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Production Perspectives: Adaptive Production | 制作透视：适应是关键

Getting off the ground | 开启征程

Vincent Shiao (萧启炜) has always been responsive to the shifts, twists, and turns in the production industry.  He started Mili Films in his native country of Taiwan in 2000, and opened it in Shanghai in 2007.  The company thrived originally on Vincent’s reputation and connections to other Taiwanese working at 4A agencies in China.  Gradually, the company become known for its connection to famous Taiwanese directors, who were more comfortable working with Mili Films than local production companies.  When a client or an agency wanted reputable Taiwanese director, Mili Films became one of the production companies known for these connections.

广告行业传统结构不断变化，新科技的出现迫使每个人都要重新思考战略，如何才能跟得上潮流，制作公司也如此。

While continuing to produce traditional TVCs, Mili Films has taken on smaller budget projects to survive.  This decision is not an indication that Mili Films is settling but rather is emblematic of the increasing demand for a different type of video content.  Low budget mini films and clips for social media channels are in higher demand than the traditional million dollar production TVCs.

米立制作一边继续制作传统电视广告，一边为了生存也开始接一些小预算的项目。之所以接这些小项目，并不是米立安于现状，而是为了满足市场对各种不同类型视频内容的需求。低预算的迷你视频和社交媒体视频的需求量很大，已经超过了传统意义上的几百万美元的大制作广告的需求量。

Mili Films finds they are more frequently directly approached by clients now to enter a bidding process rather than the traditional method of agencies approaching them.  New brands lean towards this direct approach, cutting out creative agencies for obvious intentions of reducing costs and time.  While skipping out on the services of a creative agency is certainly enticing for the client, many production teams like Mili Films are starting to feel squeezed.

同时米立制作也发现，越来越多的客户都会直接找他们参与项目竞标，而传统意义上来讲，都是广告公司直接联络他们。一些创新新颖的客户更喜欢绕过广告创意公司，直截了当找到制作公司，显然，这样做是为了节省更多的成本和时间。诚然，这种做法当然对客户来说更为直接，但是米立制作和很多其他制作公司都觉得他们现在处在夹缝中，要承担起很多责任，不像以前有广告创意公司在中间协商。

Working with younger, innovative brands is certainly a double-edged sword.  It is gratifying to work with youthful, enthusiastic brands who don’t have preconceptions of how the production process is supposed to work.  Conversely, a younger brand’s lack of history and understanding of the creative process requires the Mili Films’ team to occasionally fill in those gaps.

跟年轻又创新精神的客户合作无疑是一把双刃剑。一方面，这些充满激情的年轻客户不会对制作过程充满成见，这当然是好事。但另一方面，这样的客户有时候缺乏经验，也不太懂得创意步骤，所以米立就要时不时给他们补补课。

Mili Films has quickly hopped on board another re-surging trend of Chinese client’s shooting abroad.  In the last two years they have shot in Tokyo, Sapporo, Hong Kong, Kuala Lumpur, Vancouver, LA, Iceland, Bulgaria, Istanbul, Bern, Cameroun, and Milan.  They work with post houses in Germany and Poland and use sound studios and editors from all over the world to get the best for their clients.

现在，很多中国客户都想要到国外拍摄广告，米立制作也顺势而行，等上这艘快船。过去一年里，他们的拍摄去过东京、札幌、香港、吉隆坡、温哥华、洛杉矶、冰岛、保加利亚、土耳其、伯恩 喀麥隆 和米兰。他们跟德国和波兰的后期制作公司合作，同时还跟全世界各地的音效工作室和剪辑师合作，以期为客户打造最好的作品。

Films shot abroad are often allotted bigger budgets but in reality can be cheaper to execute.  Production costs in China are rising, including the price of the crews, local directors, and location permits. It particularly makes sense to shoot abroad if the desired look for the spot is not unique to China.

海外拍广告分拨的预算一般都会更高一些，但实际上可能会给客户省钱。国内的制作成本逐渐上涨，包括拍摄团队，国内导演，场地租用等方方面面。尤其是不需要拍摄中国的画面时，前往海外拍摄更是一个明智的选择。不需要煞费苦心在国内创造一个类似国外的环境，前往海外寻找自然拍摄环境，反而更省钱省力。

“You have to try something new”

“敢于尝试”

A couple years ago Vincent opened up an animation company, Dancing Ink.  The company has been running for almost three years in Shanghai and focuses more on post production and feature film work than commercial projects.  While completely separate from the daily operations at Mili Films, the two companies certainly push each other to stay current on technology advancements in the industry.  Mili Films is hoping to try their hand at VR production or other exciting technologies if the appropriate project comes their way.

几年前，萧启炜在上海创立了自己的动画公司Dancing Ink。现在，公司已经运营近三年了，公司并不是主打广告项目，而是专注于后期和长电影制作 。Dancing Ink和米立虽然是各自独立运营，但却无疑会彼此促进，都走在行业科技的前沿。米立也希望，如果有合适的项目，他们愿意尝试VR制作等各种刺激的新技术。