編者語：

我們對于數字廣告制作執行新生態這一話題的關注并沒有結束，對B -Reel這家“傳奇”制造工坊的探索還在繼續深入。 接著前兩篇對B-Reel代表性人物Riccardo以及團隊成員的專訪之后，我們又有了進一步的疑問和好奇：在一個缺乏行業合理規范的數字廣告環境中，如何保持制作方的權利和獨立性？如何以制作方的角色去融入項目的創意到執行全過程？如何定義制作團隊的形態與理念？如何管理一群整天充滿奇思妙想的技術型Geeks，把大家揉合成一股緊密的繩？如何最大程度地發揮制作團隊中不同角色的優勢？ 哪一種組織管理方式更適合制作團隊？……  今天，我們用一個更為整體的視角，對話頂級制造工坊B-Reel的始作俑者之一：B-Reel聯合創始人兼首席創意總監Petter Westlund.

B-Reel, 全球頂尖的創意制造工場，獲獎數幾乎與產出同量（B-Reel Awards）, 更是TheFWA上無可爭議的王者（Profile: Top 100 most awarded）.

Petter Westlund: B-Reel & B-Reel Films聯合創始人，B-Reel首席創意總監。畢業于斯德哥爾摩大學行為科學(Behavior Science)、設計與工程技術三門專業，畢業后就進入數字廣告行業至今，在B-Reel之前，曾就職于紐約的代理商Media Farm以及斯德哥爾摩的PR代理公司JBAB。1999年，與另兩位合伙人共同成立B-Reel，故事就此展開。

采訪&文字&翻譯: Vivian Peng
(原創內容, 轉載請務必注明來自數英網)

寫在采訪前面的話

就在上兩篇采訪剛剛結束至今為止，我們又看到B-Reel的項目名列中多了不少優秀的新作，包括Magnum Pleasure Hunt 2，Hitchhike with a Like，Google Maps Cube Game…… 目前B-Reel在全球擁有四大分公司: 瑞典斯德哥爾摩，英國倫敦，美國紐約，以及洛杉磯，共有120名左右的員工。旗下擁有兩大事業部門：B-Reel Production以及B-Reel Films。 但就在我們制作本期采訪的過程中，又意外得知了一個讓我們意外卻又在意料之中的消息：B-Reel宣布成立全新的事業部門——B-Reel Products ，是的，他們要進軍產品開發和制造領域了?？蛇@并不算那么意外，B-Reel早就已經擁有不少可以稱之為產品的作品了，Mind Scalextric腦控賽車都是最典型的例子。從初期內部的研究開發，到產品成型、內部測試，直到應用于項目實踐，B-Reel足具備了產品制造的能力。其實，所有制作公司，包括國內不少團隊，何嘗不是同樣具備這樣的能力呢？關鍵在于，想不想和怎么做。

B-Reel Project: http://www.b-reel.com/digital/projects/

對于B-Reel的優秀我們不需要再多贅述。不得不說的是，B -Reel是一家讓我們意外的制作公司，在此之前，我們并不會真正去思考，數字廣告制作方究竟對于一個項目能有多少價值，制作方對于創意代理商，Leading代理商，客戶來說，價值可以發揮到多大的程度？ 數字廣告讓一群深諳技術又懂廣告，但一直處于項目光彩背后的制作團隊逐漸走到了前臺，可是，具體該怎樣走？究竟是否存在一種能夠復制或是能夠借鑒的成功運作模式？多大程度上可以為我們自己所用？我們是否可以從中借鑒些什么？

希望以下的對話能夠幫助我們找到部分的答案.

