PromaxBDA’s Promo Boot Camp 2013 kicks off tomorrow for two days of sessions offering a refresher course on the creative insights, latest tools and critical skills needed to be successful in the entertainment promo industry.

It’s a strong reminder that while promo is one of the world’s most creative fields, and while the works that stem from it are often quite magical, creativity itself is nothing magical – it’s a muscle that can be strengthened, just like any other. And, as Katerina Zacharia writes on the eve of Promo Boot Camp, making promo is in itself one of the best ways to strengthen it…

Last year after a series of networking experiences, one of my students asked, “Is everything in promo fantastic?” My three years in the industry flashed before my eyes. I saw myself at my first PromaxBDA Conference. I remember how struck I was by the passion and excitement I saw as I navigated through the unfamiliar crowds. Then, I thought about all the industry veterans I’ve met who love what they do, speak enthusiastically about the creative work and always seem positive even when they mock themselves.

I looked back at my student and replied, “Yes, everything is fantastic in promo – the people, the work, the energy. Everything. If you want to build a powerful creative muscle, then work in promo.”

Here’s why:

1. Creative is ephemeral

Unlike commercial advertising, promo people work with shorter campaign cycles and smaller budgets. Creative directors have no time to place the work on a pedestal or hold it close to their chests. A campaign cycle may be as brief as three hours. Some great creative work gets left behind. At the intersection of art and commerce, creative is disposable. The preditor shrugs, sighs and affirms, “That was good,” and then moves on to the next project. There is no time for arrogance. The people who work in promo have the least ego, the most humility, the greatest tolerance for bad ideas and the most appreciation for pragmatism. Humility makes practicality possible.

2. Redemption is near

I am in awe of the capacity of promo people to make space for creativity despite the sheer volume of work they must produce. One bad idea is easily followed by 10 better ones. The volume of work means the opportunity to make a mistake is inevitable and therefore, the opportunity to redeem oneself soon after is certain. The hope for redemption keeps the space for creativity open even in those long, dark yet fantastic days in the creative trenches during upfronts. The seamlessness between mistakes, redemption and celebration is exactly why creative resiliency is so strong in promo.

3. Gratification is instant

As we know, many people who work in promo fell into it from other industries. When you work in a trailer house, you may spend six months on one trailer. In commercial advertising, you may work over the course of a year on one Super Bowl ad. As a creative, delayed gratification opens the door for self-defeat. In promo, gratification is almost immediate. You can brainstorm, create and air all within hours or days. As you move on to produce the next spot, you take just a moment to enjoy the audience response to your last spot. And then, you leave the promo behind.

4. Everything is fantastic

It doesn’t matter how short the deadline, how limited the footage, how messy the audio – the work must get done, done well and with a passionate attitude. We work in an industry that has no time to cater to grumps, moans and whines. “Hey I need that spot in 2 hours.” “Fantastic, you got it.” A promo producer is like a duck swimming in water. Under the surface, the duck works to move. Above the surface, that same duck appears to glide across the water. A fantastic attitude helps a creative maintain the pace despite obstacles.

The people who work in promo thrive at the intersection between art and commerce. Their egos forgive. Their positivity and pragmatism reign. And their resiliency allows for mistakes. As a result, their creative muscles flex strong.

Katerina Zacharia is PromaxBDA’s VP of industry development and diversity.

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