編者語：

我們對于數(shù)字廣告制作執(zhí)行新生態(tài)這一話題的關(guān)注并沒有結(jié)束，對B -Reel這家“傳奇”制造工坊的探索還在繼續(xù)深入。 接著前兩篇對B-Reel代表性人物Riccardo以及團(tuán)隊(duì)成員的專訪之后，我們又有了進(jìn)一步的疑問和好奇：在一個(gè)缺乏行業(yè)合理規(guī)范的數(shù)字廣告環(huán)境中，如何保持制作方的權(quán)利和獨(dú)立性？如何以制作方的角色去融入項(xiàng)目的創(chuàng)意到執(zhí)行全過程？如何定義制作團(tuán)隊(duì)的形態(tài)與理念？如何管理一群整天充滿奇思妙想的技術(shù)型Geeks，把大家揉合成一股緊密的繩？如何最大程度地發(fā)揮制作團(tuán)隊(duì)中不同角色的優(yōu)勢？ 哪一種組織管理方式更適合制作團(tuán)隊(duì)？……  今天，我們用一個(gè)更為整體的視角，對話頂級制造工坊B-Reel的始作俑者之一：B-Reel聯(lián)合創(chuàng)始人兼首席創(chuàng)意總監(jiān)Petter Westlund.

B-Reel, 全球頂尖的創(chuàng)意制造工場，獲獎(jiǎng)數(shù)幾乎與產(chǎn)出同量（B-Reel Awards）, 更是TheFWA上無可爭議的王者（Profile: Top 100 most awarded）.

Petter Westlund: B-Reel & B-Reel Films聯(lián)合創(chuàng)始人，B-Reel首席創(chuàng)意總監(jiān)。畢業(yè)于斯德哥爾摩大學(xué)行為科學(xué)(Behavior Science)、設(shè)計(jì)與工程技術(shù)三門專業(yè)，畢業(yè)后就進(jìn)入數(shù)字廣告行業(yè)至今，在B-Reel之前，曾就職于紐約的代理商Media Farm以及斯德哥爾摩的PR代理公司JBAB。1999年，與另兩位合伙人共同成立B-Reel，故事就此展開。

采訪&文字&翻譯: Vivian Peng
(原創(chuàng)內(nèi)容, 轉(zhuǎn)載請務(wù)必注明來自數(shù)英網(wǎng))

寫在采訪前面的話

就在上兩篇采訪剛剛結(jié)束至今為止，我們又看到B-Reel的項(xiàng)目名列中多了不少優(yōu)秀的新作，包括Magnum Pleasure Hunt 2，Hitchhike with a Like，Google Maps Cube Game…… 目前B-Reel在全球擁有四大分公司: 瑞典斯德哥爾摩，英國倫敦，美國紐約，以及洛杉磯，共有120名左右的員工。旗下?lián)碛袃纱笫聵I(yè)部門：B-Reel Production以及B-Reel Films。 但就在我們制作本期采訪的過程中，又意外得知了一個(gè)讓我們意外卻又在意料之中的消息：B-Reel宣布成立全新的事業(yè)部門——B-Reel Products ，是的，他們要進(jìn)軍產(chǎn)品開發(fā)和制造領(lǐng)域了。可這并不算那么意外，B-Reel早就已經(jīng)擁有不少可以稱之為產(chǎn)品的作品了，Mind Scalextric腦控賽車都是最典型的例子。從初期內(nèi)部的研究開發(fā)，到產(chǎn)品成型、內(nèi)部測試，直到應(yīng)用于項(xiàng)目實(shí)踐，B-Reel足具備了產(chǎn)品制造的能力。其實(shí)，所有制作公司，包括國內(nèi)不少團(tuán)隊(duì)，何嘗不是同樣具備這樣的能力呢？關(guān)鍵在于，想不想和怎么做。

B-Reel Project: http://www.b-reel.com/digital/projects/

對于B-Reel的優(yōu)秀我們不需要再多贅述。不得不說的是，B -Reel是一家讓我們意外的制作公司，在此之前，我們并不會(huì)真正去思考，數(shù)字廣告制作方究竟對于一個(gè)項(xiàng)目能有多少價(jià)值，制作方對于創(chuàng)意代理商，Leading代理商，客戶來說，價(jià)值可以發(fā)揮到多大的程度？ 數(shù)字廣告讓一群深諳技術(shù)又懂廣告，但一直處于項(xiàng)目光彩背后的制作團(tuán)隊(duì)逐漸走到了前臺，可是，具體該怎樣走？究竟是否存在一種能夠復(fù)制或是能夠借鑒的成功運(yùn)作模式？多大程度上可以為我們自己所用？我們是否可以從中借鑒些什么？

希望以下的對話能夠幫助我們找到部分的答案.

