In what seems to be our collective and ceaseless quest to be “relevant,” we’re getting serious about our blog – this time. The other one died a slow and somewhat “irrelevant” death when it was taken over by some rogue colleagues. But that coup ended peacefully — or so they say.
Fortunately, in the re-birth, I’m just one of the writers. I’m hoping it won’t kill me — or, even worse, bore you. So, get ready, the T2 blog is about to get active and, hopefully, “relevant” – at the end of what Andy Serwer of Time Magazine dubs “The Decade From Hell.” Staggering really. No wonder we are all reeling from the psychic pain. Will America ever be the same? Will we?
I can tell you with complete authenticity — and some cautious excitement — that T2, coming out of this decade, will never be the same. And I suspect we’re not the only ones. Like most companies, we’ve used this past year and a half to reevaluate and reinvent who we are — and it’s been both scary and exhilarating.
When we started the process, we knew we were in a space that was expanding with nimble competitors on a daily basis. T2 (Take 2) had been around a long time — and Back Alley Films was in its infancy. The Advertising business was changing at an unthinkable pace — and there wasn’t a corporation or client anywhere in sight that felt confident doing “business as usual.”
So, we really had no choice except to rebuild the “enterprise” — and, truth be told, that’s what we love doing. So that’s what we did. And now, T2 isn’t just a post house and motion design company doing commercials and some corporate work. These days, we’re also creating amazing content through animation and design for multiple interactive and experiential platforms. T2 has also created and launched our brand new Experience Lab, headed up by one of our new kids on the block, Garrett Fuselier – so watch for his blogs about it. And Back Alley Films — well they’ve grown into a curious toddler — with a new roster of multi-talented artists/directors who create content for way more than just commercials. In a nutshell, our business has gotten fun again — and that’s what’s better about it, for sure.
So, we’re moving into the next decade, appropriately dubbed “the teens,” with youthful optimism. We have added some amazingly talented and creative up-and-comers to the T2/Back Alley Films team, and they are complemented and tempered by the reality that comes from the experience and talent for which T2 has been known for many years. As a result, we are both wise and wide-eyed. Hopefully, that means we are looking at the world on behalf of our partners and our clients in ways that are not only more meaningful, but also more effective. And hopefully that also means more “relevant.”
