However good design is all about fulfilling our client's goals, with the money they have. Think of it as a two-way educational process. Technology is changing so fast, we understand how difficult it is for hard-pressed agency creatives and producers to keep up. What was impossible or cost prohibitive last year may be achievable this year. We are all in this industry to push the creative envelope.
Some ideas really deserve an appropriate budget to fully exploit their potential.
Mark also sees a quantum shift in the way that the post-production industry will operate in the future. It's a path that he believes offers greater creative freedom without the issue of hardware costs dominating the process. It's exciting, from every perspective . . . Compaq's ability to deliver a rock-solid and scalable hardware platform now and in the foreseeable future is helping to drive this change.