DAT Studio has evolved from working on assets to building a highly diverse project portfolio that includes films, TV series and game trailers. Their experience with using virtual production in advertising was one of highlights at CGA Belgrade 2022. In this interview, we go further to discuss the latest projects, challenges in advertising and the studio’s creative direction.
What is the most recent project you’ve worked on?
Our transition to executing entire projects happened quite organically, given our affinities and the desire to advance the studio. We’re proud to be able to cover film, game trailers, and advertising, while still maintaining high-quality asset creation, just as we did at the start. Evolution never stops. Recently, we completed short film for G.R.R Martin, best known for the game of Thrones TV series, that should come out next year. Beside that , we have got the chance to work on some major campaigns for premium brands, such as Estee Lauder which was a fun step into the beauty industry. That opened the gates to the campaign we are working on at the moment for L’Oreal Maybelline. We would definitely like to point out the campaign for Vodafone Germany we worked on with our partners from Germany. We are also very proud that we are doing all the creative work for an upcoming TVC for a new app – everything from scratch- script, copy, design and animation. That for sure testifies about the long journey we had from being just an asset studio.
What upcoming projects are you excited about, and how have they opened DAT up to new creative challenges?
We are witnessing a major crisis in the creative industry. Some are feeling it less, some more, but almost everyone has been affected—it’s just a matter of who admits it publicly and who doesn’t. This brings us to the question of how to navigate the current situation. For now, our answer lies in seeking new contacts and fresh projects. Part of that step forward includes appearances at festivals and events. In March, we had a great opportunity to connect with the design community and participate in the OFFF Festival in Barcelona, and we’re currently planning trips to events in Switzerland and Saudi Arabia in October.
New advertising trends you’ve encountered in other markets, such as animations in real environments (fake CG) or 3D billboards. Do you think studios like yours can offer these types of projects to the local market? Is their accessibility a matter of creative decision, cost, or technical knowledge? How does DAT work with clients to deliver such solutions?
Trends come and go, and one that has been present for the past two years is the so-called Fake/Virtual OOH videos and 3D billboards. Both techniques can often be part of the same campaign. Interestingly, we’ve received inquiries for these from the Vietnamese market, not just from Western Europe. However, like many things in domestic advertising, we either lag behind or never fully reach certain innovations. Small market, small competition—maybe that’s why there’s no need for radical innovation in this field. On the other hand, creatively speaking, there is room for implementing these trends here. Some fake OOH campaigns do exist, but we believe the audience can be further engaged through 3D billboards. They don’t have to be large, expensive, dual-axis (corner) screens. Even with a regular, slightly better billboard, you can creatively solve the situation for a fake additional dimension. I’m sure the audience would react positively to such digital content here. From some of the more interesting projects, we worked on a 3D billboard displayed at Piccadilly Square in London, one of the busiest and most attractive locations. Recently, we also launched a fake OOH campaign for the Esports World Championship in Riyadh, which is being held this year. So, Serbian brands—call us.
DAT was part of the CGAccelerator program, which aimed to equip creative studios with business skills to improve their workflow and help them become more competitive in the European and global markets. What was the most useful thing you learned from that program, what have you implemented, and how has it affected your collaborations with clients and the projects you work on?
Jump Start Accelerator is truly an amazing thing! It was really hard for me to find something like business consulting for the creative industry, but this was exactly that. The things we implemented into our business include Terms & Conditions. We’ve protected ourselves from some unwanted scenarios and streamlined things that impact the studio’s finances. There’s still a lot left to implement, but what’s most important is that the idea is there—it’s growing and evolving, and that process never ends. One of the things I hope we will address in the near future is better positioning of DAT and clearer communication, as well as a stronger presence on social media. That way, everyone will be able to enjoy the novelties from our “tailoring shop.”