Q: 數(shù)英網(wǎng)
P.W.: Mr. Petter Westlund

Q： 非常高興見到您，首先請您給大家介紹下您自己。

P.W. : 自從我接觸工作以來，一直喜歡那種擁有來自不同專業(yè)領(lǐng)域和工作背景的團(tuán)隊(duì)環(huán)境. 就像今天B-Reel的情況一樣，在任何時(shí)候，我都喜歡強(qiáng)調(diào)這一點(diǎn)。回首1999年，在我和另兩位合伙人，Pelle Nilsson, Anders Wahlquist一起成立了B-Reel至今，一路我們擁有的經(jīng)驗(yàn)其實(shí)很簡單： 設(shè)計(jì)+動(dòng)畫+編程+一個(gè)永恒不變的團(tuán)隊(duì)理念, 就是這些帶領(lǐng)B-Reel走到今天。

1. Production: in New Era 數(shù)字時(shí)代廣告制作的新觀

Q： 媒介，創(chuàng)意/策略，制作，這是數(shù)字廣告的三大構(gòu)成支柱。在您看來，作為制作公司，在數(shù)字廣告中扮演的是怎樣的角色，其價(jià)值該是什么？

P.W. : 我們認(rèn)為，數(shù)字廣告的創(chuàng)意和新的洞察觀點(diǎn)常常可以在制作方以及媒介方身上誕生。這是與數(shù)字廣告行業(yè)本身的特性有關(guān)的。不同于傳統(tǒng)的電視廣告，平面廣告的制作，也已有一套公認(rèn)的較為標(biāo)準(zhǔn)普遍的作業(yè)與執(zhí)行流程規(guī)范與操作標(biāo)準(zhǔn)，可數(shù)字互動(dòng)廣告則更為復(fù)雜，我們不認(rèn)為數(shù)字廣告的制作會(huì)走向和傳統(tǒng)一樣的一方方向： 固定的模式，與創(chuàng)意相獨(dú)立并且附屬于創(chuàng)意而存在??絕不是這樣的。數(shù)字廣告依賴于新技術(shù)的應(yīng)用，無論是創(chuàng)意的過程，或是創(chuàng)意實(shí)現(xiàn)的過程，都需要整體的知識實(shí)踐和相應(yīng)的迭代。這是一個(gè)流動(dòng)的不可分割的整體。數(shù)字廣告項(xiàng)目的每一個(gè)過程階段，每一個(gè)環(huán)節(jié)之間的界限業(yè)已消弭。

Q : 隨著電視技術(shù)和信息技術(shù)的發(fā)展，數(shù)字營銷和互動(dòng)廣告?zhèn)鞑パ杆籴绕穑蔀槠放茽I銷領(lǐng)域的重要部分。可是，數(shù)字媒體本身處于不斷快速地變化之中，這種快速變化的大環(huán)境是否對于制作方來說意味著更大的挑戰(zhàn)呢？

P.W. : 當(dāng)某個(gè)領(lǐng)域本身擁有極快的發(fā)展速度，隨之而來的一個(gè)大問題就是合理標(biāo)準(zhǔn)和規(guī)范的缺失。此外，也會(huì)帶來另一個(gè)挑戰(zhàn)，就是項(xiàng)目過程中每一個(gè)環(huán)節(jié)由于不同的專業(yè)領(lǐng)域而導(dǎo)致的相互不理解，于是整個(gè)過程無法緊密地銜接，導(dǎo)致問題重重。這些都是我們眼前所面對的，也是一直以來面對的主要挑戰(zhàn)。

但是總的來說，整個(gè)行業(yè)還是在不斷地進(jìn)步，我們還是比較樂觀的。我們看到整個(gè)行業(yè)都在逐漸地適應(yīng)數(shù)字行業(yè)不斷變化的特征，并且逐漸地有了較好的解決方案。

Q: 有不少比較大型的代理商都會(huì)擁有自己的一支制作執(zhí)行團(tuán)隊(duì)，在您看來，作為一家的制作公司存在和作為代理商公司的一個(gè)部分，這兩種存在形式本質(zhì)上有什么區(qū)別？對B-REEL來說，作為一家整合型專注于數(shù)字創(chuàng)意制作執(zhí)行的公司，與其他存在形式相比有什么明顯優(yōu)勢？

P.W. : 在我們看來，根本不存在第二種生存方式。我想問題的關(guān)鍵原因還是在于“專注”二字。Production對于我們來說就像衣食父母，一路走來，都是在這個(gè)土壤中獲得養(yǎng)分，得以成長，我們立足于Production，這是我們永恒不變的專注領(lǐng)域。如果是在一家大型的綜合Agency環(huán)境下，我認(rèn)為很難做到專注,所以，我們希望擁有一個(gè)持續(xù)專注于這一領(lǐng)域的團(tuán)隊(duì)環(huán)境， 這能給我們更大的學(xué)習(xí)與拓展空間。

此外，更重要的是，作為獨(dú)立的Production公司，我們擁有主動(dòng)權(quán)，有能力為自己爭取作為Production在整個(gè)項(xiàng)目與權(quán)力。對于我們來說，從來不考慮其他的存在形式。

2. B-Reel: Integrated Production  整合時(shí)代下的新型數(shù)字制作團(tuán)隊(duì)

Q: 讓我們回到1999年，當(dāng)時(shí)您是抱著怎樣的想法和目標(biāo)成立了B-Reel？從當(dāng)時(shí)直到現(xiàn)在，B-Reel一路走來，您認(rèn)為收獲的最大的經(jīng)驗(yàn)是什么？

