2023 in Review
2023 has been another year of massive highs and lows in the world.
With the end fast-approaching, we wanted to reflect on the things that have got us thinking, feeling and talking in the world of tech, brand, advertising, fashion, sustainability and film.
Some have surprised us, some have shook things up, some have made us want to hit pause and some have left us wanting more.
Once you’ve had a read, we’d love to hear your thoughts and your own 2023 in Review.
Tech
AI everywhere
This year saw the introduction of AI into the mainstream, and boy did it make its mark! It has revolutionised the way we work; the way we write, create and collaborate.
We’ve heard AI fill in the words of late musicians for new releases from world-renowned bands (The Beatles’ Now and Then). We’ve seen AI generate new visuals continuously in meditative ever-changing forms as a new type of art (Revoke Anadol’s Unsupervised). We’ve read about AI helping to mitigate climate change by closing our knowledge gaps through difficult to access data (for issues like permafrost, food supply and ocean preservation).
When AI is used as a tool that's guided by us, it’s truly incredible what it can do!
Brand
X (formerly Twitter)
When Elon Musk took over Twitter there was a mixture of confusion, apprehension and excitement. Having launched Tesla, one of the most progressive companies of our time, and spawned 11 children, everyone was intrigued to see what he’d do.
Now, with a rebrand to X that no one uses due to Twitter being so synonymous with the platform, and advertisers running away due to issues with unfiltered controversial comments, you have to ask what was the point. Twitter will forever be a part of pop culture - the blue bird, character limit, tweets, instant news, peoples thoughts and feelings to political situations and mainstream culture.
We’re not so sure about X. RIP.
Advertising
3D Animated Billboards
The advertising game has been elevated, expanded and reshaped, quite literally with 3D billboards becoming more of the norm in international cities. Blurring the lines between technology and reality, these interactive campaigns stop commuters in their tracks as they’re immersed in a new world of creative animation.
On our wish list for 2024 is creating one of these campaigns, pushing us to captivate our audiences and finding ways to integrate interactive elements that engage them even further. We may also add a trip to Tokyo to see one IRL before we get started!
Fashion
Louis Vuitton + Pharrell
After the sad passing of Virgil Abloh, the surprise news came that Pharrell Williams would be stepping into his shoes as the Men’s Creative Director at Louis Vuitton. Through Pharrell the merging of the fashion and pop culture worlds has resulted in a bold opening show, A-list celebrity endorsed campaigns, and a million dollar Speedy.
It’s also ignited the conversation around the power of celebrity - how roles that used to go to designers and models are now going to celebs, helping to build fashion labels not just customers, but their own fan bases on social media and beyond.
Sustainability
Conscious consumers & cost of living
This year saw consumers become more environmentally conscious than ever before. Consumers are choosing goods that are more durable and that can be reused or repaired easily. However, due to inflation and the cost of living rising in most countries, is this behavioural change an economic decision or an environmental one?
For it to be a permanent change, it needs to be led by businesses accelerating the transition of their sustainable practices. Businesses need to ensure their messaging is transparent, their products are accessible and they’re doing the work to close the gap - making it easier for consumers to be part of the change with every purchase.
Film & TV
Great content and SVOD strategies
With SVOD platforms firmly entrenched in our culture and downtime, we’re getting access to more content than ever before. But are they promoting great creative and unique stories? Or are we seeing the impact of cheap productions with fast turnaround times resulting in low quality content?
We still look to well-established networks like HBO with their groundbreaking series Succession, The Last of Us and White Lotus, and independent studios like A24 with their intimate films Past Lives and After Sun for truly entertaining and thought-provoking content. We want to see networks and studios taking risks based on the power of storytelling, and not rely on SVODs narrow minded “no. of views” strategy, to select the next series and film to get behind.
Studio Air
Wrapped 2023
Here is our Studio Air 2023 mixtape of all our projects this year, as well as our own brand and all the fun we've had as a team.
Thanks to our clients and collaborators like Australian Geographic, Unboxed Pride, Viewpoint with Dennis Quaid, LAVO and Yingli Solar.
We wish you a happy holidays and look forward to an even more epic 2024!
