Go Behind The Scenes with David Droga and Emily Anderson | YouTube Advertisers

Go Behind The Scenes with David Droga and Emily Anderson | YouTube Advertisers



Sal: Hey, I'm Sal Masekela, and I'm about
to take you behind the scenes for a conversation right here with Emily Anderson. Emily: For me being part of content creation
industry is so exciting. And I also feel there's a huge responsibility
to do it well. Sal: And David Droga. David: We're not there to take dictation. We're not there to give the client what they
want. We're there to give the client what they need. Sal: We're going to talk about the pros and
cons of digital versus television, we're going to talk YouTube. Come, sit with us. Emily: Hi. Sal: Welcome. Have you guys met yet? David: We have. Sal: You guys just crossed your legs at exactly
the same time. Emily: We planned it. David: We rehearsed that. Sal: Beautiful. David: That's all we've got. Sal: The first question is a question that
people ask all the time, what is the difference between digital and television space? David: TV is like an Indy track or a Formula
One track. It's predetermined, you can still put a piece
of shit on it, or you can put a high performance thing on it, but it's kind of set. And digital is like the streets out there. You can take a coastal road and take an off
ramp to there or there or there or you could end up driving through a dump. Sal: What would be some of the differences
in the way you craft? David: Context is a word that I always think
is underutilized in our industry. Everyone is so obsessed with the content,
basically the storytelling, right? And then people became obsessed with the canvas. "What canvas is it? Is it going to be on television or is it going
to be online?" No one ever talked about the context, what's
the context in which this is going to be consumed? Emily: But it's funny because, and it comes
down a lot to creatives, there's so much that you don't know and you can't control. I just made a piece where it had some really
deep rumbling sounds in of oceans crashing. And in the edit suite they sounded amazing,
everyone was there clapping, the sound design was fantastic. And then we pulled out the plug and we listened
to it through my laptop and it just sounded terrible. Sal: So in the 10 years of YouTube, how are
brands doing? Emily: When it's done well, it's so much more
powerful than TV, because people take it on and then it just gets big. David: One of the biggest killers in our industry
is when a client goes, "I want to do something that goes viral. I don't even know what the hell that means." Sal: I want double rainbow. David: Exactly, that's what I mean. Sal: Give me double rainbow. David: And then people suddenly think, "To
make it viral it has to be crazy or I have to do something like blow up the moon." They're not thinking what their strategy is. Emily: I mean, I guess brands should look
to other brands that have found success and their kind of tone of voice. Sal: Obviously whatever you guys make you
want to succeed. But do you ever find yourselves rather surprised
by the type of things that really hit? David: Storytelling has changed. Television used to be, there was a beginning,
a middle and an end. A digital campaign, there is no real end. Once you put it out there what it becomes
is another part of the idea. You can nudge it and iterate but thinking
about this thing as just sort of not this contained thing. And I feel like that helps it, there's no
guarantee in that but it makes you look at this in a different way. Emily: I think it's so flabbergasting that
some brands will put content on YouTube and then switch comments off. That I think is so weird. David: Isn't that like real life? You're a single guy and you walk up to a girl
in a bar and you have your entire spiel rehearsed, and you're going to say the exact same thing,
no matter what comes out of her mouth, or are you going to react to what she's says
and change tack and…? It's not going to change fundamentally who
you are as a person and what your belief system is and your character, but the nuances of
reacting to the person in front of you. Sal: I've never put something up on YouTube
before. What do I do? Emily: The number one thing would be, who
do you want to watch it? And then start there and work backwards. Sal: My piece of advice is similar to yours,
people who want to create should create what they know instead of trying to chase after
what is popular or what they see other people doing. David: Emulation is very different from inspiration. If you can find something that inspires you
and then do your own thing that's true to who you are, as opposed to just copying, I
think that's great advice.

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