Five Keys to Branded-Entertainment Success

An interesting article in Advertising Age that outlines five key categories that great branded entertainment must cover:

http://adage.com/madisonandvine/article?article_id=141182

Nice piece from Twenty120

http://vimeo.com/8104231

Cool Space Chair spot

Simple shapes, sunny tune

A refreshingly different spin on a car ad. (Okay, it's cold outside and the song got me thinking of warmer climates...)

http://prod.promaxbda.org/onDemand/contentplayerawards.aspx?sod=596

Holy crap.

Two words: parking brake.

http://www.youtube.com/watch?v=HQ7R_buZPSo

One Day Edit?

Player wouldn't embed - use the link, why don't you.

http://creativity-online.com/work/honda-everything/18255

Tasty JD

I really like this type of spot. Kind of Escher-meets-Edward-Gorey in style, with some nice transitions built in.

http://prod.promaxbda.org/onDemand/contentplayerawards.aspx?sod=617

5 Tips for Presenting

From Terry O'Reilly's blog. Good tips.

http://www.terryoreilly.ca/blog/show/id/24

He's A Spidery Showboat

Yes, it's The Comedy Network, but I claim relevence because Pat Thorton appeared in our TPB: The Movie "Auditions" teaser.

Maybe I'm just weird, but I laughed my arse off for viewings 1 through 15 of this. But only the first half.

How Dead-on is This?

I'm not sure who would get more enjoyment out of this spot...animators or readers? I don't know what the brief was, but from concept to design to casting to audio mix, I'm sure they nailed it.

Thanks to Lucie for the link.

Penske Project Alert: Vue

We have this software.

Vue Demo

I will quote Brian:

I must stress again, this software is EXTREMELY render and memory intensive and as such, is not suited for any short turnaround projects (eg. anything under a month at the very least...)

We would need plenty of lead time to develop the landscapes and perform R&D to determine render time estimates.  Bear in mind that this software was developed for the feature film industry where studios have the luxury of massive render farms and render wranglers to manage the data.

We have a few processors in our farm and a couple of vfx artists...   (they are damn good, however!)

So...if you see a use for this in a promo, network elements or complete redesign, see your manager (that sounds sooo "Dilbert") for a chance to try it out.

kevin

Spray pt 2

Here's the Director's cut.

Select NOAM MURRO, then find JAMESON - LEGEND on his reel.
Couldn't link directly.

http://www.biscuitfilmworks.com/

Telling the story by asking the audience to actually pay attention, observe, and absorb details is such a better way to go. The alternative is to spell it out to them, leaving their mind free to wander out of the moment.

Spray It, Don't Say It.

Noam Murro (director) made one major change to this terrific ad for his director's cut. This is the version that aired. Can you guess what he changed? I'll post the D.C. tomorrow.

http://www.boardsmag.com/screeningroom/tvfilm/8274

Best Commercials of the Aughts

http://www.bestofthe2000s.com/creative1.html

http://www.xtranormal.com/

Okay, it's not our software, so we can't make promos and air them, but think of the storyboard possibilities!
http://www.xtranormal.com/
Or just plain old jokes!

Sometimes Simple Works

I hate football almost as much as I hate SUV drivers on cell phones,
but in my opinion this promo hits the NFL's bulls eye pretty well. And pretty cheaply.

The Top 4 of "25 Things We've Learned"

I found this on the Manifest Communications Website: http://www.manifestcom.com

It is not earth shattering but it is good. They are a social agency.

THING N° 4: SEEING IS BELIEVING

Far too often, social mission organizations get immersed in the provision of a social service or good, but neglect an important aspect of social change agency: making sure that the process and the outcomes are visible and promoted.

For example, if great strides get made in terms of providing affordable urban housing, it’s not enough that under-housed or homeless people become better housed and therefore empowered to live more safely, comfortably and affordably. Creating meaningful social change also requires sustained leadership and championship of the issue, so that a values and belief system about the issue is entrenched. This will ensure commitment by all stakeholders and publics to support and maintain the change. Society must become more attuned to the dynamics of an issue (knowledge), why it’s important (awareness and understanding), how it does or should or could relate to them (engagement), and what their belief in it says about them (values).

Social issues need profile in order to compete with the myriad social, political and commercial interests vying for attention

THING N° 3: HOW YOU SPEAK IS AS IMPORTANT AS WHAT YOU SAY

You’ll attract more bees (and buzz) with honey.

Diabetes is a serious condition. Left undiagnosed and untreated, it causes grave complications such as blindness, kidney damage, and infections that can lead to amputation. Logically, the way to get attention is to strike a serious tone that will make people sit up and take notice. And time and time again social marketers addressing serious issues apply this logic.

What we’ve learned over time is quite the opposite: the tone of delivery need not necessarily reflect the serious tenor of the message. Often a light-hearted, even humourous tone will break through more readily when the message is serious. And people are more likely to pay attention, consider the message and even act differently if they feel engaged and rewarded rather than lectured to or threatened.