Q: 數英網
P.W.: Mr. Petter Westlund

Q： 非常高興見到您，首先請您給大家介紹下您自己。

P.W. : 自從我接觸工作以來，一直喜歡那種擁有來自不同專業領域和工作背景的團隊環境. 就像今天B-Reel的情況一樣，在任何時候，我都喜歡強調這一點。回首1999年，在我和另兩位合伙人，Pelle Nilsson, Anders Wahlquist一起成立了B-Reel至今，一路我們擁有的經驗其實很簡單： 設計+動畫+編程+一個永恒不變的團隊理念, 就是這些帶領B-Reel走到今天。

1. Production: in New Era 數字時代廣告制作的新觀

Q： 媒介，創意/策略，制作，這是數字廣告的三大構成支柱。在您看來，作為制作公司，在數字廣告中扮演的是怎樣的角色，其價值該是什么？

P.W. : 我們認為，數字廣告的創意和新的洞察觀點常?？梢栽谥谱鞣揭约懊浇榉缴砩险Q生。這是與數字廣告行業本身的特性有關的。不同于傳統的電視廣告，平面廣告的制作，也已有一套公認的較為標準普遍的作業與執行流程規范與操作標準，可數字互動廣告則更為復雜，我們不認為數字廣告的制作會走向和傳統一樣的一方方向： 固定的模式，與創意相獨立并且附屬于創意而存在??絕不是這樣的。數字廣告依賴于新技術的應用，無論是創意的過程，或是創意實現的過程，都需要整體的知識實踐和相應的迭代。這是一個流動的不可分割的整體。數字廣告項目的每一個過程階段，每一個環節之間的界限業已消弭。

Q : 隨著電視技術和信息技術的發展，數字營銷和互動廣告傳播迅速崛起，成為品牌營銷領域的重要部分?？墒?，數字媒體本身處于不斷快速地變化之中，這種快速變化的大環境是否對于制作方來說意味著更大的挑戰呢？

P.W. : 當某個領域本身擁有極快的發展速度，隨之而來的一個大問題就是合理標準和規范的缺失。此外，也會帶來另一個挑戰，就是項目過程中每一個環節由于不同的專業領域而導致的相互不理解，于是整個過程無法緊密地銜接，導致問題重重。這些都是我們眼前所面對的，也是一直以來面對的主要挑戰。

但是總的來說，整個行業還是在不斷地進步，我們還是比較樂觀的。我們看到整個行業都在逐漸地適應數字行業不斷變化的特征，并且逐漸地有了較好的解決方案。

Q: 有不少比較大型的代理商都會擁有自己的一支制作執行團隊，在您看來，作為一家的制作公司存在和作為代理商公司的一個部分，這兩種存在形式本質上有什么區別？對B-REEL來說，作為一家整合型專注于數字創意制作執行的公司，與其他存在形式相比有什么明顯優勢？

P.W. : 在我們看來，根本不存在第二種生存方式。我想問題的關鍵原因還是在于“專注”二字。Production對于我們來說就像衣食父母，一路走來，都是在這個土壤中獲得養分，得以成長，我們立足于Production，這是我們永恒不變的專注領域。如果是在一家大型的綜合Agency環境下，我認為很難做到專注,所以，我們希望擁有一個持續專注于這一領域的團隊環境， 這能給我們更大的學習與拓展空間。

此外，更重要的是，作為獨立的Production公司，我們擁有主動權，有能力為自己爭取作為Production在整個項目與權力。對于我們來說，從來不考慮其他的存在形式。

2. B-Reel: Integrated Production  整合時代下的新型數字制作團隊

Q: 讓我們回到1999年，當時您是抱著怎樣的想法和目標成立了B-Reel？從當時直到現在，B-Reel一路走來，您認為收獲的最大的經驗是什么？

P.W. : 1999年時期的互動廣告幾乎還處于初生的狀態，我和B -Reel另外兩個合伙創始人 Anders, Pelle 幾乎是不謀而合。我們都覺得應該能創造出一些具有更強體驗性，更有影響力的更新鮮有趣的體驗型的廣告創意。

此外，當時我們非常好奇，如果把影像，動畫與互動技術相互結合起來，會不會有新的火花？我們就本著這種探索的心態，一直嘗試創造出不一樣的作品。這是我們創立B-Reel最初的想法。

