Just weeks into a global lockdown that has left many unable to leave the confines of their homes, the concept of being able to organise and shoot an advertising campaign anywhere in the world feels alien.
For the first time in history, brands cannot just call upon a sun-drenched landscape or a metropolis bustling with life to help them sell the idea of their product. Now, creativity sits far closer to home.
With shoots cancelled or postponed for the foreseeable future, as with any challenge, there are those who reimagine it as an advantage.
In the UK, which is in its fourth week of lockdown, creatives have had to overcome the hurdle imposed by an inability to venture out, unless for one exercise a day or a coveted visit to the supermarket.
One week in, Engine shot a chilling film for Women's Aid that used videos shot during daily excursions in London to show how empty streets mean abusers are now locked in with their families.
For car brands, advertising the joy of cruising a fine motor around roads carved perfectly through valleys feels not only taunting and irresponsible, given driving for the sake of it is not ‘essential.’ Created overnight, Porsche reused existing materials to urge drivers to stay in, despite the beautiful weather and empty roads.
Over in the US, Apple is aware of the part its products are playing in helping people stay both connected and creative, creating ‘Creativity Goes On’ over two weeks – a montage of the different ways people are using its tech during lockdown.
We've handpicked the most inventive creatives to be created from lockdown, thus far.