P.W. : 1999年時(shí)期的互動(dòng)廣告幾乎還處于初生的狀態(tài)，我和B -Reel另外兩個(gè)合伙創(chuàng)始人 Anders, Pelle 幾乎是不謀而合。我們都覺得應(yīng)該能創(chuàng)造出一些具有更強(qiáng)體驗(yàn)性，更有影響力的更新鮮有趣的體驗(yàn)型的廣告創(chuàng)意。

此外，當(dāng)時(shí)我們非常好奇，如果把影像，動(dòng)畫與互動(dòng)技術(shù)相互結(jié)合起來，會(huì)不會(huì)有新的火花？我們就本著這種探索的心態(tài)，一直嘗試創(chuàng)造出不一樣的作品。這是我們創(chuàng)立B-Reel最初的想法。

我們?nèi)齻€(gè)合伙人有各自不同的專業(yè)背景和從業(yè)經(jīng)驗(yàn)：Anders有經(jīng)營企業(yè)的經(jīng)驗(yàn)，Pelle曾從事于影視制作，而我在很早之前就在數(shù)字互動(dòng)廣告行業(yè)工作了。

不同的經(jīng)驗(yàn)和專業(yè)背景結(jié)合在一起的時(shí)候，會(huì)碰撞出新鮮好玩的東西，這也逐漸塑造出B-Reel的作品至今一貫持有的風(fēng)格和特點(diǎn)。

自左往右:Pelle Nilsson, Petter Westlund, Anders Wahlquist

Q: 跟我們介紹一下B-REEL目前的公司規(guī)模吧？ 具體是由哪些職能部門構(gòu)成的？

P.W. : 目前我們在全球有四家分公司，共計(jì)120名左右的員工，公司旗下有兩大事業(yè)團(tuán)隊(duì)：數(shù)字制作和商業(yè)影視動(dòng)畫制作。另外，最近公司剛剛成立了第三支全新的事業(yè)團(tuán)隊(duì)——B-Reel產(chǎn)品團(tuán)隊(duì)。我們打算進(jìn)軍數(shù)字通信產(chǎn)品的開發(fā)制造領(lǐng)域，我們擁有一群非常很有天賦，并且強(qiáng)大技術(shù)背景的優(yōu)秀人才，他們在一起幾乎每天都會(huì)有成天上萬個(gè)不同的新點(diǎn)子和想法在他們的腦子里冒出來，有很多很不錯(cuò)的想法卻無法立即應(yīng)用于手頭的項(xiàng)目，總不能讓好點(diǎn)子浪費(fèi)吧。如果不搞個(gè)專門的產(chǎn)品開發(fā)事業(yè)部門出來讓他們把那么多點(diǎn)子實(shí)踐出來，我實(shí)在想不出其他的好辦法對付那么多天馬行空的奇思妙想了。

Q: 作為一家整合性的制作公司，你們是以怎樣的流程工作的？有沒有一套比較固定的標(biāo)準(zhǔn)？

P.W. : 絕大部分情況下，工作流程都是因項(xiàng)目而異的，影視制作，或者M(jìn)obile項(xiàng)目，都會(huì)有所有不同。但大致上我們工作的總體流程和內(nèi)容都可以在Stndrd (互動(dòng)中國曾經(jīng)做過此網(wǎng)站的專門介紹:詳見Link) 網(wǎng)站上了解到。這是我們與其他幾個(gè)制作公司伙伴一起合作創(chuàng)建的開源平臺，我們把各自的工作方法與規(guī)范在該平臺上與所有人分享，并且與大家一起在平臺上交流關(guān)于數(shù)字互動(dòng)制作的話題。

盡管如此，我們對于所有項(xiàng)目的制作上都會(huì)秉承一個(gè)關(guān)鍵的共識和原則：制作團(tuán)隊(duì)需要盡可能地去融入整個(gè)項(xiàng)目的每一個(gè)階段。我們希望項(xiàng)目團(tuán)隊(duì)的每一個(gè)人都能最大程度地融入項(xiàng)目，為項(xiàng)目貢獻(xiàn)自己的能力，并且盡最大可能地減少公司內(nèi)部的上下等級。

Q: 就我們所知，很多時(shí)候制作執(zhí)行團(tuán)隊(duì)是不參與項(xiàng)目的創(chuàng)意策略階段的。B-Reel有遇到過這樣的情況嗎？ 怎樣才能使制作執(zhí)行團(tuán)隊(duì)更好地與創(chuàng)意團(tuán)隊(duì)以及其他團(tuán)隊(duì)協(xié)作于項(xiàng)目？作為執(zhí)行制作團(tuán)隊(duì)，該如何去影響代理商以及甲方客戶呢？

P.W. : 當(dāng)然這也是因項(xiàng)目而異的，我們也會(huì)遇到這樣的情況。但總體上我們作為制作團(tuán)隊(duì)會(huì)盡可能地對每一個(gè)參與的項(xiàng)目作出我們的貢獻(xiàn)。我們相信與我們合作過的代理商，甲方客戶都對于我們提出的創(chuàng)意和建議表示認(rèn)同和認(rèn)可。