我們三個合伙人有各自不同的專業背景和從業經驗：Anders有經營企業的經驗，Pelle曾從事于影視制作，而我在很早之前就在數字互動廣告行業工作了。

不同的經驗和專業背景結合在一起的時候，會碰撞出新鮮好玩的東西，這也逐漸塑造出B-Reel的作品至今一貫持有的風格和特點。

自左往右:Pelle Nilsson, Petter Westlund, Anders Wahlquist

Q: 跟我們介紹一下B-REEL目前的公司規模吧？ 具體是由哪些職能部門構成的？

P.W. : 目前我們在全球有四家分公司，共計120名左右的員工，公司旗下有兩大事業團隊：數字制作和商業影視動畫制作。另外，最近公司剛剛成立了第三支全新的事業團隊——B-Reel產品團隊。我們打算進軍數字通信產品的開發制造領域，我們擁有一群非常很有天賦，并且強大技術背景的優秀人才，他們在一起幾乎每天都會有成天上萬個不同的新點子和想法在他們的腦子里冒出來，有很多很不錯的想法卻無法立即應用于手頭的項目，總不能讓好點子浪費吧。如果不搞個專門的產品開發事業部門出來讓他們把那么多點子實踐出來，我實在想不出其他的好辦法對付那么多天馬行空的奇思妙想了。

Q: 作為一家整合性的制作公司，你們是以怎樣的流程工作的？有沒有一套比較固定的標準？

P.W. : 絕大部分情況下，工作流程都是因項目而異的，影視制作，或者Mobile項目，都會有所有不同。但大致上我們工作的總體流程和內容都可以在Stndrd (互動中國曾經做過此網站的專門介紹:詳見Link) 網站上了解到。這是我們與其他幾個制作公司伙伴一起合作創建的開源平臺，我們把各自的工作方法與規范在該平臺上與所有人分享，并且與大家一起在平臺上交流關于數字互動制作的話題。

盡管如此，我們對于所有項目的制作上都會秉承一個關鍵的共識和原則：制作團隊需要盡可能地去融入整個項目的每一個階段。我們希望項目團隊的每一個人都能最大程度地融入項目，為項目貢獻自己的能力，并且盡最大可能地減少公司內部的上下等級。

Q: 就我們所知，很多時候制作執行團隊是不參與項目的創意策略階段的。B-Reel有遇到過這樣的情況嗎？ 怎樣才能使制作執行團隊更好地與創意團隊以及其他團隊協作于項目？作為執行制作團隊，該如何去影響代理商以及甲方客戶呢？

P.W. : 當然這也是因項目而異的，我們也會遇到這樣的情況。但總體上我們作為制作團隊會盡可能地對每一個參與的項目作出我們的貢獻。我們相信與我們合作過的代理商，甲方客戶都對于我們提出的創意和建議表示認同和認可。

我們會提出我們認為最好的點子和我們的經驗與建議，拿出來與代理商以及客戶分享，一起商討，這是B –Reel一直堅持在做的。當然，與此同時，在提出其他方面建議和想法的同時，最重要的是，我們至始至終絕不會因此而顧此失彼影響執行層面的工作質量。讓本職的執行制作工作能夠始終達到讓自己為之驕傲的水平。

3. Team-working & Leadership 團隊協作與領導力管理

Q: 貴司擁有一群非常有才的極客人才，管理起來是不是會比較有挑戰？我們知道B-REEL在人才方面一直頗有獨到的魅力和經驗，團隊一直保持活躍，充滿生趣和激情的氛圍，團隊協作起來也非常出色，可以與我們分享在團隊管理上的經驗嗎？

P.W. : 我們非常注重團隊協作。因此，我們會在挑選人才的階段非常嚴格地進行選擇，凡是加入B-Reel的人才，不僅需要擁有出色的個人才能，更需要擁有優秀的團隊協作能力，善于融入團隊，善于與他人協作。這非常重要。

