As Aspect Reaches 40, It Retools for the New Media Age

Creative agency Aspect’s Throwback Thursday Facebook postings of its past work offer a fascinating historical document. They not only showcase highlights from the company’s 40 years in the movie-trailer business such as “Men in Black,” “Misery” and “Wayne’s World,” they’re also a reminder of how much the medium has changed since the days when the sonorous and instantly recognizable voice of narrator Don LaFontaine graced thousands of trailers, promos and ads.

Then and now, Aspect reigns as one of the top trailer houses in Hollywood. Back in the old days, it had a reputation as the go-to place for comedies. But, today, it prides itself on its ability to work on projects of any genre, from “Ready Player One,” “Hell Fest” and HBO’s “Westworld” to “Mamma Mia: Here We Go Again,” as well as every platform, from the big screen to smartphones.

Aspect’s reel can be seen here:

“When we hire editors, we say, ‘You could work on a 15-second TV spot for a Netflix comedy series or a 2-minute-30-second piece for “Mary Poppins” and “Rampage,”’” says Lisa Feldman, a 23-year Aspect veteran who today serves as co-president and creative director alongside Nati Braunstein. “We’re doing everything from full-length trailers that are scaled for social to five-second Snapchats.”


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