We're a decade into the mobile-first era, but most branded content still follows broadcast rules. Thirty-second spots repurposed for six-second pre-rolls. Hero imagery designed for billboards squeezed into Stories. Scripts written for passive viewers, not people scrolling with their thumbs.
The platforms evolved. The creative approach didn't.
I see it in briefs and planning all the time. Clients want "something for social," but the reference deck is Super Bowl spots or “Do the Dew” phrasing. Experts talk about engagement, then deliver static beauty shots. Production timelines are still built around single-day shoots for one hero asset, when the algorithm rewards volume and variation.
This isn't about lower budgets or faster turnarounds. It's about rethinking what the work actually is. A TikTok or Instagram Reel isn't a TV spot. A Story isn't an OOH board.
Attention isn't guaranteed anymore. It's earned in the first half-second.
The gap between where the audience lives and where the work is conceived keeps widening. Until we close it, we're just making expensive content no one finishes watching.
What's one creative habit from traditional advertising you think we need to let go of?
#Advertising #CommercialProduction #CreativeStrategy #Filmmaking #BrandedContent
