Seems like the idea of a remake is a truly dead and buried concept. The last few years have seen the Hollywood movie industry convert itself from a factory that relies upon the fuel of remakes to one that is now building entertainment with a different philosophy. The word used each and every day over here to describe this new approach? Well that would be…re-imagining.

Re-imagining is a telling technique for our own industry in terms of providing experiences that go beyond our current frames of reference. A booth at a trade show is now no longer enough for a client, the presence of a trade show needs to be re-imagined by the creative lead agency. A website is not enough to engage the business audience, its purpose and value has to be re-imagined. A retail outlet can no longer be goods aligned on shelves and displays, a consumer wants a re-imagined experience.

A transformation is underway, as Optimus Prime would say….”One Shall Stand, One Shall Fall”. In a future of re-imaginings those left standing are those who have transformed.

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