Q: 我們相信，每一個緊密協作的優秀團隊，其背后都擁有一個強大的共同信念與志向作為支撐。不知道B-REEL團隊背后的共同信念是什么呢？

P.W. : 我們一直渴望做一些從未做過的新嘗試，當我們面對一些非常復雜棘手的項目的時候，我們則會一起找出一種最直接簡單的應對方法。B -Reel的團隊是建立在彼此相互尊重對方，尊重彼此才能的基礎之上。每一個人在項目中都要求樂于貢獻自己的能力。在項目中，我們關注每一個細節，因為我們都相信，細節決定成敗。

除此之外，我認為B -Reel團隊成員最大的共同點就是“好奇心”，我們每一個人都保有對一切新事物的強烈好奇心。我們不滿足于已有的這些成就和作為，我們每一個都不會甘于每天做重復的事情。我們把自己的工作看做是一場永遠探索不完學習不盡的旅程。

Q: 您在先前提到了貴公司內部會盡可能地減少上下等級關系，讓我想到了先前我們曾經做的關于“扁平式”組織機構管理方式存在的一些隱患和缺陷，有時候會不利于創意型領導者的培養和發掘，您對于此是如何看待的？

P.W.:  我們非常推崇組織結構扁平式的管理方式（We do believe in a flat organization）。B-Reel誕生于瑞士斯德哥爾摩，瑞士想來是一個推崇團隊與合作的國家，當然。扁平化有其弊端，但是我們一直以來把團隊成員之間平等共事的方式作為公司的自然傳統。

目前在全球有四個分公司，每個分公司在規模上都不算大，保持小而精的狀態。扁平式管理方式通常也更適合規模小的公司團隊。但這并不意味著領導力的缺失，在每一個項目中，項目團隊都會有一個具有極強項目領導能力的人作為項目團隊的Leader，來把握整體的項目進程情況。其實，有的人天然地就會有領導的潛質，并且會逐漸得以發揮；也有的人本來就不喜歡做領導，所以在我們看來這種才能會自然而然地得到發展。在B-Reel，沒有人把自己當做領導，但我們相信每一個人都具備領導和管理的潛力。

我們一直會給予團隊的成員以充分的信任。我們期待每一個人發揮更多的潛能。在一個項目中，我們提倡每一個人都應該抱有一種對項目整體的責任感，而不僅僅是專注于自己的工作職責部分。只有在做好這一點的基礎之上，才能保證自主寬松的工作環境不會帶來太多的負面影響。

B-Reel Family

4. Blending New Technology & Advertising  新技術交叉點上的創新傳播理念

Q： B-Reel團隊一直深諳最新的科技，并且善于將科技與創意做完美的結合，從而產生諸多有趣富有靈感的好作品。您是如何看待技術在今時今日的價值的？

P.W. : 人類歷史上，素來都對于科技發明的發展與未來趨勢有著強烈的好奇和求知欲。技術究竟會把我們帶去何方？這是個永恒的話題。

今時今日，科技無時不刻圍繞在人們周圍，成為人們生活的重要部分。作為數字廣告的制作人，在我們看來技術為我們的工作開辟了前所未有的突破空間，讓我們擁有更多工具去創造更多可能性。對于數字領域來說，技術，從來也永遠是創意以及傳播溝通的一部分。

Q： 您如何看待新技術對于廣告傳播行業以及對于個人的影響？

P.W. : 科技讓廣告和營銷獲得了前所未有的消費者接近性，同時，品牌也獲得了更大程度融入人們生活世界的發展契機，這是前所未有的全新發展空間。

最讓我覺得興奮的是，技術的普及造就了品牌營銷更多機會，去創造真正對消費者具有真正價值的東西，相對于從前單純地吸引消費者注意力（steal attention）這一手段，是一個重大的飛躍和提升。讓我激動地的是，今時今日在技術的助推下，營銷與人類生活的價值之間的界限已經開始日漸消弭了。

