Dear Art Producer - Cleo Montagnana
With each episode, Dear Art Producer aims to bridge the gap between the photography and advertising communities, offering invaluable insights and fostering a sense of camaraderie among industry professionals. This week I sat down with Cleo Montagnana, Associate Art Producer at BBDO New York. Cleo is originally from France but moved to New York 10 years ago and got her degree in Film Production in 2021. After working at dvDepot, a production and rental company, she was presented with the opportunity to join BBDO in her current role. Since joining, she has produced photoshoots for clients like AT&T, JP Getty Foundation, FedEx and Pedigree.
Adapting to Structural Changes
The guest shared insights about how their agency, BBDO, has undergone significant changes, including the integration into Omnicom’s larger production network. While this merger has brought collaboration opportunities with other agencies, it has also introduced challenges in navigating different processes and working styles. Adjusting to new systems and building relationships across agencies has required patience and adaptability.
AI's Growing Influence
Artificial Intelligence (AI) has undeniably made its way into the creative landscape. While the guest hasn’t seen AI significantly impact consumer-facing work at their agency just yet, its presence is rapidly expanding, especially in stock imagery and internal processes. AI's potential to streamline administrative tasks and speed up production is evident. However, skepticism remains about AI's creative autonomy, with concerns over the loss of human connection and authenticity.
Notably, this year’s Super Bowl commercials showcased AI’s growing influence. While AI played a significant role, it was clear that human creativity remained at the core of the projects. This balance of human input and technological assistance is shaping the future of advertising.
Embracing Curiosity in the Age of AI
A central theme of the conversation was the importance of curiosity. Rather than fearing AI, the guest encouraged creatives to approach it as a power tool. Understanding its capabilities and limitations can help creatives stay competitive and relevant in a rapidly evolving market. The goal isn’t to replace human creativity, but to enhance it. As deadlines tighten and expectations grow, AI can serve as a valuable resource to work smarter, not harder.
Shifting Client and Creative Priorities
The guest noted a renewed sense of optimism from clients, with more budget flexibility and a focus on brand building. Interestingly, humor has made a notable comeback in advertising. After years of heavier, more serious messaging, brands are once again embracing light-hearted and humorous campaigns. This trend reflects a collective desire for joy and levity in uncertain times.
Additionally, creatives are showing a preference for boutique, vintage aesthetics and visually compelling narratives. This resurgence of nostalgic visuals, paired with clever humor, is resonating with audiences seeking comfort and relatability.
Connecting with Creatives and Artists
When it comes to discovering talent, the guest relies heavily on internet browsing and bookmarking artists that stand out. Recommendations from creatives also play a significant role in finding the right fit for projects. Personalized outreach remains key—messages that emphasize diverse perspectives, sustainability, and unique artistic approaches are particularly impactful.
For artists and reps looking to connect, it’s crucial to craft thoughtful and tailored introductions. Highlighting what makes your work distinct and relevant to current industry trends can make all the difference.
Looking Ahead
As the conversation concluded, the guest acknowledged the unpredictable nature of the industry but remained hopeful. With curiosity as a guiding principle and AI serving as a support tool, creatives can navigate the evolving landscape with confidence. And as humor returns to the forefront of advertising, there’s a sense of excitement for the innovative campaigns yet to come.
Link Here for Episode 112 – Cleo Montagnana on iTunes, Stitcher, or Spotify.
This weekly series shares conversations with Art Producers in Advertising, where together we can envision the future for this industry and take steps forward as a community. If you are interested in being on the podcast, please email me at Heather@Heatherelder.com – we are still recording episodes. And if you like the podcast, please consider sharing it on social media and leaving an iTunes review. We would love help spreading the word.