我們會(huì)提出我們認(rèn)為最好的點(diǎn)子和我們的經(jīng)驗(yàn)與建議，拿出來與代理商以及客戶分享，一起商討，這是B –Reel一直堅(jiān)持在做的。當(dāng)然，與此同時(shí)，在提出其他方面建議和想法的同時(shí)，最重要的是，我們至始至終絕不會(huì)因此而顧此失彼影響執(zhí)行層面的工作質(zhì)量。讓本職的執(zhí)行制作工作能夠始終達(dá)到讓自己為之驕傲的水平。

3. Team-working & Leadership 團(tuán)隊(duì)協(xié)作與領(lǐng)導(dǎo)力管理

Q: 貴司擁有一群非常有才的極客人才，管理起來是不是會(huì)比較有挑戰(zhàn)？我們知道B-REEL在人才方面一直頗有獨(dú)到的魅力和經(jīng)驗(yàn)，團(tuán)隊(duì)一直保持活躍，充滿生趣和激情的氛圍，團(tuán)隊(duì)協(xié)作起來也非常出色，可以與我們分享在團(tuán)隊(duì)管理上的經(jīng)驗(yàn)嗎？

P.W. : 我們非常注重團(tuán)隊(duì)協(xié)作。因此，我們會(huì)在挑選人才的階段非常嚴(yán)格地進(jìn)行選擇，凡是加入B-Reel的人才，不僅需要擁有出色的個(gè)人才能，更需要擁有優(yōu)秀的團(tuán)隊(duì)協(xié)作能力，善于融入團(tuán)隊(duì)，善于與他人協(xié)作。這非常重要。

Q: 我們相信，每一個(gè)緊密協(xié)作的優(yōu)秀團(tuán)隊(duì)，其背后都擁有一個(gè)強(qiáng)大的共同信念與志向作為支撐。不知道B-REEL團(tuán)隊(duì)背后的共同信念是什么呢？

P.W. : 我們一直渴望做一些從未做過的新嘗試，當(dāng)我們面對一些非常復(fù)雜棘手的項(xiàng)目的時(shí)候，我們則會(huì)一起找出一種最直接簡單的應(yīng)對方法。B -Reel的團(tuán)隊(duì)是建立在彼此相互尊重對方，尊重彼此才能的基礎(chǔ)之上。每一個(gè)人在項(xiàng)目中都要求樂于貢獻(xiàn)自己的能力。在項(xiàng)目中，我們關(guān)注每一個(gè)細(xì)節(jié)，因?yàn)槲覀兌枷嘈牛?xì)節(jié)決定成敗。

除此之外，我認(rèn)為B -Reel團(tuán)隊(duì)成員最大的共同點(diǎn)就是“好奇心”，我們每一個(gè)人都保有對一切新事物的強(qiáng)烈好奇心。我們不滿足于已有的這些成就和作為，我們每一個(gè)都不會(huì)甘于每天做重復(fù)的事情。我們把自己的工作看做是一場永遠(yuǎn)探索不完學(xué)習(xí)不盡的旅程。

Q: 您在先前提到了貴公司內(nèi)部會(huì)盡可能地減少上下等級關(guān)系，讓我想到了先前我們曾經(jīng)做的關(guān)于“扁平式”組織機(jī)構(gòu)管理方式存在的一些隱患和缺陷，有時(shí)候會(huì)不利于創(chuàng)意型領(lǐng)導(dǎo)者的培養(yǎng)和發(fā)掘，您對于此是如何看待的？

P.W.:  我們非常推崇組織結(jié)構(gòu)扁平式的管理方式（We do believe in a flat organization）。B-Reel誕生于瑞士斯德哥爾摩，瑞士想來是一個(gè)推崇團(tuán)隊(duì)與合作的國家，當(dāng)然。扁平化有其弊端，但是我們一直以來把團(tuán)隊(duì)成員之間平等共事的方式作為公司的自然傳統(tǒng)。

目前在全球有四個(gè)分公司，每個(gè)分公司在規(guī)模上都不算大，保持小而精的狀態(tài)。扁平式管理方式通常也更適合規(guī)模小的公司團(tuán)隊(duì)。但這并不意味著領(lǐng)導(dǎo)力的缺失，在每一個(gè)項(xiàng)目中，項(xiàng)目團(tuán)隊(duì)都會(huì)有一個(gè)具有極強(qiáng)項(xiàng)目領(lǐng)導(dǎo)能力的人作為項(xiàng)目團(tuán)隊(duì)的Leader，來把握整體的項(xiàng)目進(jìn)程情況。其實(shí)，有的人天然地就會(huì)有領(lǐng)導(dǎo)的潛質(zhì)，并且會(huì)逐漸得以發(fā)揮；也有的人本來就不喜歡做領(lǐng)導(dǎo)，所以在我們看來這種才能會(huì)自然而然地得到發(fā)展。在B-Reel，沒有人把自己當(dāng)做領(lǐng)導(dǎo)，但我們相信每一個(gè)人都具備領(lǐng)導(dǎo)和管理的潛力。

我們一直會(huì)給予團(tuán)隊(duì)的成員以充分的信任。我們期待每一個(gè)人發(fā)揮更多的潛能。在一個(gè)項(xiàng)目中，我們提倡每一個(gè)人都應(yīng)該抱有一種對項(xiàng)目整體的責(zé)任感，而不僅僅是專注于自己的工作職責(zé)部分。只有在做好這一點(diǎn)的基礎(chǔ)之上，才能保證自主寬松的工作環(huán)境不會(huì)帶來太多的負(fù)面影響。

