I feel this, right here, is why design departments, particularly interactive design, struggle to thrive in agencies, and a reason for the recruitment challenge. Culturally, creative ad agencies still value filmic storytelling above all. It gets the lion’s share of fanfare in town hall meetings. It gets all the time and attention from GCDs. It sends the most people to award shows. I’ve watched too many good, young designers abandon their craft to be an art director because going “on production” was the only true reward within the cultural walls of the business. It’s sad.
Better to say “fuck making TV commercials” and learn to celebrate other types of creative work properly.