Constraint breeds innovation? Absolutely.
This concept is everywhere; think of the invention of the wheel or why we invented airplanes for example. It reminds me of a Jeff Bezos quote I read a few days ago, “I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out.” And, constraint is what I think of when pondering the popularity of platforms such as Twitter or the thriving platform Vine. Why would we want to use something with such extreme constraints? It created an innovation competition.
Here’s a few examples:
With a maximum of six seconds at their disposal, Vine users are finding innovative ways to maximize creativity, seeking ‘likes’ and ‘revines’. On its way to mainstream, Vine has a sizable audience and where there is an audience, there will be advertisers and brands. The ad bandwagon is well underway and the creativity advertisers bring shouldn’t surprise us. Below are a few example of brands getting on the Vine bandwagon and flexing some creativity.
Target 1 – Light Bright
Samsung Mobile – Basketball
VW Shark Week
Not bad, right? Feedback and comments are as good as gold! Feel free to post.
Below is a small group of great if not interesting videos that I will categorize as the September group. An updated set may come next month and I’ll try to keep ads to a minimum. Check them, enjoy them. Thoughts and feedback are better than gold.
Guinness – Wheelchairs
This received a decent amount of exposure in the media, not necessarily because the Production is great but more due to its underlying message. It has a great twist that might dig at you if you are like some of us (sorry excuses for a friend). The beer will definitely kick your ass though.
Taco Bell’s “No Pican” Spot
OK OK, disclaimer = this was produced by Deutsch, which is the agency I work for (one person awkward applause). Broadcast is their forte, but not all Deutsch produced vidz merit adding them to this list (or a ‘high ranking’ list). For a general market agency however, this is great, and much better than other Spanish spots I’ve seen recently. Now, let me at them fiery tacos!
Animation accompanying Tosca by Giacomo Puccini
This was found while looking up the song and it forced me to replay it several times. The music speaks for itself; the animation draws you in, and albeit simple, there is a complex element about it. Right? If you can only watch one of these, this is the one.
Dwayne & The TexMeXplosion
An odd gem. It may be hard for some to understand why this video is kick ass but it’s definitely viral within the Latin community, specifically Mexican / Mexican American. Apparently, these guys are Dutch and rocking the Mexican notes out there. Super cool. Google them.
TrueMove H : Giving Spot
This video looks to touch the emotional and empathetic side of us using a social issue to do so. And, it does a fantastic job. Good story, good acting, and great response… this thing is super viral.
The Scarecrow – Chipotle Spot
I will repeat what countless social media gurus posted: “Chipotle does it again.”. Seriously, the folks who developed this should keep it up and if they aren’t doing so already, they should be making many movies. This is compelling, right?
Waffle Falling Over
Lastly, a waffle simply falling over. Bells and whistles? No. Over a million views? Yes.
In the video below, you will see my first stab at graphics animation for a piece that was presented at this year’s SXSW. I worked on this video in the capacity of a Producer, managing the Motion Design team. The video announced the collaboration between VW and Google through an app named Smileage, touted as “the first social app made to maximize fun on every drive”. You’ll read a little more about it and sign up for notifications, here.
The schedule was so accelerated that I’d rather not go into details because I don’t want the pace of work to become standard. Needless to say, it was extremely fast paced with late nights (or more accurately early mornings) and hurried trafficking.
Despite the rushed schedule, the video turned out really well. The most important takeaway is that a project’s success is a direct result of the entire team needing to be great and always, emphasis on always, being available throughout. And that, they were – simply great.
Take a close and careful look at the images below. What do you think?
From top to bottom, they are arranged from amazingly intriguing to extremely interesting. Epic to great. I love them. They aren’t the only ads for the movie, but I repeatedly see these during the drive to the agency on billboards. What is that movie about, I would think.
Not only is every person on the boards intriguing, but the camera captures an expression on their faces that solicits questions. What just occurred? It gives the viewer a lot, but keeps the rest secret. In such a confined setting (an auto), it must have been a discussion that brought about the thickness in the air. The auto is an excellent setting to have a range of conversation: private, intimate, the setting beckons the voyeur in us. I want more. What’s next? Is this movie about a driver? A drive? It cannot be just that. Not with such great boards.
For the record, I saw the movie a few days ago. I watched it without first watching the trailer. Why? The boards. Movie info: http://www.imdb.com/title/tt0780504/
Do you believe that behind every great project is a great producer?
I wouldn’t agree that he or she has to be a “great producer”. I read an article months ago that made a reference to this discussion. It salutes producers and also offers a few habits belonging to what the author refers to as highly effective producers. These habits include being a smart listener, appearing trustworthy, understanding the whole picture, being encyclopedic, etc.
I tend to agree with the author. In general, those habits make for a better employee no matter what profession, but the statement that most resonated with me was the one that was highlighted within the article. “Understand the whole picture. Someone needs to know how everything fits together. That’s the producer in a nutshell.”
From my experience, this is something that most people working alongside producers infer and with so many campaigns being multifaceted, producers should strive to know more about the project than anyone else around them in order to have the greatest impact possible.
We will never know all the answers, specially if you are a Digital Producer given that the digital space is continually evolving. It becomes more evident if you work with a team who strives to innovate. Ignorance is inherit when working in these conditions. People will seek producers, and they will ask. Make an effort to know.
Here’s the link to the article titled: “Behind every great project is a great producer“
I ran across an L.A. Times article today regarding the CEO of the agency for which I currently work. His name is Michael Sheldon, and one frequently runs into him when walking around the office. The last time I said hello to him was on the Catalina Express boat last week while in line waiting for the restroom.
Even while waiting in that long line, he seemed like a stand-up guy who actually does practice what he preaches. True to his belief, the trip to Catalina was intended specifically to shake up the routine. A break from our daily tasks, it was an all-day agency paid trip for all my colleagues.
The article doesn’t quite quench the curiosity of how he made it but it’s worth the read.
As it turns out, I was able to set-up a webpage with a section allocated to blog posts fairly easy. Wonderful I thought- a blog is born. Self-expression via the digital world is what everyone seems to be doing. It’s time I do the same, me being a “digital guy” and all, right? I am left with some questions however. What will the blog cover? Do I have time to blog? How personal can I or should I be?
This forum will be more of a commentary about items of interest, leaning more towards the digital. On one post, you might discover what MP3 stands for and on another read about my watermelon craze during summer. If one person finds even one of the posts interesting, the time I’ve spent writing will not have been in vain.
Do you have something to share? Comment? Send it my way, and I will try my best to make you famous.