B-Reel Family

4. Blending New Technology & Advertising  新技術(shù)交叉點(diǎn)上的創(chuàng)新傳播理念

Q： B-Reel團(tuán)隊(duì)一直深諳最新的科技，并且善于將科技與創(chuàng)意做完美的結(jié)合，從而產(chǎn)生諸多有趣富有靈感的好作品。您是如何看待技術(shù)在今時(shí)今日的價(jià)值的？

P.W. : 人類歷史上，素來都對于科技發(fā)明的發(fā)展與未來趨勢有著強(qiáng)烈的好奇和求知欲。技術(shù)究竟會(huì)把我們帶去何方？這是個(gè)永恒的話題。

今時(shí)今日，科技無時(shí)不刻圍繞在人們周圍，成為人們生活的重要部分。作為數(shù)字廣告的制作人，在我們看來技術(shù)為我們的工作開辟了前所未有的突破空間，讓我們擁有更多工具去創(chuàng)造更多可能性。對于數(shù)字領(lǐng)域來說，技術(shù)，從來也永遠(yuǎn)是創(chuàng)意以及傳播溝通的一部分。

Q： 您如何看待新技術(shù)對于廣告?zhèn)鞑バ袠I(yè)以及對于個(gè)人的影響？

P.W. : 科技讓廣告和營銷獲得了前所未有的消費(fèi)者接近性，同時(shí)，品牌也獲得了更大程度融入人們生活世界的發(fā)展契機(jī)，這是前所未有的全新發(fā)展空間。

最讓我覺得興奮的是，技術(shù)的普及造就了品牌營銷更多機(jī)會(huì)，去創(chuàng)造真正對消費(fèi)者具有真正價(jià)值的東西，相對于從前單純地吸引消費(fèi)者注意力（steal attention）這一手段，是一個(gè)重大的飛躍和提升。讓我激動(dòng)地的是，今時(shí)今日在技術(shù)的助推下，營銷與人類生活的價(jià)值之間的界限已經(jīng)開始日漸消弭了。

同時(shí)，技術(shù)的進(jìn)步對于我們個(gè)人來說也受益無窮：在正確的動(dòng)機(jī)之下，技術(shù)讓人類獲得了無窮無盡的學(xué)習(xí)和探索機(jī)會(huì)，在此過程中，人類自身也獲得了進(jìn)步。我真的認(rèn)為，今天的人們正處于另一個(gè)全新的文藝復(fù)興時(shí)期，人類獲得了思維與精神文化上的重大激發(fā)。一直以來，科學(xué)，技術(shù)研究，以及生產(chǎn)制造是人類所有行為活動(dòng)的構(gòu)成部分。技術(shù)的不斷發(fā)展與人類的探索行為不可分割，技術(shù)不斷發(fā)展，也就意味著人類的探索空間無限。

人類的學(xué)習(xí)再也不僅限于青年時(shí)期，而是貫穿于人類的一生。舉個(gè)最簡單的例子，那些執(zhí)著于DIY的達(dá)人們，一輩子都在進(jìn)行著各種各樣的新奇的實(shí)驗(yàn)，倒騰做喜歡的東西，技術(shù)與人類自身是相互依存生生不息的關(guān)系。

Q : 那么多種類的技術(shù)領(lǐng)域，難道你們會(huì)允許自己的團(tuán)隊(duì)去花時(shí)間精力在任何種類的新技術(shù)研究上面嗎？ 該如何區(qū)分，什么樣的新技術(shù)科研領(lǐng)域是值得團(tuán)隊(duì)成員花費(fèi)時(shí)間精力投入的呢？

P.W. : 這也正是我們目前面對的一個(gè)挑戰(zhàn): 我們不斷思考，怎么樣讓內(nèi)部的這些研發(fā)實(shí)驗(yàn)項(xiàng)目能更有條理地也更有驅(qū)動(dòng)力地去運(yùn)作?最理想的狀態(tài)當(dāng)然是，正好有一個(gè)項(xiàng)目，剛好適合引用某個(gè)研究項(xiàng)目，這樣就有了機(jī)會(huì)讓研究項(xiàng)目的成員有了新的實(shí)踐和應(yīng)用機(jī)會(huì)。

比較讓人樂觀的是，我們現(xiàn)在有100多個(gè)在技術(shù)上有十足見地和專業(yè)技能的“專家”。大家不斷相互交流各種新技術(shù)開發(fā)和實(shí)驗(yàn)研發(fā)項(xiàng)目，這給了每一個(gè)人更多思維靈感和開拓的機(jī)會(huì)。

Q : B-Reel有考慮過出自己的產(chǎn)品嗎？（當(dāng)我們采訪的時(shí)候，還并未得知B-Reel成立了產(chǎn)品事業(yè)部的消息）

