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.
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/
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.