This week on The MCA Prodcast Pat Murphy talks to Global Managing Director at RSA (Ridley Scott Associates) Films Kai-Lu Hsiung. From reception to Production Assistant, Producer, and then Managing Director, Kai is a shining example of production meritocracy so is the perfect person to talk to about nurturing talent and developing creative careers. Now as Global Managing Director, Kai ensures that RSA maintains its place as one of the world’s leading production houses, and continues to create some of the most culturally transformative and influential creative across every medium.

In a world now dominated by AI and modern technology, what role do storytelling and human creativity still play? Kai shares her thoughts on this evolving landscape, using iconic advertisements like the Hovis Boy on the Bike campaign and the Samsung S23 film ‘Behold’ to illustrate how traditional storytelling meets cutting-edge technology. She recalls how the Samsung ad was shot entirely on a phone, but the production still required skilled craftspeople to ensure the lighting, sets, costumes etc were exactly optimal in order to get the perfect shot. She also recalls a wonderful story of how the Boy on a Bike ad came to be; a story that starts with Ridley Scott simply wanting to borrow a camera!

Kai explains how the Ridley Scott Creative Group distinguishes between it’s brands, with Black Dog Films being the younger, culturally relevant offering, RSA has a more over-reaching remit and Scott Free focuses on feature film work and commercials. Whilst distinct brands Kai emphasises the importance of being ‘stronger together’ and how sharing resources leads to better results of all the brands’ clients. “You'll get a better production if you can all work together to solve problems”, Kai says.

Kai and Pat discuss branded entertainment and content; how these ideas are forged and how they are developed. Kai describes branded content as being a ‘really interesting, fluid journey’ that you go on with your client, but it always starts with a need to fully understand the client’s needs and desired platforms.

As Chairwoman of the Young Director Award, Kai shares her views on how we can nurture young talent in the industry, spotlighting initiatives like the Aesthetica Film Festival and Nowness. Whether you're an aspiring filmmaker or an industry veteran, Kai's experiences and advice provide valuable lessons on balancing financial constraints with creative passions.

Watch Kai’s favourite ad: BMW – Beat the Devil

Hosted by Pat Murphy

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This week on The MCA Prodcast you’ll hear one of the brilliant panel sessions from this year’s LBB and Friends Beach at Cannes. We are all story tellers, and this panel is about the power of storytelling and how creativity can be crucial to the success of any business.

Pat Murphy chairs the session and is joined by:
· Doerte Spengler-Ahrens - Chairwoman of Jung von Matt and President of the Art Director’s Club (ADC)
· Upasana Roy - Global Creative Strategy Director at Reckitt
· Philipp Schuster - Agency Management and Marketing Partnerships Director from Bayer Consumer Health
· Sir John Hegarty – Co-founder and Creative Director at The Garage Soho & The Business of Creativity

Storytelling is fundamental to brand success, but sometimes creativity and bravery in marketing can be usurped by fear, budget constraints or other factors. The panel discuss how brands can remain creative and how this is essential to not only sell a product, but to create memorable experiences that resonate with consumers on a deeper level.

Agencies often direct brands to be brands, without being brands themselves – something John argues is a mistake! By positioning themselves as brands with distinct beliefs and values, agencies can differentiate themselves from mere service providers and attract the right clients. This approach is exemplified by revolutionary ideas like Renault's e-mobility solution, which transformed the market by offering a unique value proposition.

Our panel debate who is best suited to sell an idea to a client – is it the creator of that idea or an account manager. Presenting ideas to clients requires an understanding of their language and problems, and constructive criticism is essential for a healthy client-agency relationship. Philipp explains that he enjoys tension with agencies he’s buying from. “We try to build an environment where we, with our partners, have a relationship where we can have healthy tension”, he says. “This is the relationship, the culture of a partnership we want to build together with our agencies, because we feel that this produces the best work”.

As well as tension, the panel discuss the role of ‘fear’ in good creative work. The panellists each recall stories of projects they worked on which, at the time, they were nervous about. John recalls one in-particular where a single different decision could have ruined the outcome. Upasana says “we fear that it's going to fail, and one of the best things that we can do is give ourselves the permission to fail once in a while”. Fear is almost imperative in the constant pursuit of good work!

Click here to find out more about John’s course ‘The Business of Creativity’ and discover how creativity can take your business to the next level.

Hosted by Pat Murphy

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This week on The MCA Prodcast Pat Murphy talks to Carl Addy, Executive Creative Director at The Mayda Creative Co. Carl delivers ground-breaking visual work in design, digital media and immersive VR technology. He works in both live action and animation, combining his obsession with music with his knowledge of digital trends and film making.

Carl explains the name ‘Mayda’, where it came from and how it embodies their company philosophy. ‘It's a bumpy ride, it has unknown outcomes and actually it's the treasures that you find along the way and the adventures that bond people together’, Carl says. He describes the workforce as creative collaborators who understand how to take something from zero script to final pixel.

Carl reveals why he thinks it’s important for directors to write their own treatments. He admits it can be harder for directors who are not A-list to get the attention of the right people, but a great idea should always cut through and a director should be able to communicate a feeling better when writing the treatment themselves. ‘If you like how I dance, we’ll dance well together’. Carl also admits that it’s very hard to come up with a unique idea because everyone is competing for the same work, and utilising the same reference points.

Carl talks about the jobs that he will gladly take on, and considers the rare occasion he might politely decline. Carl always prioritises ‘film school’, as he calls it; any project which gives him an opportunity to learn or try something new will very likely get the green light from him!

Carl tells the story of a fascinating project where an advertising brief led to the creation of a real, hardware product; a next generation helmet that could help NFL coaches communicate in real-time with hard-of-hearing players. Find out more about it here.

Carl also tells us about his band, Heavy Menthol which he describes as his opportunity to be daft and irresponsible; ‘exactly what you would imagine when middle-aged men get together and write metal songs and make a lot of noise’, he says.

Watch Carl’s favourite ad: Flour Sacks during Depression-Era America

Hosted by Pat Murphy

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