P.W. : 是的，我們正有開發(fā)和制作B-Reel自有產(chǎn)品的計(jì)劃。正如之前提到的，我們剛剛成立了B-Reel產(chǎn)品事業(yè)部 B-Reel Products，我們打算做一些廣告項(xiàng)目之外的更廣泛領(lǐng)域的新產(chǎn)品。其實(shí)在我們做項(xiàng)目的同時(shí)，我們也一直在制作數(shù)字化虛擬的產(chǎn)品以及真正能應(yīng)用于生活的產(chǎn)品。所以，我們相信產(chǎn)品部門對于原有的項(xiàng)目制作事業(yè)會(huì)是相輔相成的。產(chǎn)品事業(yè)部也將會(huì)為品牌主帶來更多形式和價(jià)值的數(shù)字解決方案。

B-Reel Products: http://b-reelproducts.com/

（特別補(bǔ)充：曾經(jīng)我們采訪過的B-Reel創(chuàng)意總監(jiān)Riccardo Giraldi目前還擔(dān)任B-Reel Products的負(fù)責(zé)人，在本期的戛納國際廣告節(jié)上，Riccardo與Petter Westlund一起將作為演講嘉賓，有興趣的話可以關(guān)注下。B-REEL: EXPERIMENTING AT THE EDGE OF DIGITAL: ROBOTICS, BRAIN WAVES AND NEW USER EXPERIENCES）

5. Talents Seeking 關(guān)于人才選擇

Q： 如今的企業(yè)家們都把創(chuàng)意能力作為人才審核最重要的指標(biāo)之一，但是，如何正確地判斷人才的創(chuàng)意能力呢？B-Reel是如何挑戰(zhàn)適合自己的人才的？可以具體介紹一下嗎？

P.W. : 我們最看重的是人才的團(tuán)隊(duì)協(xié)作能力。 必須是一個(gè)善于融入團(tuán)隊(duì)合作的人， 而不是一個(gè)專注于自我的人。當(dāng)然，我們喜歡擅長于不同領(lǐng)域不同專業(yè)出身的人才。但前提還是必須善于在團(tuán)隊(duì)中發(fā)揮才能、

此外，對于我們所做的工作有極大的熱忱。當(dāng)然，還需要有優(yōu)秀的專業(yè)技能。并且，擁有快速的學(xué)習(xí)能力，對于不斷變化的環(huán)境有良好的適應(yīng)性和自我提升的主動(dòng)性。

6. China 關(guān)于中國市場

Q： 是否有來自中國的代理商或者甲方客戶找你們進(jìn)行過合作？

P.W. :我們前不久剛和奧美北京合作了一個(gè)影視制作項(xiàng)目。其他的抱歉目前還無法說太多。

Q : 近期是否有任何與中國市場有關(guān)的計(jì)劃？

P.W. : 中國是一個(gè)非常有趣的國家，我們非常期待能有更多機(jī)會(huì)與中國的伙伴合作。

Q：非常感謝您接受我們的采訪！

<采訪結(jié)束>

Take-outs 采訪要點(diǎn)提煉：

• 作為獨(dú)立的制作執(zhí)行公司，專注于Production領(lǐng)域，在項(xiàng)目中擁有主動(dòng)權(quán)，爭取作為制作方的權(quán)利，發(fā)揮價(jià)值。Being foucus and being independent , to blaze own trail.

• 制作團(tuán)隊(duì)需盡可能地融入整個(gè)項(xiàng)目的全過程。項(xiàng)目團(tuán)隊(duì)成員需要最大程度地融入，為項(xiàng)目貢獻(xiàn)能力。公司內(nèi)部盡可能地減少上下等級。
  We keep the whole team involved throughout the whole process as much as possible. We want everyone to contribute to the work, and try to minimize hierarchies within the company.

• 制作方在保證制作執(zhí)行部分工作質(zhì)量的前提下，善于與代理商和客戶分享經(jīng)驗(yàn)，提出建議，一起商討。
  Share the experience and knowledge with agencies and clients to contribute to project, while being pride in the executional part as well.

• 團(tuán)隊(duì)建立在彼此相互尊重的基礎(chǔ)之上，讓每一個(gè)人在項(xiàng)目中都需要樂于貢獻(xiàn)出自己的能力。關(guān)注細(xì)節(jié)。把自己的工作看做是一場永遠(yuǎn)探索不完，學(xué)習(xí)不盡的旅程。
  Our teamwork is built on respect for each other and the skills we have, the craft that goes into our work. Do not stick to what we already know and do the same thing over and over, regarding work as a never-ending learning experience

• 給予團(tuán)隊(duì)成員以充分的信任, 對其抱有期待。提倡每一個(gè)人應(yīng)抱對項(xiàng)目整體的責(zé)任感，而不僅僅是專注于自己的工作職責(zé)部分。
  We put a lot of trust in people. We also expect a lot from people. You have to take responsibility for more than just your specific part of a project.

• 嘗試有計(jì)劃有組織有正確目標(biāo)驅(qū)動(dòng)的前提下進(jìn)行內(nèi)部的新項(xiàng)目研究開發(fā)。
  We’re constantly thinking about how to make more structured and purpose-driven R&D.

• 人才重要標(biāo)準(zhǔn)：善于在團(tuán)隊(duì)中發(fā)揮才能、善于團(tuán)隊(duì)協(xié)作是首選標(biāo)準(zhǔn)，其次是有能力。 此外，要對工作保有熱忱 ，且擁有快速的學(xué)習(xí)能力.
  We look for team players, with low prestige, and you have to have a passion for the field we work in. Besides, having the potential to learn new stuff.