同時，技術的進步對于我們個人來說也受益無窮：在正確的動機之下，技術讓人類獲得了無窮無盡的學習和探索機會，在此過程中，人類自身也獲得了進步。我真的認為，今天的人們正處于另一個全新的文藝復興時期，人類獲得了思維與精神文化上的重大激發。一直以來，科學，技術研究，以及生產制造是人類所有行為活動的構成部分。技術的不斷發展與人類的探索行為不可分割，技術不斷發展，也就意味著人類的探索空間無限。

人類的學習再也不僅限于青年時期，而是貫穿于人類的一生。舉個最簡單的例子，那些執著于DIY的達人們，一輩子都在進行著各種各樣的新奇的實驗，倒騰做喜歡的東西，技術與人類自身是相互依存生生不息的關系。

Q : 那么多種類的技術領域，難道你們會允許自己的團隊去花時間精力在任何種類的新技術研究上面嗎？ 該如何區分，什么樣的新技術科研領域是值得團隊成員花費時間精力投入的呢？

P.W. : 這也正是我們目前面對的一個挑戰: 我們不斷思考，怎么樣讓內部的這些研發實驗項目能更有條理地也更有驅動力地去運作?最理想的狀態當然是，正好有一個項目，剛好適合引用某個研究項目，這樣就有了機會讓研究項目的成員有了新的實踐和應用機會。

比較讓人樂觀的是，我們現在有100多個在技術上有十足見地和專業技能的“專家”。大家不斷相互交流各種新技術開發和實驗研發項目，這給了每一個人更多思維靈感和開拓的機會。

Q : B-Reel有考慮過出自己的產品嗎？（當我們采訪的時候，還并未得知B-Reel成立了產品事業部的消息）

P.W. : 是的，我們正有開發和制作B-Reel自有產品的計劃。正如之前提到的，我們剛剛成立了B-Reel產品事業部 B-Reel Products，我們打算做一些廣告項目之外的更廣泛領域的新產品。其實在我們做項目的同時，我們也一直在制作數字化虛擬的產品以及真正能應用于生活的產品。所以，我們相信產品部門對于原有的項目制作事業會是相輔相成的。產品事業部也將會為品牌主帶來更多形式和價值的數字解決方案。

B-Reel Products: http://b-reelproducts.com/

（特別補充：曾經我們采訪過的B-Reel創意總監Riccardo Giraldi目前還擔任B-Reel Products的負責人，在本期的戛納國際廣告節上，Riccardo與Petter Westlund一起將作為演講嘉賓，有興趣的話可以關注下。B-REEL: EXPERIMENTING AT THE EDGE OF DIGITAL: ROBOTICS, BRAIN WAVES AND NEW USER EXPERIENCES）

5. Talents Seeking 關于人才選擇

Q： 如今的企業家們都把創意能力作為人才審核最重要的指標之一，但是，如何正確地判斷人才的創意能力呢？B-Reel是如何挑戰適合自己的人才的？可以具體介紹一下嗎？

P.W. : 我們最看重的是人才的團隊協作能力。 必須是一個善于融入團隊合作的人， 而不是一個專注于自我的人。當然，我們喜歡擅長于不同領域不同專業出身的人才。但前提還是必須善于在團隊中發揮才能、

此外，對于我們所做的工作有極大的熱忱。當然，還需要有優秀的專業技能。并且，擁有快速的學習能力，對于不斷變化的環境有良好的適應性和自我提升的主動性。

6. China 關于中國市場

Q： 是否有來自中國的代理商或者甲方客戶找你們進行過合作？

P.W. :我們前不久剛和奧美北京合作了一個影視制作項目。其他的抱歉目前還無法說太多。

Q : 近期是否有任何與中國市場有關的計劃？

P.W. : 中國是一個非常有趣的國家，我們非常期待能有更多機會與中國的伙伴合作。

Q：非常感謝您接受我們的采訪！

<采訪結束>

Take-outs 采訪要點提煉：

• 作為獨立的制作執行公司，專注于Production領域，在項目中擁有主動權，爭取作為制作方的權利，發揮價值。Being foucus and being independent , to blaze own trail.

