Are Ad agencies expecting too much?

Recently I saw a post where a head of production was taking issue with a job posting:

They were looking for someone who was proficient in scriptwriting, videography, audio, lighting, editing and VFX. His implicit question was: how could you possibly expect someone to do all those things?

From a traditional production approach, I agree. If you’re approaching things with traditional approaches and expectations, it IS crazy to expect one person to do all this. But at the same time every single day I see solo creators on Instagram doing all these things and making amazing content in the process.

Megan Tan, Adrian Per and Paul TNG are examples of creators wearing very many hats when they produce their work.

Don't get me wrong, I want creatives and producers and crew and post producers to make great money and be well compensated and not overwhelmed.

But at the same time the idea of a creative who can handle more elements of creation is more and more of a realistic expectations. And there's a whole crop of young creators who are going to be able to fill these rolls.

There are some creatives out there who are going to spend a lot of energy complaining about how it’s not fair that the world is changing. And they have a lot of good arguments. But there are others who will take their energy to dive into a whole new world of resources and technology and ways of making things that I could only dream of when I was getting started as a photographer. I think I know who I’m putting my money on.