Links:

B-Reel: http://www.b-reel.com/
B-Reel Films: http://www.b-reel.com/commercials/
B-Reel Products: http://b-reelproducts.com/
B-Reel Group: http://b-reelgroup.com/

***********************************************************

English Original:

Interview with Mr. Petter Westlund, Chief Creative Officer & Founding Partner at B-Reel

Q: 數(shù)英網(wǎng)
PW: Mr. Petter Westlund

Q: Hey, Mr. Westlund, thanks for talking with us. First of all, please introduce yourself to us briefly.

PW: I’ve been working in, and am really interested in pretty much all the different disciplines that we house within B-Reel. Design, animation, programming and always all along the way: the conceptual side. In 1999 I founded B-Reel with Pelle Nilsson and Anders Wahlquist, and we’ve been on a great ride ever since.

Production: in New Era

Q: Media, Creative/Strategy, Production, these are three major parts within a Marketing/Advertising project system. What are the value and role that production should play within the system?

PW: Our opinion is that when working in digital lots of ideas and insights can be had in production, closer to the medium. Maybe in earlier eras, production was more of a simple, executional step. There just wasn’t that much to it. With digital it seems to be a bit more involved. It feels better to have a less compartmentalized structure, and to work with processes that are less static and more iterative, blurring the boundaries between parts/steps of a project.

Q: Today, digital claims a prominent role at every marketer’s plan. However, digital media is evolving at an accelerating pace. What is its impact on production side? What is the key challenge and requirements for production part today?

PW: When a field is evolving fast, there can be a lack of standards and conventions. And there’s a risk of misunderstandings due to this and different levels of knowledge among the parties in a project. These are definitely some of the challenges we are facing. However I think there’s been a great improvement in the industry. It is not necessarily that the pace of evolution is slowing down, but we are getting accustomed to being in a field that is under constant change, and learning how to deal with it.

Q: Most agencies have their own production team/dept. What is the fundamental differentiation between being a production company and being one part of a big agency group? To B-Reel, what is the major advantage that being a production company on its own has, comparing to the other formability?

PW: I’ve never seen the other side, but I’m guessing it is a question of focus. We eat, breathe and live production. It is at the core of what we do since day one. It seems like it must be harder to create that focus being a production team at a larger agency, where you have a much wider field of operation, and a different background. Also, being independent means we can blaze our own trail. There are no other considerations except what inspires us and where we want our company to go.

B-Reel: Integrated Production

Q: Back into 1999, when B-Reel was found, what is the idea and objectives behind at that time? And what are today’s? What are the major changes B-Reel has experienced during the time being?

PW: Back in 1999 digital advertising was still in its infancy. We just felt there should be a way to create stronger experiences, stuff that had more impact and was more interesting. Specifically we wanted to explore how we could combine the fields of film and animation with interactive technology. We were three founders, Anders, Pelle and me. Anders has a background as an entrepreneur. Pelle worked in Film and TV production. I came from the digital side. Our output reflects our mixed backgrounds.

Q: What is your company scale? How many people does B-Reel have now? Would you mind sharing the teams’ major divisions of functions in company?

PW: We’re around 120 people split into four offices. We have a digital production side, and a commercials/film side, and just recently we have a new member of the family, B-Reel Products. This is our venture into the world of Products and IP. We have a lot of talented people onboard, and there are so many ideas that aren’t met by a client brief. This is a way to create an outlet for those ideas.

Q: What is the myth behind B-Reel’s integrated production work? What is your work flow? How do you structure team to deal with a single project in order to make the process effective and integrated enough? Do you have any special methodology?

PW: It depends a lot on the project. If it has film components, if its mobile etc. We work according to a process that is pretty much what is up at http://stndrd.org/, an open source initiative from us and a bunch of other companies to create standards in digital production. Other than that, just trying to use common sense: We keep the whole team involved throughout the whole process as much as possible. We want everyone to contribute to the work, and try to minimize hierarchies within the company.

Q： There are cases in ad industry, that production team/company is not involved in the creative idea/concept generating stage, what is the case at B-Reel? How do you normally working together with agency and advertiser? How to make impact, to the project, to agencies, and clients, from a production company’s point of view?

PW: It’s different from project to project, but generally I think we contribute quite a lot. I believe agencies and clients we work with appreciate us contributing to the idea, and that is why they come to us. With the amount of projects we produce every year we have a lot of experience and knowledge to bring to the table. However, we do put a lot of pride in the executional part as well.

Team-working & Leadership

Q: Managing a group of talented “Geeks” with diversified background is really a tough job indeed. However, B-Reel seems is doing very well on this. Creating your people a very energetic, fun, and harmonious working atmosphere. What are the myths behind?

PW: We focus a lot on creating teams that work well together at our offices. We are pretty picky about who we bring in. Not only do we want really talented people, we also want them to be good team players, and fun to hang out with.

Q: A good company, a well-structured team is, as we believe, based on common beliefs and shared interests. Would you like to share with us what are the common beliefs and shared interests B-Reel people have?

