Sweetshop NZ: Good People and a Good Laugh Are Key

Ben believes that while the rest of the world may have seven degrees of separation when it comes to the industry, New Zealand has maybe two degrees at most… 

“New Zealand has a unique point of view which, in some ways, is due to its size,” he said. Approximating the population to be sitting at five million and further guessing that a quarter of those people work within film and advertising, he believes that the intertwined, close-knit nature of the country’s industry provides a strong level of national trust that is unlike the rest of the world. 

“It takes a certain level of trust to create and an even greater level of trust to create something good. It also takes being challenged on something that doesn’t sit right, and an openness to listen and discuss how to improve it. New Zealand doesn’t have the budgets of bigger markets, which leads us to be creative and innovative throughout the process,” he said. 

As an effect of the smaller budgets and industry numbers, Ben stated that New Zealand’s creative strength is something that everyone within the industry should be proud of. 

“The people are key, and working with great, talented folk makes it worth it. As we all know, projects can be corrupted at any stage and never more so than when everyone loves it as much as a new puppy that gets smothered with love in the final stages. And of course, the obvious; shrinking budgets and increasing deliverables”, he added. 

Ben believes that New Zealand has a “certain level of self-deprecation,” and noted that it appears woven within the work produced. Kiwis have the ability to see the familiar human truths and, while this isn’t something wholly unique to New Zealand, Ben believes that the ability to laugh at oneself when faced with these truths is.   

“Whether this be comedy, narrative drama, or big visuals, there is nearly always a nuance of self-deprecation infiltrating NZ work that nods towards the humorous. Albeit the aim is always to make the audience feel something.”

Ben declared his faith in a current nationwide realisation that New Zealand can play, contribute and win on the world stage. With the continuous evolution of technology, the world is getting increasingly smaller, making the creatives and the creative ideas that are unique to New Zealand accessible to the rest of the world. 

“This would be the time to mention AI, even though there’s been so much spoken about it already.. As much as the mobile phone, the internet and digital film have, AI will become integral to the process, but won’t make humans go the way of the fax. With the way NZ creative is produced, no doubt, it will be harnessed in a way that makes our country’s industry continue to punch above its weight.” he added. 

With humility, Ben touched on the circle of trust that evolves within the industry. “It’s hard to engineer that level of trust within a bigger population and market, it certainly happens but it’s not like what we’ve got here.” 

It is this trust, ability to laugh, and the sheer fact that you are bound to know almost everyone within the industry that makes the New Zealand industry unique.