• 制作團隊需盡可能地融入整個項目的全過程。項目團隊成員需要最大程度地融入，為項目貢獻能力。公司內部盡可能地減少上下等級。
  We keep the whole team involved throughout the whole process as much as possible. We want everyone to contribute to the work, and try to minimize hierarchies within the company.

• 制作方在保證制作執行部分工作質量的前提下，善于與代理商和客戶分享經驗，提出建議，一起商討。
  Share the experience and knowledge with agencies and clients to contribute to project, while being pride in the executional part as well.

• 團隊建立在彼此相互尊重的基礎之上，讓每一個人在項目中都需要樂于貢獻出自己的能力。關注細節。把自己的工作看做是一場永遠探索不完，學習不盡的旅程。
  Our teamwork is built on respect for each other and the skills we have, the craft that goes into our work. Do not stick to what we already know and do the same thing over and over, regarding work as a never-ending learning experience

• 給予團隊成員以充分的信任, 對其抱有期待。提倡每一個人應抱對項目整體的責任感，而不僅僅是專注于自己的工作職責部分。
  We put a lot of trust in people. We also expect a lot from people. You have to take responsibility for more than just your specific part of a project.

• 嘗試有計劃有組織有正確目標驅動的前提下進行內部的新項目研究開發。
  We’re constantly thinking about how to make more structured and purpose-driven R&D.

• 人才重要標準：善于在團隊中發揮才能、善于團隊協作是首選標準，其次是有能力。 此外，要對工作保有熱忱 ，且擁有快速的學習能力.
  We look for team players, with low prestige, and you have to have a passion for the field we work in. Besides, having the potential to learn new stuff.

Links:

B-Reel: http://www.b-reel.com/
B-Reel Films: http://www.b-reel.com/commercials/
B-Reel Products: http://b-reelproducts.com/
B-Reel Group: http://b-reelgroup.com/

***********************************************************

English Original:

Interview with Mr. Petter Westlund, Chief Creative Officer & Founding Partner at B-Reel

Q: 數英網
PW: Mr. Petter Westlund

Q: Hey, Mr. Westlund, thanks for talking with us. First of all, please introduce yourself to us briefly.

PW: I’ve been working in, and am really interested in pretty much all the different disciplines that we house within B-Reel. Design, animation, programming and always all along the way: the conceptual side. In 1999 I founded B-Reel with Pelle Nilsson and Anders Wahlquist, and we’ve been on a great ride ever since.

Production: in New Era

Q: Media, Creative/Strategy, Production, these are three major parts within a Marketing/Advertising project system. What are the value and role that production should play within the system?

PW: Our opinion is that when working in digital lots of ideas and insights can be had in production, closer to the medium. Maybe in earlier eras, production was more of a simple, executional step. There just wasn’t that much to it. With digital it seems to be a bit more involved. It feels better to have a less compartmentalized structure, and to work with processes that are less static and more iterative, blurring the boundaries between parts/steps of a project.

Q: Today, digital claims a prominent role at every marketer’s plan. However, digital media is evolving at an accelerating pace. What is its impact on production side? What is the key challenge and requirements for production part today?

PW: When a field is evolving fast, there can be a lack of standards and conventions. And there’s a risk of misunderstandings due to this and different levels of knowledge among the parties in a project. These are definitely some of the challenges we are facing. However I think there’s been a great improvement in the industry. It is not necessarily that the pace of evolution is slowing down, but we are getting accustomed to being in a field that is under constant change, and learning how to deal with it.

Q: Most agencies have their own production team/dept. What is the fundamental differentiation between being a production company and being one part of a big agency group? To B-Reel, what is the major advantage that being a production company on its own has, comparing to the other formability?

PW: I’ve never seen the other side, but I’m guessing it is a question of focus. We eat, breathe and live production. It is at the core of what we do since day one. It seems like it must be harder to create that focus being a production team at a larger agency, where you have a much wider field of operation, and a different background. Also, being independent means we can blaze our own trail. There are no other considerations except what inspires us and where we want our company to go.

