Every movement begins with a moment.
In case you’ve been living under a rock — or as we in the ad industry like to call it, “holiday campaign crunch time” — you know that Moxie is throwing a little shindig tomorrow night at our Northyards campus. If you haven’t RSVP’d yet, you should do that now. No really, right now.
We’re expecting about 500 folks, a light smattering of rain and a whole lot of nerding out over super-cool stuff. We’ll also be serving up all the hors d'oeuvres you can eat and all the drinks you can, well, drink. This is basically our version of Dragon Con. And while we’re looking forward to the party, we’re especially excited to unveil our secret weapons — weapons, plural — with the rest of the world. What precisely are those weapons? Why, none other than our Unit3C and FutureX teams. Earlier this week, we sat down with both to pick their brains and ask them for clues about what we’ll see tomorrow night.
First, we sat down with Unit3C, a new approach to content creation that travels at the speed of digital consumption. Here’s what they had to say.
What are Unit3C’s capabilities, and how are they different from the rest of the creative dept.?
We have a hybrid mentality inside Unit3C. This means our writer can edit video, and our ACD is also our DP and director. We have strategy people shooting photos and animators writing copy. But even that’s not the whole story.
We get things done faster and more efficiently than ever before — all while producing content of the highest of quality. We concept on current events and client challenges every morning. In most instances, our ideation sessions produce client-ready ideas within 48 hours of kickoff.
We live, breathe and study digital content so that the instant a new opportunity emerges — we know precisely where, when and how to guide our clients into the unknown.
What unique problems does Unit3C solve for clients?
The old adage, “You can have fast, cheap or good — pick two,” still holds true in a lot of cases. But in Unit3C, we like to say, “You can have two and a half.” Due to our team’s varied backgrounds, our clients get high-quality creative output quickly and authentically for the audience and channel. This makes our content not only on brand, but also very relevant for the brand’s consumers.
In the end, our clients get nimble, relevant, high-quality content that moves their brand forward.
What has been your proudest moment since Unit3C’s launch?
First is Chick-fil-A. Their team was the first to leverage Unit3C’s capabilities, and we were able to help them take their content — and ultimately their business — to a whole new level. We worked hand in hand with Chick-fil-A and developed — in a very short timeframe — a seamless partnership and plan of action around content strategy, development and deployment. Now, after more than a year, the trust we have in each other is unparalleled.
The second “proud moment” is the Unit3C team. It gets better and better with every project — whether it’s producing videos that are broadcast quality in 7-10 days or delivering quick turnaround yet highly strategic thinking. Our people and their capabilities make Unit3C not only an invaluable resource for our clients, but also a true partner who our clients can trust. Every challenge that comes across our path is met with a solid focus and rolled up sleeves. The team’s attitude that nothing is impossible is really the best thing that anyone — on the client or agency side — could ask for.
What can we expect to see from Unit3C at the October 29th Open House?
We’ll be discussing — and touring — our facilities and how they have transformed the way we work. Our 700-sq.-ft. sound stage, prop room, editing bays and gear have put Moxie in a rare and enviable position. We’re able to deliver modern marketing solutions in ways that no other agency can.
We’ll also be capturing real-time content and displaying it around the campus, as well as demonstrating the efficiency and power of our 9:30 concepting sessions.
Is Unit3C a glimpse into the future of marketing?
Absolutely. Unit3C is connecting the future to the now for our clients. For years, we’ve seen clients cut out the agency for production companies because their demand for nimble, high-quality content is growing while their budgets and timelines are shrinking. Unit3C’s model allows us to evolve along with — and stay ahead of — our clients’ needs. If they need more long-form copy content, we can adjust. If they move into real-time video responses shot 24 hours a day, we can accommodate them. What Unit3C is doing is putting the power of great creative, think-on-your-feet production and laser-precise strategy all in one small team — supported by the backbone of a big agency.
Speaking of the future, where will Unit3C be venturing in 2016?
In 2016, you’ll see more video production with the creation of UnitFilms, our video production arm. This will allow us to not only be a more full-service content team for our clients, but to also produce video that’s more aligned with faster opportunities. We have other stuff in the works, too, but that’s still a secret. Shh.
Once we finished chatting with Unit3C, we sat down with Future Experiences — aka FutureX. They also had some exciting stuff to share about their group and the Open House.
What are the FutureX team’s capabilities, and how are they different from the rest of the creative dept.?
FutureX explores emerging technologies and forecasts trends and cultural shifts that are relevant to Moxie and our clients. We report on the “Future of Industry and Technology” and form strategies that give our clients a measurable advantage. We deliver presentations and facilitate forums on innovation. Clients can also witness demonstrations firsthand in the FutureX Lab. From nano-degree training to building new consumer experiences, the FutureX Lab is where we can take ideas from concept to reality — and beyond.
What unique problems does the FutureX team solve for clients?
Most brands (agencies included) and industries are the last to see major trends heading their way. By the time they’re aware, it’s too late. FutureX’s job is to both prevent and exploit that tendency. We explore, test and evaluate “what’s next” in order to bring the future into the now for our clients. We uncover disruptive technology and ideas and major cultural shifts that will affect their businesses. Then we help clients anticipate and act on these gaps and find success — not just for their brands, but also for their consumers.
What has been your proudest moment since FutureX came to fruition?
The opening of the FutureX Lab. From the idea of the Lab to its actual build out, it’s been a long but fun journey. Clients are excited about the Lab, and they are seeing even more ways that Moxie can help future-enable them and their businesses.
What can we expect to see from the FutureX team at the October 29th Open House?
We’ll have hands-on demonstrations of new technologies and ideas that will move our clients’ businesses forward. We’ll show off the maker mentality and space and present forward-thinking marketing and branding in arenas ranging from virtual reality and crowd-sourced disruption to the burgeoning eSports space and more.
Do you think every agency should have a FutureX team?
It’s essential that agencies have a true innovation/maker space and a group that forecasts trends. A team like FutureX helps make that happen. The speed of technological advancement and cultural change has accelerated so much that our type of group is essential to helping agencies and brands keep up.
Where will FutureX venture in 2016?
In 2015 we’ve set the stage for FutureX to create massive value for Moxie and our clients. We want to continue to push innovation everywhere, to train Moxians in new technologies and to bring the future into the now for our clients.
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