Commercial marketers have long known that a brand can sometimes be built around personality or image alone. As social issue marketing becomes commonplace, attention is flowing to those issues and causes that connect with our humanity with a sensibility that is surprising, entertaining, or at the very least, uniquely engaging.

THING N° 2: SOCIAL CHANGE TAKES TIME

Smoking is the single greatest cause of preventable illness, disability and premature death in Canada. We’ve known this for almost 50 years, and over the last five decades Canada has launched many tobacco control initiatives. Yet it took almost 25 years to reduce our smoking rate from 45% in 1972 to 20% in 2005. And 5 million Canadians continue to smoke. So, tobacco control efforts continue.

Just because you tell people smoking is bad for them doesn’t mean that they’ll quit then and there. Social change requires the right dynamics to be at play, and a sustained commitment to addressing the issue is fundamental. But too often people get discouraged and frustrated by the lack of immediate results. Many give up or move on to other issues of interests before success can be realized.

Social change is a long-term, dynamic process. Change agents need to adjust their thinking and expectations accordingly. Realistic and measurable objectives need to be identified from the outset. Strategies and tactics must evolve with market realities and opportunities. The key is to remain focused, relentless, and importantly, patient.

THING N° 1: GOOD LEADERS ARE NEEDED

Causes need leaders who can make the case, cut through the clutter, and compel others to act.

By the time the AIDS crisis in Africa came to public attention, the disease was already an epidemic. It is only because certain people took public leadership on the issue that the UN and Western leaders have taken it on and helped ensure hope for Africa’s future.

Seventy percent of new HIV infections and 77 percent of deaths from AIDS worldwide occur in Africa. Yet there’s progress: HIV rates are declining among young people in some areas; testing and education are more prevalent; individual countries are doing more to contribute to the cause at home and worldwide.

Why? In large part, because of leaders who put their profile, credibility, and powers of persuasion to work. Nelson Mandela, Bill Clinton and Stephen Lewis took up the fight against AIDS in Africa by relentlessly raising public awareness, pressuring global leaders, and providing public leadership for an otherwise abandoned cause.

Many obstacles stand in the way of change: political concerns, religious beliefs, societal norms, fear, misinformation, ignorance. Influential, skilled leadership can unite disparate groups, reassure skittish stakeholders, influence influencers, and rally support.

Beagle > Sub > Room

I'm trolling for compliments on both my humour and my intelligence:

The other day, Patrick made a joke in our Factual production meeting. It died. So, like anyone who was raised on the Austin Powers movies, I said: "Tough Sub."

Later, Patrick made a joke about Charles Darwin. (for which I commend him. There are not enough jokes about Chucky D.) It died too. So I said: "Tough Beagle."

Explanation of my smarts and funny bone: Charles Darwin's vessel (or, "sub," if you will) was the HMS Beagle.

Now get back to being creative.

Can you spare 30 seconds?

Fun spot...

http://www.youtube.com/watch?v=rKBbgH2AU0Q

Templates Gone Wild...

Templates and Behaviour templates can be useful and productive tools, but when put in the wrong hands...

...and in a similar "monster" vein

The director must have grown up watching HR Puff 'N Stuff (for those of you who aren't pushing 50 like me, look it up on Youtube)

Can you guess what the ad is for?

http://www.youtube.com/watch?v=LC44511KEOA

Ever wonder what happened to the costume from Harry & The Hendersons?

Didn't see that one coming...

http://www.youtube.com/watch?v=Hhrhx8X6ya4

Try Hard

There is No Point to This Post

Just an awesome picture.

Killjoy

Many of you may have seen this:
Megawoosh

Being like me and saying: "it's fake" doesn't make you a genius.
Here's how they faked it

Will it make people buy Microsoft product? I don't know about that...I think a reality-warping brand (Apple) will sell more product than a viral (even a damn good one) for the time being.

Not new, but new to me

I hadn't seen this commercial until yesterday. I love its focus. Everything that goes on is leading up to the payoff. Simple can be complicated. Perhaps it's reverse engineering, but I bet the SMIT on this one was: "contains vegetables."
Sorry about the double post!

Strawberry Swing

http://www.youtube.com/watch?v=BYtk1Z0UUuE&feature=player_embedded

Click on the youtube link above. I recommend full screen viewing, this is one of my favorite videos right now.

Strawberry Swing is an audio-visual delight. A good song by Coldplay complimented beautifully with a stunning concept by visual artists Shynola (note - typically I am not a Coldplay fan, so this must be a great song, right?).

Shynola are incredible artists. Highlights from a Q&A on this project below, with a focus on concept development and execution...


Had you had this idea up your sleeves for a while, or was it a direct response to the Strawberry Swing song?

No, we always pitch specifically for the song. That has meant on previous occasions that we have stared at a blank wall for a week and found no inspiration at all. We’ve then had to pass on those projects. But we’d still rather work that way. The work is pointless agony if you’re not inspired. Our hope is that when the video is finished and you’ve watched it, that afterwards when you hear the song you can’t help but think of the video.