B-Reel: Integrated Production

Q: Back into 1999, when B-Reel was found, what is the idea and objectives behind at that time? And what are today’s? What are the major changes B-Reel has experienced during the time being?

PW: Back in 1999 digital advertising was still in its infancy. We just felt there should be a way to create stronger experiences, stuff that had more impact and was more interesting. Specifically we wanted to explore how we could combine the fields of film and animation with interactive technology. We were three founders, Anders, Pelle and me. Anders has a background as an entrepreneur. Pelle worked in Film and TV production. I came from the digital side. Our output reflects our mixed backgrounds.

Q: What is your company scale? How many people does B-Reel have now? Would you mind sharing the teams’ major divisions of functions in company?

PW: We’re around 120 people split into four offices. We have a digital production side, and a commercials/film side, and just recently we have a new member of the family, B-Reel Products. This is our venture into the world of Products and IP. We have a lot of talented people onboard, and there are so many ideas that aren’t met by a client brief. This is a way to create an outlet for those ideas.

Q: What is the myth behind B-Reel’s integrated production work? What is your work flow? How do you structure team to deal with a single project in order to make the process effective and integrated enough? Do you have any special methodology?

PW: It depends a lot on the project. If it has film components, if its mobile etc. We work according to a process that is pretty much what is up at http://stndrd.org/, an open source initiative from us and a bunch of other companies to create standards in digital production. Other than that, just trying to use common sense: We keep the whole team involved throughout the whole process as much as possible. We want everyone to contribute to the work, and try to minimize hierarchies within the company.

Q： There are cases in ad industry, that production team/company is not involved in the creative idea/concept generating stage, what is the case at B-Reel? How do you normally working together with agency and advertiser? How to make impact, to the project, to agencies, and clients, from a production company’s point of view?

PW: It’s different from project to project, but generally I think we contribute quite a lot. I believe agencies and clients we work with appreciate us contributing to the idea, and that is why they come to us. With the amount of projects we produce every year we have a lot of experience and knowledge to bring to the table. However, we do put a lot of pride in the executional part as well.

Team-working & Leadership

Q: Managing a group of talented “Geeks” with diversified background is really a tough job indeed. However, B-Reel seems is doing very well on this. Creating your people a very energetic, fun, and harmonious working atmosphere. What are the myths behind?

PW: We focus a lot on creating teams that work well together at our offices. We are pretty picky about who we bring in. Not only do we want really talented people, we also want them to be good team players, and fun to hang out with.

Q: A good company, a well-structured team is, as we believe, based on common beliefs and shared interests. Would you like to share with us what are the common beliefs and shared interests B-Reel people have?

PW: We often try to create stuff we haven’t done before, and this can lead to pretty complex projects. To pull them off it’s key that we can work together in a straight and smooth way. Our teamwork is built on respect for each other and the skills we have, the craft that goes into our work. This goes down to the tiniest parts of a project, you really have to appreciate those tiny details too. But above all I think that curiosity is a common trait among b-reelers. We don’t want to stick to what we know already and do the same thing over and over. We see our work as a never-ending learning experience.     

Q: Regarding the management and leadership aspects. Many modern companies are using flat organization method internally. It generates great advantages for sure. However, flat structure method is, sometimes not good for creating great leaders(link). What is B-Reel's condition? What are your ideas on this topic?

PW: We do believe in a flat organization. It might have to do with our company starting out in Sweden, and that Swedes tend to be teamwork-oriented and collaborative. I’m sure there are drawbacks too, but for us it is a natural part of who we are, and a core part of our culture.    Since we are split into four offices, each office being fairly small, it’s maybe a bit easier for us to maintain the feel and vibe of a smaller organization. Regarding leaders, I think is a pretty natural process for us. Some people will develop organically into leadership roles. Others might not be thinking of themselves as leaders, but if we see potential we try to provide the right conditions to help them develop that side.    We put a lot of trust in people. We also expect a lot from people. You have to take responsibility for more than just your specific part of a project. And then we can have a looser structure.     

