Paper Moose, a 15-year-old digital video production agency, is marking its milestone anniversary by reflecting on its past and looking ahead to the future of the industry. The agency's journey began with a small team of entrepreneurs riding the wave of digital video production, leveraging the democratization of camera technology and editing software to compete with traditional production houses. Now, as it faces the next wave of AI automation, Paper Moose is focusing on the tasks that require intelligence and geist, a German word for the X-factor animating truly creative work. The agency believes that while AI will automate many tasks, the generation of great creative ideas will not be one of them. Instead, Paper Moose is developing tools like Moose Review, an AI creative testing tool that assesses the quality of creative against a framework derived from marketing science research. The agency is also building its own internal software platform, Portal, to automate agency intelligence work and free up capacity for geist thinking. Looking ahead, Paper Moose believes that the future of agencies will be built on a balance between human creativity and automated intelligence, with agencies becoming leaner, faster, and wilder. The agency is committed to staying at the forefront of this evolution, and is excited to see what the next 15 years bring.
