John Mouratis 🎬’s Post

Happy Friday to everyone apart from those who comment 'Well said' on my LinkedIn posts.

When things are quiet freelancers might accept lower paid jobs. It’s stressful and can feel like a step back. I want you to know that there are companies out there (including Storyflow) that try to pay you more than usual when the industry is slow. I don’t see an opportunity to get discounts. I see it an opportunity to remind you the value you bring to our project.

The biggest GREEN flag in a client 🟢 They’re parents with young kids. 1. No time wasted—they’ve got plenty on their plate. 2. Strong focus on values and ethos—they care about the world their kids are growing up in. 3. No off-hours communication—weekends and evenings are strictly for family. 4. Super appreciative when you make things easier—any relief from their daily stress is a big deal. 5. They genuinely enjoy conversations beyond work—because while work matters, life outside of it does too. Do you agree?

Nike has released 19 major campaign videos in the last 4 months 🎯 They understand that the key to landing a message can be summed up in one word: Again... and again... and again.. Similar to Bruce Lee's quote: I admire any brand that finds 1,000 different ways to tell the same story. That’s exactly what Nike is doing right now. They choose ambassadors like LeBron James, Ja Morant, and Cinby Ngamba—all telling the same story. They choose scenarios—like stairs, joy, mornings, sunshine—all telling the same story. "Winning isn't for everyone" divided marketers and audiences. But that’s the mark of a good story—one that sparks debate. Through the power of repetition, Nike’s message becomes clearer, drawing one side (theirs) in stronger and faster.

I want hug from a loved one whenever I achieve something. That’s the type of person I am. ➡️ Not the super tough “I can do it on my own” type of guy. ➡️ Not the underdog hero who tries to fight against the whole world and prove them wrong. ➡️ Not the LinkedIn creator who will brag about their successes online, then lock their phone and continue hustling in a lonely environment. - To operate I want people to live with. - To compete I want people to win with. - To succeed I want people to share with. You know the people who can work 24 hrs, sacrifice everything to win, and do it all by themselves? Yeah, I am not that.

Creative companies that act like "yes" people will never thrive. Many teams are scared of AI. Many teams are scared of shrinking budgets. Many teams are scared of increasing competitions. Instead, they should really fear their own offering. Notice that workflow: 1. A brief comes in. 2. The creative team builds a proposal and budget based on the project’s needs. 3. Ideas are pitched to the client. 4. The client chooses the safest, least risky option. 5. Team stays quiet, afraid to challenge the decision or upset the client. 6. They hit every deadline, no questions asked. 7. The client realises plenty of other companies offer the exact same thing. 8. A younger, more agile, hungrier team comes in, underbids—and since the offering is identical, they win. No unique value. No leverage. You'll lose. Maybe it's technology, competitors or in-housing. But make no mistake - you will lose.

If I had a pound for every time a production company claimed they were the most creative... I could afford a decent horse for them to fall off of. A few things to note: - You are not the best production company out there. - You are not the most creative company out there. - You have not cracked the code on fast, cheap, and high-quality work. At best, your marketing lead doesn’t understand positioning. At worst, you’re desperate for clients and trying to win them by deceiving your leads—and yourself. Want to build a truly great brand as a creative company? - Produce impactful work. - Consistently gather case studies and social proof. - Educate and give value freely. - Build a culture where creatives thrive—financially too (no more £30k salaries for senior roles).

NEW production work for Ecover! Working with high-speed cameras is always a blast, and this was one of the smoothest shoot days we’ve had all year—big thanks to the incredible crew and client. Massive appreciation to Uncommon Creative Studio for having me, and to Emily for bringing me on board. Directed by Thomas Brown and produced by Rosie Woods. Have you spotted the OOH from this one anywhere? 👀

That's a space to be vulnerable. That's a space to be challenged. That's a space to play like a child. That's a space to stop playing. That's a space to care about the planet. That's a space to care about yourself. That's a space to get silly. That's a space to get wiser. That's a space to find friends. That's a space to find time alone. That's a space to see how big the world is. That's a space to see how small the world is. That's a community - and there is always space to be nothing but yourself. Thank you for another incredible weekend Undefinable Community. Made with ❤️

Is THIS the best Recruitment ad you’ve seen in a while? (Here's how) 1. Sarcasm. Most recruitment videos take themselves too seriously. They are focusing on company benefits and end up competing through visual quality, production scale, or media coverage. Sarcasm allows you to flip the script, refreshing the perspective without spending a lot - cutting through the noise. 2. Dialogue driven. From interviews, to standup meetings, and 1:1 feedback sessions getting hired and being part of a team involves a lot of conversations. See those as an opportunity to introduce sarcasm or other elements. No music also adds a raw feel. Cost-wise dialogue usually means lower production costs. 3. Visual exaggeration. Turn ideas up to 100 — whether it's a head in a plant pot or a miniature figure sitting on your shoulder. Does it looks normal? Absolutely not. But does it feel relatable? 100% as it visualises the feelings you’re going through at the time. 4. Short narratives. This ad could have merged the three stories into one, but that wouldn’t have worked. They function better as separate assets within a media plan. However, stringing them together also results in a clever and cohesive video—a good way to check creative alignment. 5. Multicultural. It is shot in Thailand. The visual exaggerations are a big part of overall Asian advertising. The raw sound work environment feels close to the West world who are influenced from series like the Office etc. Plus the slower pace is refreshing, as most commercials today are over the top, with no breathing room. How you feel about it? 🎥 Produced by Factory 01