Walking through the front doors of Steelhead and even just seeing the space was an amazing experience. Having the opportunity to meet the creative minds behind all of the great work Deutch's production team assembles, I think, was motivation for all of us, in terms of our Marketing for Good group projects, and seeing ourselves in the workforce of Marketing post-graduation. Our session was lead by Ben Perreira, who gave us a tour throughout their entire building, and shared with us a lot of the stuff they have been working on recently.
My classmates and I were able to see their unique soundstage, where they were currently photographing food for 7-Eleven. It has been very cool to see creative teams and the ideas behind all of these agencies these past few months, but Steelhead, as a production branch of Deutsch, had something very different. We saw team members working on making a pizza look absolutely perfect for a picture, a room full of people all working on pictures and videos for Volkswagen's advertising, and different teams putting in different work for their unique clients.
After this tour, we heard from Ben and some of their strategists about their work for Volkswagen on the last World Cup's advertisements, going through their process and struggles with them, which I think proved to the whole room the level of chaos a project can bring you. Their assignment was simply to leverage the interest and passion around the World Cup. However, they came across many challenges entering this project, like the fact that the US was no longer in it, and that they had to find a way to connect America with Volkswagens products, and link that with their passion for watching the games. So they went on to find out what the assignment meant to the target audience, and how to reach them the best. Then get creative. Deutsch and Steelhead launched an amazing idea to link other countries in Volkswagens, paying attention to the fact that the US was no longer in it, but allowing Americans to find their roots in other countries, and getting on board to remain rooting for the World Cup, while attaching VW to it all.
I also learned a lot about the work of a Strategist, and found a potential new goal in my own personal career of marketing. We heard from their strategy team about strategists being cultural anthropologists, and how this related to all of the previous work they've been doing, and how important strategy and cultural/social knowledge has on any given project.
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