The foundation of great work is a strong strategy. It’s what guides the courses we take to get clients where they want to go.
We prefer open communication with our clients to learn their businesses, develop relationships with their team, and jot down the small anecdotes that lead to big ideas down the line.
DEVELOPING GREAT WORK REQUIRES TRUST.
We believe an environment that promotes our team’s physical and mental health creates an atmosphere of inspiration and collaboration. So that’s just what we do. Together we’ve developed a flexible workflow that allows us to influence culture from the inside of our office or from the inside of our homes.
Our investment in people grows well outside our workspace. We understand this is all bigger than ourselves, so Defy continues to serve nonprofits and the ad community at large.
Don’t see a position for you? Send your stuff to email@example.com. We’re always interested in putting the best talent on our radar.
THE FIRST CLIENT TO AUTHORIZE A COVID-APPROVED SHOOT WAS CYNCH BY AMERIGAS, A LONG TIME PARTNER OF DEFY.
When COVID-19 first sent us home from the office, it was hard to imagine being back on set with a cast and crew and avoiding the risks of the looming contagion.
Mindful of the landscape, our clients first sought alternatives to custom video production, and we made it work by churning out a mix of motion graphics, stock, and pre-recorded footage. However, once production began to look possible again, Defy joined a collection of producers across the country and began developing protocols that, if followed strictly, could ensure a safe filming environment.
Cynch’s 2021 roll-out plan involved introducing its propane delivery service to 20 cities across the continental United States, and two 30-second national broadcast spots topped its marketing wish list.
Though we’d developed a solid framework for safe shooting prior to commencing work on the AmeriGas spots, finalizing our COVID protocols during pre-production was a bit like building a plane in mid-air. Each line of each script had implications for the logistics and safety of the shoot, so our protocols kicked in early: right out of the gate, our scripts were written to minimize the cast and crew required.
For one of the spots developed for Cynch, the minimalist conceit actually drove the creative: we ended up with a commercial that, by the end of the spot, had the actors questioning whether or not they even needed to be there.
We also needed to find cast and crew members open to getting tested within 48 hours of the shoot. Then, we set up an account with a local urgent care chain, allowing us to get test results and invoicing sent directly to the agency.
PPE was purchased, assembled into individually packaged kits, and distributed to each cast and crew member by a designated COVID Compliance Officer. The Compliance Officer, a mandatory participant on all shoots, is responsible for ensuring that all COVID protocols are adhered to.
Lastly, crew members were assigned designated areas on set to limit close quarters interaction. For example, during an AmeriGas shoot written to follow a single actor around a home, our hair and makeup artist was set up in the basement, the stylist was based in a bedroom, and the monitors/staging area was headquartered in the garage. This allowed for only the essential team members (camera operators, actor, set decorators) inside the set itself.
Our COVID protocols will continue to evolve as we navigate pandemic together with our clients. Video production during the pandemic may not get any easier but it won’t have to be as scary. We can find relative peace of mind knowing that, when followed, our COVID-19 protocols will protect our cast, crew, and clients.
You always had a choice. Instead of following, you chose to Defy.
As you’ve come to know from our relationship, we always looked to push beyond limits to help our clients create work that stands out from the norm.
Over the last 12 months, we’ve finally gotten around to focusing this same approach on our own agency.
Moving forward, the agency formerly known as [ 2 one 5 ] Creative will go by Defy.
Our new brand name honors the spirit of our beginnings as an artists collective 20 years ago, and lights an exciting path ahead for an agency that continues to grow and evolve.
Together, we look forward to continuing to defy the conventional, limits, and expectations in 2021 and beyond.