A documentary film by WP Engine.
How Creative Technology transformed a trillion dollar industry.
Platinum Winner Hermes Creative Awards
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.
Creative Director, Hello Monday
Senior Motion Designer, Hello Monday
Front-end Developer, Hello Monday
CEO, The Webby Awards
Founder & Chairman, Unit9
VP, Marcom Integration, Apple
Group Creative Director, Havas
Executive Creative Director, Havas
1 of 3
The Internet was based on the principle of making information flow more easily and broadly. In our user-focused economy, open source is essential to build and improve the complex experiences that consumers now demand.
2 of 3
When a new social network comes alive, or a new technology is introduced, the challenge is clear: Be the first to use that technology intrinsically to get to a core audience.
3 of 3
Gone are the days when advertising existed only to entertain or educate consumers about new products. Brands have been forced to evolve to not just explain what they do, but provide greater value through their utility to consumers.