PW: We often try to create stuff we haven’t done before, and this can lead to pretty complex projects. To pull them off it’s key that we can work together in a straight and smooth way. Our teamwork is built on respect for each other and the skills we have, the craft that goes into our work. This goes down to the tiniest parts of a project, you really have to appreciate those tiny details too. But above all I think that curiosity is a common trait among b-reelers. We don’t want to stick to what we know already and do the same thing over and over. We see our work as a never-ending learning experience.     

Q: Regarding the management and leadership aspects. Many modern companies are using flat organization method internally. It generates great advantages for sure. However, flat structure method is, sometimes not good for creating great leaders(link). What is B-Reel's condition? What are your ideas on this topic?

PW: We do believe in a flat organization. It might have to do with our company starting out in Sweden, and that Swedes tend to be teamwork-oriented and collaborative. I’m sure there are drawbacks too, but for us it is a natural part of who we are, and a core part of our culture.    Since we are split into four offices, each office being fairly small, it’s maybe a bit easier for us to maintain the feel and vibe of a smaller organization. Regarding leaders, I think is a pretty natural process for us. Some people will develop organically into leadership roles. Others might not be thinking of themselves as leaders, but if we see potential we try to provide the right conditions to help them develop that side.    We put a lot of trust in people. We also expect a lot from people. You have to take responsibility for more than just your specific part of a project. And then we can have a looser structure.     

Blending New Technology & Advertising

Q: B-Reel is putting out a series of creative technology mash-up projects, all of which are damn cool, beyond people's imagination, especially, combining different cutting-edge technologies. Seems you put new technology on very top priorities. Why technology matters?

PW: People through the ages have been fascinated by where our own inventions and creativity can take us. Technology surround us, it is a big part of our lives. And from our perspective as producers, it has become so much more available to work and experiment with. So it is a natural area to explore for creative and marketing purposes.     

Q: To your perspectives, what influences that new technology will has to advertising / marketing industry in future?

PW: Technology is allowing advertising and marketing to get closer to the consumer. Brands can adapt to and live in the world and activities of people too a much deeper extent than ever before.    In advertising, I find it exciting that this ubiquity of technology creates an opportunity to provide real value for consumers, as opposed to just “steal attention”. That’s the most interesting scenario for me, when the border between marketing and real, personal benefits is blurred.     

Q: Let's down to some of technologies you are playing with, Mind control, Human Computer Interaction, robots... These are having a big resembles with computer science experts is working on. I think science experts would have never considered blending their tech into advertising applications at all... Share with us B-Reel's thoughts on how new technology can be added values to advertising? What is inherent relationship between two areas?

PW: It think what we’re doing in advertising is just following along with a bigger shift in the world: Technology making a lot of fields accessible, that were out of reach before. Sciences and research, crafts, manufacturing – basically all areas of human activity. You can learn and get involved in so many new areas that used to be hidden inside institutions, or out of reach and inaccessible behind formal education requirements. With this comes a new insight: There’s almost no limit to what we can learn, with the right determination. We’re in a renaissance age, where you can be well versed in many fields, and flexible and learn many things throughout your life, not just in your youth. In the same empowering DIY spirit, I think advertising can be an arena for experiments within these now-available fields. The results have to be relevant and have an audience of course.     

Q: I don't believe that you allow your people doing research on all of the new technologies. How you judge one specific technology owns the potentialities so that worth spending time on it?

PW: This is a challenge. We’re constantly thinking about how to make more structured and purpose-driven R&D. The ideal scenario for us has always been when a project turns up that gives us the chance to dive into a new field that we need to research. The good thing is that we now are more than a hundred people who are really into this space. It gives us a lot of “tentacles” for finding and picking up interesting things.     

Q: Has B-Reel considered producing products via your technology and production abilities? Any new and fresh products that can be ready for people to use in daily life?

PW: Yes, and we are doing it now with B-Reel Products. We will create products in broad sense. Our projects might be standalone ideas that will turn into digital or “real life” products. We’re also helping other people and brands develop their ideas within this space.     

Talents Seeking

Q: There was a survey from IBM's institute for Business Value showed that CEOs value "Creativity" as the most priority on leadership competency evaluation. Compared with other elements as: operational effectiveness, influence, or even dedication.  How B-Reel seeks talents? What is your most required characters? Would you take judging creativity as an example to share how you test/ask applicants during the interviews?

PW: Since we are very team oriented, we look a lot at the right type of personality. We look for team players, with low prestige. Basically, no prima donnas. And you have to have a passion for the field we work in. Of course it is important to have good skills, but it is more important that you can work together in a team scenario, and that you have the potential to learn new stuff as we go along. The stuff we do is constantly evolving, so chances are what you know today will be outdated pretty soon. Better then to be a person who quickly picks up new things and likes to evolve.     

China

Q: Are there any agencies or advertisers have been looked for B-Reel to projects?

PW: We just had shoot for a film project with Ogilvy Beijing. Other than nothing I can comment on yet.

Q: Does B-Reel have plan towards China in near future?

PW: China is a super-interesting country and we are definitely hoping to work there more.

Q: Thanks very much! We are honored and appreciated for talking with B-Reel!

Vivian Peng @ DamnDigital