Scott Felsenfeld is a Detroit-based video editor at Hogarth, cutting brand campaigns for Ford. He’s also a filmmaker on the side, running a short film competition team called 52 Scripts. In this episode, Scott joins Catch+Release ECD Tom Christmann to talk about editing as storytelling, the impact of AI on the craft, and what it takes to keep creating when the tools—and the timelines—are changing fast.
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Scott Felsenfeld is a Detroit-based video editor at Hogarth, cutting brand campaigns for Ford. He’s also a filmmaker on the side, running a short film competition team called 52 Scripts. In this episode, Scott joins Catch+Release ECD Tom Christmann to talk about editing as storytelling, the impact of AI on the craft, and what it takes to keep creating when the tools—and the timelines—are changing fast.
In the second episode of Lost In Found, we talk with Kevin Mulroy, Executive Creative Director at Mischief, one of the world’s top creative people working at one of the world’s hottest ad agencies. Host Tom Christmann and Kevin discuss how asking better questions is the first step to finding the insights that drive results. And how truth is the thing a good strategic marketer should always be looking for.
Mischief was founded as a way to avoid the fear that pervades the big agency model: Fear of saying the wrong thing. Fear of losing a client. Fear of looking stupid. “We wanted to build a place where you remove that aspect of it,” says Kevin. “Keep asking questions. You get to better work faster that way.”
The Mischief process is simple: 1. Figure out what you’re going to say. 2. Figure out the most provocative way to say it. But, as Kevin is quick to add, “you can’t do 2 before you really figure out 1.” Oh, and what you want to say has to be true. “We come up with 8-10 ways in and we all sit in a room and beat it up until we know it’s the truth.” And then every execution gets the same one-two punch.
How do they find insights? “The short answer is we have great strategists,” says Kevin. The strategists at Mischief are culture curators. They’re always looking for ways to connect cultural touchstones with the client problem. In fact, everyone at Mischief does that. Kevin describes Mischief as “a strategic company dressed up like a creative one.”
The result of listening in on all the things your audience cares about? As Mischief client and eos CMO Soyoung Kang puts it, “like a friend talking to a friend.”
Want to find insights like Mischief does? Here’s a few tips:
Use Google autofill and ask it questions about your brand, problem, category. This will show you what masses of people are thinking about right now. And what you find may surprise you.
Ask more questions. Ask dumb questions. Lose the fear of being wrong.
Participate in social media. You don’t have to be a teenager to use TikTok. You just have to be yourself. And living in the culture of your audience is the best way to understand them. Check out how Oliver McAteer does it for Mischief. Masterful.
ABC. Always Be Curating. Keep a file where you put all the things you find that you think your audience would love to hear about from you. Set aside time each week to search until it becomes a habit.
Need more curators? Hiire Catch+Release. Whether you’re looking for truth or simply a shot you can license, our curators are standing by to help.
Lost In Found Podcast
Scott Felsenfeld is a Detroit-based video editor at Hogarth, cutting brand campaigns for Ford. He’s also a filmmaker on the side, running a short film competition team called 52 Scripts. In this episode, Scott joins Catch+Release ECD Tom Christmann to talk about editing as storytelling, the impact of AI on the craft, and what it takes to keep creating when the tools—and the timelines—are changing fast.
