Overview

From the heyday of TV advertising, to the dawn of the Internet, to the rise of the digital experience, makeshift explores the art and science behind the advertising industry’s 20+ year evolution.

See how creative technologies drove a shift from pushing messages through TV, radio, print and outdoor ads to delivering increasingly engaging, immersive and valuable digital experiences to consumers. While some advertisers struggled to evolve, a brave new generation grasped the possibilities—both creative and strategic—and harnessed these fast-changing technologies to enhance their creativity, test new business models and press ahead.

Behind the film

makeshift is a story about the agencies and makers behind the brands. Our team interviewed a range of leaders from developers to designers to creative directors to founders at some of the most innovative agencies in the world, both small and large, digital and traditional.

The film takes an inside look at how these makers and agencies have shifted and re-shifted their skillsets, creativity and businesses, as new creative technologies emerged, declined, and were replaced by the next technology in an endless cycle of change. makeshift shines light on this beautifully frustrating pattern, and celebrates the makers that have embraced the shift and thrived.