Lab517 Recap: Day Two
Apr 15, 2016
“That’s what happens when you do a lot of content creation in 24 hours,” laughs John Lane, after associate creative director Josh O’Dell brought up the late night he and his squad had Wednesday night, a.k.a Day One of the Lab517 challenge featuring ShelterBox USA.
You know what else happens when you have a 48-hour content creation deadline?
Your server will go down. Which will make WordPress go down.
It’ll happen when you need WordPress the most, and in the vain attempt to not message the IT team, you’ll spend hours hitting the reload button just to get another error message. You’ll end up messaging the IT team.
The wifi will stop working too. Just because.
The lighting will be perfect in your brand new conference room, and you’ll move the “Wet Paint” signs out of the way in order to Periscope your mid-day check in. You’ll get everyone in place and – like I said – the lighting will be perfect, and you’ll realize there’s no wifi connection.
But then there will be those moments when things just come together, and your whole squad is on the same page, and the client loves the script for the PSA and you’re on a roll. Those are the moments.
Day One flew by. All of a sudden it was noon, and we were introducing ShelterBox and they were presenting their story, and we were building tents and breaking into squads and the night flew by without us even acknowledging it.
Day Two was more of a slow jog. Client reviews took up our morning and squads were meeting and planning and getting down to the nitty gritty of the work.
And then we worked.
We filmed and we composed and we strategized. We talked to the client and to each other and we brainstormed and covered walls in Post-Its. Things worked and things didn’t, and then it was 12:41 p.m. and we were still here. Working.
I tried to check in with the teams at 5 p.m., but they were busy. Busy with a purpose, busy with passion, not just busy at their desks doing what they needed to do to mark something off their list or move something to the “completed” pile.
So I let them work.
Tomorrow we’ll be showing ShelterBox everything we created over the past 48 hours. They’ll leave with videos and animations, social tiles and strategy, things to add to over the course of the year and things they can start using in the airport as they wait for their flights home.
What will we have? We’ll have 48 hours where we totally kicked ass as a team, creating something for a client where every little thing we could squeeze out of a concept was appreciated.
Cheers to that.