, One Peak Creative is hoping to create the same idea of one ad in a day but only once a week with a brand that they have booked in advance. “I think it will be a really interesting way to see if this is something that brands could actually use moving forward,” Megan mentions, being a completely new model this has already created interest from brands. They feel like they have grown immensely through this experience, and are excited to see how thier own work will evolve further moving forward.
You can find all of their videos on Instagram at @OnePeakCreative, they have been posting every night at 8PM PST. Later on, it will be every Wednesday.
Written by Juliana Bermudez