Steve Babcock

In this engaging discussion, Steve Babcock, Chief Creative Officer, delves into the evolving landscape of video advertising. He reveals that outdated creative approaches lead to forgettable ads, stressing the crucial role of strategy and pretesting. With viewers multitasking, emotional engagement has never been more vital. Babcock highlights how AI enhances creativity rather than replaces it, while innovative tools are spurring risk-taking in campaign development. The future of ‘shootless’ video production is also explored as a game-changer in the industry.