What’s the inspiration behind the story in the video?

First and foremost we really wanted it to be nonsensical and almost dream-like. We also knew that the technique itself would also be a lot for the eye to take in. So when we had the idea of a day with a superhero on some weird adventure we chose to frame the journey with a very simple, easy-to-understand narrative: superhero saves girl from baddy. So it’s pretty weird, but makes some sort of sense. I saw the video referred to as “ten-steps-left-of-centre” which we take as a great compliment. I might even get that as a tattoo.


How much did you try to tie the plot in with the Strawberry Swing lyrics and the music?

We never see the point in following lyrics literally. We would be adding nothing. We do however try and capture the feel of the song - what the music suggests to us.


So how did you do it?

Again we had pretty much all of the animation roughly blocked-out beforehand using computers. It was just a matter of taking one frame at a time with our grid for reference. Luckily, you only need to draw or rub out the bits that have moved since the last frame. We also had this cool portable monitor while filming, which showed you a live feed from the camera, blended with the previous take and our pre-vis.


Was that the most time consuming part of the process?

It was all pretty gruelling. The thing that sticks in my mind was when Chris is falling with the umbrella. If you look closely he is lying on a tiny square skateboard we had made. For each frame we had to drag him an inch this way or that to make him swing. There was a lot of sore backs after the shoot. Always bend at the knee. And back up your hard-drive. (wise words).

Click here to see the entire Q & A with Shynola

Sorry Jackaayyyyy I didn't use Helvetica :)

More Colorful

http://www.variety.com/article/VR1118007925.html?categoryid=14&cs=1

Helvetica - and the irony is the font is not available for this site.

P.J. O'Rourke says:

Agree or disagree? Use the comments section!

kevin

There are, however, a few things about economics that don't seem to make sense at all. Todd G. Buchholz, in his book New Ideas from Dead Economists, says "An insolent natural scientist once asked a famous economist to name one economic rule that isn't either obvious or unimportant." The reply was "Ricardo's Law of Comparative Advantage."

The English economist David Ricardo (1772-1823) postulated this: If you can do X better than you can do Z, and there's a second person who can do Z better than he can do X, but can also do both X and Z better than you can, then an economy should not encourage that second person to do both things. You and he (and society as a whole) will profit more if you each do what you do best.

Let us decide, for the sake of an example, that one legal thriller is equal to one pop song as Benefits to Society. (One thriller or one song = 1 unit of BS.) John Grisham is a better writer than Courtney Love. John Grisham is also (assuming he plays the comb and wax paper or something) a better musician than Courtney Love. Say John Grisham is 100 times the writer Courtney Love is, and say he's 10 times the musician. Then say that John Grisham can either write 100 legal thrillers in a year (I'll bet he can) or compose 50 songs. This would mean that Courtney Love could write either 1 thriller or compose 5 songs in the same period.

If John Grisham spends 50 percent of his time scribbling predictable plots and 50 percent of his time blowing into a kazoo, the result will be 50 thrillers and 25 songs for a total of 75 BS units. If Courtney Love spends 50 percent of her time annoying a word processor and 50 percent of her time making noise in a recording studio, the result will be one half-complete thriller and 2.5 songs for a total of 3 BS. The grand total Benefit to Society will be 78 units.

If John Grisham spends 100 percent of his time inventing dumb adventures for two-dimensional characters and Courtney Love spends 100 percent of her time calling cats, the result will be 100 thrillers and 5 songs for a total Benefit to Society of 105 BS.

(Just to make things more confusing, note that Courtney Love loses 40 percent of her productivity by splitting her time between art and music, while John Grisham loses only 25 percent of his productivity. She has the "comparative advantage" of making music because her opportunity costs will be higher if she doesn't stick to what she does best.)

David Ricardo applied the Law of Comparative Advantage to questions of foreign trade. The Japanese make better CD players than we do, and they may be able to make better pop music, but we both profit by buying our CDs from Sony and letting Courtney Love tour Japan. And if she stays there, America has a definite advantage.

One of the best out there

One of my favourite destinations for anything motion graphics based; a great site with tons of eye candy and links to industry-leading design collectives:

http://motionographer.com/

Let the drooling begin...

James Cameron's Avatar

Visual awesomeness from James Cameron's upcoming film.

http://www.apple.com/trailers/fox/avatar/hd/

Our own little place

Hey everyone.
My hope, nay, my dream, is that we can all come by this little blog every once in a while to post or to read each other's posts. What kind of posts, you may ask?

Here's an example:

Sure it's not promo writing.
It's not even TV.
But it is someone striving to do the best they can. Some of it dazzles, some of it is so sublime you won't even notice it until the 7th viewing.

We all have the talent to do this with our scripts, our edits, our compositions. There's just a little more noise now. But if our desires and expressions are in line with the goals of our jobs, we can ride our trial bikes all the fuck over PROMAX next year.

Post away!