Myles Erick de Fonseca
Head of Storytelling
What do you do?
- Supervise the editing of our videos, from commercials and public service announcements to corporate videos and sizzle reels.
- Infuse our videos with energy and style.
- Act as a storyteller, taking a client’s idea and using my vision to transform it into a compelling video.
What do you think is the future of marketing?
Among the most interesting concepts facing advertising today deals with product placement. Normally with product placement, the advertiser pays the studio that makes a show to display their product prominently within a scene. The program airs, the viewer sees the product, the advertiser is happy. There are limitations to this approach, however. With streaming networks on the rise and traditional methods of advertising decreasing, other ways of marketing are coming to the forefront. The big question with platforms such as Netflix, Amazon Prime, and Disney+ is how to market to an audience that does not watch commercials.
Normally with product placement, the advertiser pays the studio that makes a show to display their product prominently within a scene. The program airs, the viewer sees the product, the advertiser is happy. There are limitations to this approach, however. What if the studio or advertiser no longer wishes to be associated with each other? What if the show goes into reruns and the studio didn’t negotiate enough in fees? What if a product is discontinued?
These and other problems would be solved by what is called “virtual product placement.” The idea is simple. Just place a three-dimensional replication of a product in a scene from any show you wish to advertise on. With camera tracking, it would blend seamlessly into the background and the viewer would never know the difference. There is potential for anachronism if say you put an iPhone into a shot of I Love Lucy so good judgment would be required.
Going forward studios could plan ahead for “virtual product placement” by shooting with green screen products such a can of soda. For a period of time, the can could be Coca-Cola. Once their contract expires Pepsi could swap their product in the shot if they so chose. There might come a day when the whole set could be swappable. Furniture from Ikea, Crate and Barrel, or Pottery Barn could decorate the next hit sitcom. For a given period of time of course.
What makes AKA special?
Our focus is on the client. We make sure our strategy meshes with theirs, we stay connected throughout the process, and our clients always have our complete attention, no matter the size of the project. Without them, there is no us.