Overview
- At the Nov. 18 WSJ CMO Summit, Reynolds recalled Richard Curtis’s advice that every character needs a beginning, a middle and an end.
- He said the guideline shapes his short-form brand work, including 30- and 15-second spots for Aviation Gin and Mint Mobile.
- Reynolds argued that excessive time or money can “murder creativity,” calling constraints a catalyst for better ideas.
- He described pairing humor with emotion as a way to make messages travel further and create a sense of togetherness.
- He also discussed “soft parenting” with Blake Lively, saying a feeling of safety helps parents make thoughtful decisions for their four children.