Blending New Technology & Advertising

Q: B-Reel is putting out a series of creative technology mash-up projects, all of which are damn cool, beyond people's imagination, especially, combining different cutting-edge technologies. Seems you put new technology on very top priorities. Why technology matters?

PW: People through the ages have been fascinated by where our own inventions and creativity can take us. Technology surround us, it is a big part of our lives. And from our perspective as producers, it has become so much more available to work and experiment with. So it is a natural area to explore for creative and marketing purposes.     

Q: To your perspectives, what influences that new technology will has to advertising / marketing industry in future?

PW: Technology is allowing advertising and marketing to get closer to the consumer. Brands can adapt to and live in the world and activities of people too a much deeper extent than ever before.    In advertising, I find it exciting that this ubiquity of technology creates an opportunity to provide real value for consumers, as opposed to just “steal attention”. That’s the most interesting scenario for me, when the border between marketing and real, personal benefits is blurred.     

Q: Let's down to some of technologies you are playing with, Mind control, Human Computer Interaction, robots... These are having a big resembles with computer science experts is working on. I think science experts would have never considered blending their tech into advertising applications at all... Share with us B-Reel's thoughts on how new technology can be added values to advertising? What is inherent relationship between two areas?

PW: It think what we’re doing in advertising is just following along with a bigger shift in the world: Technology making a lot of fields accessible, that were out of reach before. Sciences and research, crafts, manufacturing – basically all areas of human activity. You can learn and get involved in so many new areas that used to be hidden inside institutions, or out of reach and inaccessible behind formal education requirements. With this comes a new insight: There’s almost no limit to what we can learn, with the right determination. We’re in a renaissance age, where you can be well versed in many fields, and flexible and learn many things throughout your life, not just in your youth. In the same empowering DIY spirit, I think advertising can be an arena for experiments within these now-available fields. The results have to be relevant and have an audience of course.     

Q: I don't believe that you allow your people doing research on all of the new technologies. How you judge one specific technology owns the potentialities so that worth spending time on it?

PW: This is a challenge. We’re constantly thinking about how to make more structured and purpose-driven R&D. The ideal scenario for us has always been when a project turns up that gives us the chance to dive into a new field that we need to research. The good thing is that we now are more than a hundred people who are really into this space. It gives us a lot of “tentacles” for finding and picking up interesting things.     

Q: Has B-Reel considered producing products via your technology and production abilities? Any new and fresh products that can be ready for people to use in daily life?

PW: Yes, and we are doing it now with B-Reel Products. We will create products in broad sense. Our projects might be standalone ideas that will turn into digital or “real life” products. We’re also helping other people and brands develop their ideas within this space.     

Talents Seeking

Q: There was a survey from IBM's institute for Business Value showed that CEOs value "Creativity" as the most priority on leadership competency evaluation. Compared with other elements as: operational effectiveness, influence, or even dedication.  How B-Reel seeks talents? What is your most required characters? Would you take judging creativity as an example to share how you test/ask applicants during the interviews?

PW: Since we are very team oriented, we look a lot at the right type of personality. We look for team players, with low prestige. Basically, no prima donnas. And you have to have a passion for the field we work in. Of course it is important to have good skills, but it is more important that you can work together in a team scenario, and that you have the potential to learn new stuff as we go along. The stuff we do is constantly evolving, so chances are what you know today will be outdated pretty soon. Better then to be a person who quickly picks up new things and likes to evolve.     

China

Q: Are there any agencies or advertisers have been looked for B-Reel to projects?

PW: We just had shoot for a film project with Ogilvy Beijing. Other than nothing I can comment on yet.

Q: Does B-Reel have plan towards China in near future?

PW: China is a super-interesting country and we are definitely hoping to work there more.

Q: Thanks very much! We are honored and appreciated for talking with B-Reel!

Vivian Peng @ DamnDigital