Vine – The Ad Bandwagon

Category : Advertising
Date : October 9, 2013

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.

berberine amazon

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.

Graphics Animation & Smileage

Date : March 27, 2013

Smileage logo in mobile screenIn 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.

Would You Marry Me?

Category : Agency, Producer
Date : October 13, 2011
Would You Marry Me?

producer_deadline1I’d like to lead an effort to collect literature on all things Producer- related. It’s not the most exciting read, I know, but it is what I do. There’s not much of literature out there, but here’s an article that I will add to the small producer collection. It comes to us via a colleague that will be identified as “LA” for now. It’s an on-point generalization that’s both very familiar and comedic.

I Want To Marry a Producer

by: Ted Royer
February 1, 2008

Since every single person I’ve met over the last 15 years works in advertising or some related industry, I’ve realized that I’m destined to marry an ad person. After a brief panic attack, I thought about producers and felt much better. I want to marry a producer.

I don’t want to marry an account services person. Sure, they can take lots of pressure and abuse from the world, and they’re organized (a definite prerequisite for my future spouse), but we’d quickly realize that while we share many goals, ultimately, she may not care enough about my goals. And caring about my goals, or at least seeming to, is very important.

I’m not going to marry a traffic person. They propel jobs through the agency and thus are obviously good at getting stuff done. But they cry too much. Or they yell too much. Or they cry while yelling. There is crying and yelling at some point in every marriage. I wish to keep it to the bare minimum in mine.

Marrying another creative seems like a great idea. We would laugh together. We would dream together. We would make amazing plans together. But we wouldn’t know how to get any of those plans done or how to actually make anything happen. And then we would blame each other.

I could marry one of my clients. We would have a great initial relationship. She would find me really funny and inventive, but over time, she might begin to doubt my motives and commitment. And she’d be right. Am I bored? Am I ultimately looking to trade up? Am I looking for a newer, fresher challenge? I’d be coy and say no. But the real answer would be… maybe.

No, I want to marry a producer. A producer listens to the most batshit crazy idea and doesn’t say yes or no or ask why, but instantly asks “How?” She could talk me out of dumb things with grace and logic, or conversely show me what it’s possible to do with virtually nothing. A producer realizes that just as business and creativity need each other, responsibility (her) and irresponsibility (me) do too. A producer wouldn’t be afraid of different challenges, no matter what form they took. A producer would be tough, fighting battles I’d neither see nor even know about. A producer would plan for a rainy day and not even tell me she was doing it and then, when it started to rain, she’d say, “It’s covered, go over to the food table.” A producer would stay up all night partying with me, then make sure what needs to get done gets done, while I sleep. Marrying a producer would allow me to be as self-absorbed, self-indulgent, self-congratulatory, naval-gazing and “creative” as I want to be.

Of course, I could always date someone outside of the industry and see what the rest of the world is like. But that would be weird.

Ted Royer is executive creative director of droga5, New York. Link to original article. For you to find out more about it, Read on.

The Voyeur In Us: “Drive”

Date : September 21, 2011

Take a close and careful look at the images below. What goes through your mind?

From top to bottom, they are arranged from amazingly intriguing to very interesting. Epic to great. I love them. They aren’t the only ads for the movie, but I repeatedly pass them up on billboards during the drive to the agency. 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 also only gives a little. In such a confined setting (an auto), it must have been a discussion that brought about the thickness in the air. After all, an auto is an excellent setting to have a range of conversation: private, intimate, etc. 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.

Image of the movie "Drive" billboard with Oscar Isaac.

Image of the movie "Drive" billboard with Ron Perlman.

Image of the movie "Drive" billboard with Ryan Gosling.

For the record, I saw the movie a few days ago. I watched it without first watching the trailer. Why? The boards. Movie info:

CEO of an Ad Agency: Michael Sheldon

Date : August 21, 2011

I ran across an L.A. Times article today regarding the CEO of the agency I’m currently employed at. 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.