INTERVIEW: The Mill’s Pat Joseph says it's not just about post-production anymore

Having worked closely with BBH for over 21 years, Joseph said it made "complete sense" to collaborate with that agency on The Mill’s new Asian operations. Following expansion from London to New York and Los Angeles, the Far East was an obvious progression and BBH “natural partners” for The Mill.

BBH campaigns that The Mill has worked on includes the iconic Levi’s campaigns, Audi and, most recently, Axe Angels. Joseph says The Mill’s experience with long-form content has had a significant impact on its short-form and digital capabilities. “It’s helped us develop very efficient ways of working at a certain price-point,” he says. “It’s about making sure we deliver very high quality, high definition, visual effects at a very competitive budget.”

He adds that this is becoming more important as advertising becomes more global and clients can seek cheaper options around the world.

Joseph says The Mill is now seeing a move away from the linear supply chain model with post-production at the bottom. “I like to think of the Mill as not just a post-production company, but as a content company and we get involved with all aspects of that. What we’re finding now with certain brands, particularly on the digital side, is that we’re working directly with brand and directly with the agency.”