PDN: What are your responsibilities at 180LA?
JASON LAU: I’m the art and content producer.
I was hired a little over a year and a half ago to
do all the art producer roles. One reason I left my
old agency is because I wanted to diversify my
skill set. I saw how the role of the art producer
would evolve, and I wanted to double my skill
set and take on more of a challenge. Our clients
are wanting more integrated campaigns, and
we’re asking photographers and/or directors
to do either/or. It makes sense to me that the
[art producer] position would evolve as well.
Rather than being labeled an art producer
or a broadcast producer, it’s about producing
content and multiple assets.
PDN: How has the art producer’s job evolved?
JL: I would say in the last ten years, usage
has been a major topic. Understanding what
social media and emerging media entails. Also,
understanding video production (in some
agencies) has made our roles evolve.
PDN: When is combining stills and motion
the right solution for your clients?
JL: It depends on the campaign itself. For
example, we recently had a shoot where the
CREATE SPOTLIGHT IN TERVIEW BY HOLLY STUART HUGHES
JASON LAU ON THE ROLE
OF THE CONTENT PRODUCER
1733 ocean avenue, suite 400
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Jason Lau has been in advertising for 13 years, and is currently senior art and content producer for 180LA.
The creative agency produces campaigns for national and international brands, including Boost Mobile,
Expedia, UNICEF and University of Phoenix. Lau talked to PDN about his collaborations with photographers
and directors, and explains how his work has evolved with the growth of integrated campaigns requiring
content for multiple platforms. Michelle McSorley, head of public relations for 180LA, was also on the call.