PRODUCTION COMPANY OF THE YEAR: MJZ

It's impossible to reflect on 2005's brightest moments in creativity without turning our heads, several times, to MJZ. Surpassing its many fine production competitors, the company's reel was unyieldingly stellar, overflowing with spot after showstopping spot from the entire roster. Fredrik Bond brought boldness to adidas and nuance to Smirnoff's multi-ending "Love," recent recruit Rupert Sanders unleashed a monster of a spot for Xbox while Dante Ariola imparted haunting elegance to Heineken, Levi's and Barclays. The elusive Spike Jonze made consistent headlines with "Hello Tomorrow" and the Gap's demolition makeover, and the newly solo Tom Kuntz, Rocky Morton and Craig Gillespie set down comedic milestones, the latter taking home this year's commercials Emmy for his hilarious direction on Ameriquest's "Surprise Dinner." Meanwhile, newcomer Nicolai Fuglsig bloomed on ambitious efforts for Fox Sports, adidas and Sony's hypnotic two-and-a-half minute bouncy ball escapade. Bold, entertaining, at times unsettling but always well-executed, these collectively magnificent moves, among others, helped MJZ earn the Palme D'or at Cannes in June. Since then, it continued at creative full speed throughout the rest of 2005, zooming straight toward its third title as Creativity's Production Company of the Year. While the directors made the gorgeous creative look easy, business-wise this was the toughest year ever, says co-founder and President David Zander, who here discusses with Creativity the challenges of staying on top. Creativity So, what was 2005 like for you? David Zander Creatively it was a really good year. But I think financially, much of the work was challenged. This was the hardest year we've had in five years. There was less work, more competition, less money. We'd have to really push the work. In some cases they were very good ideas and they were worth it. So it was about balancing art and commerce. I can honestly say, it's been a brutal year. Like "Whoa, that was a tough one, I can't wait for that one to be over." C What was the competition like? DZ It was brutal. There are great companies and great directors out there. As smart as our directors can be, and as smart as we can be there to support them and find ways of making the job better, so too is our competition. So either you get lucky and you connect, or you don't. C In regards to great creative, were these opportunities better than usual this year? It's not often you see Spike come out for a job, but he made a handful of big appearances this year. DZ I think we're a little luckier this year. We were getting the right jobs. The guys nailed them in execution, but it can so easily go the other way, can't it? Some guys had a lucky year, in other cases, some of the guys had a hard time getting the jobs they wanted to do. I think probably we had better luck this year with getting more creative jobs. But last year I found to be overall easier to live through day by day?emotionally, economically, creatively?in every way. C You say luck plays such a big part in your success, but what's the other part? DZ I think it has a lot to do obviously with how you work?hopefully you work as smart as you possibly can, and hopefully the director you're in partnership with is working as hard and as intelligently and creatively as they can to get the job. It's all the moving parts. C Let's talk about your business model and how you grow your company. I'm sure you've heard all the things people have said about you, that you like to buy directors instead of grow talent. How would you respond to that?

PRODUCTION COMPANY OF THE YEAR: MJZ

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