Category Archives: Posts

“maybesomesunwilldomegood”

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Some of the recent digital SLR cameras that have been hitting the market shoot 1080p full HD at 24 frames-per-second, have extra low-light performance, and huge range of compatible 35mm lenses. This new breed of cameras allows the average student, accomplished artist or professional, and everyone in between to shoot cinematic quality with a simple, low budget approach!

My favorite new camera is the Canon 1D Mark IV, used to shoot the below video maybesomesunwilldomegood. Believe it or not, the video is shot using almost exclusively natural light.

So go shoot that western horror musical you always wanted to.

Uniqlo’s World

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So many interesting details in this article.  From management style to franchising philosophy to brand loyalty – Uniqlo offers such a solid product in so many varieties at such a discount price that everyone can find something they like.   By using data to drive/inspire their sales force and insisting on their strict engagement practices – folding, phrases, the payment process – Uniqlo has designed the experience as much as they have designed the clothing.  Walking into this store – you feel the attention to detail and the effectiveness of the white backdrop and floor to ceiling shelves that gives the impression of insane multitude of varieties.  Uniqlo has gone beyond its competitors in designing the experience of shopping and serving customers.  I also find it fascinating that their sales staff has such intriguing/diverse looks but that their techniques and training is exacting.  Great article.

Marketing for Docs

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Docs are always fascinating because they can bring attention to an issue or story that has been unrecognized.  It’s truly an art form that can create change.  From INCONVENIENT TRUTH to THE COVE – docs that cross over into popular culture become massive hits and can cause policy change (TRUTH) or even fishing habits (COVE).  Kudos to The Works – a doc distribution company that prides itself on finding those gems that might play to a four quadrant audience.  There seems to be a pretty solid formula for making docs successful commercially.  The goal is to eventize the docs – If it’s an issue doc then you need a built in network of support – that can come from a social networking support or celebrity support.  As The Works preaches – “Distributors are not just buying a film, but buying a support structure.”  I also like the idea of gathering an audience before the doc is released (the support system) and also treating theatrical not as the end all be all but rather as one part of a strategy to build an aggregate audience.  So many interesting ideas in this article.  Take a read.

Characters Very Welcome

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I am a big fan of USA Network’s marketing department.  Not only do they have one of the best taglines in the business – Characters Welcome – and not only does that tagline perfectly summarize their programming but they are constantly moving beyond the TV to bring consumers to their channel.   They took their tagline and created a roving art show – The Character Project – http://www.usanetwork.com/characterproject/ – and now they have turned a social media friendly war between two of their shows into extra content.  By treating shows as connective fabric of the network instead of individual  properties they drive interest in both programs.  Its smart business and opportunistic marketing.

Serious Brand Love

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Brands are a way to define ourselves. In hoops, its Nike or Reebok, In technology, its famously PC or Mac. As we continue to associated ourselves with brands in deeper more personal ways and as those brands find more sophisticated ways of relating to their consumers – its only inevitable for brands to become more encompassing of our lives. And the brands with the most fervent followings? Well, love and dating are not too far behind. Check out Cupidtino for Apple fans. If you really really love Apple – do you think you might get along with someone who also does? If our brands tell better and richer stories about what they represent – its only logical that those stories connect to a deeper part of ourselves – to our values and beliefs. I wonder what other brands could form their own dating websites?

Return to Long-Form

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As our culture evolves and our attention span expands and contracts, traditional advertising and media shift shapes to keep up.   Lifestyle brands like Absolut have started tapping artists to collaborate and do something truly different, hoping it will lead to something exceptional, and attract consumers at the same time.  Well Absolut, congratulations.  Absolut gave Spike Jonze a brief to write and direct a film depicting creativity conquering conformity, their very own brand vision.  What came of it? A 30-minute robot love story. www.imheremovie.com

And before that a 15-min documentary about Jay-Z’s “Answer the Call” benefit concert. http://creativity-online.com/work/absolut-nyz/19439

This video-slash-short-film-slash-advertisement is one of the most popular pieces of longer form content in awhile.  It gives us some intimate time with JHOV, and another reason to talk about Spike.  It gives Absolut a deeper and better brand experience for their consumers.  I consider it a win-win.

And if you need to drive some traffic to your site maybe try getting director, Romain Gavras. I hear he’s the new badass on the block.

- Ashlye Vaughn

Stories From the Masses

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I am gonna get on my soap box for a hot minute.  There have been several projects revolving around crowd sourcing the ideation process for story.  Where the audience can help drive the narrative.  I think this is a gimmick worth passing on.  There is something intrinsic about the creator/audience dynamic that is lost when everyone is invited into the process.  Not to mention the idea of an auteur of a vision that is singular.   Now, some will say that there is a lot of crap on the market now and maybe the audience can do better.  While there is a lot of crap in the marketplace there has also never before been as much amazing material as well.  I will rely on an old adage from another field to sum it up best– ‘too many cooks in the kitchen’ equals trouble.

Niche is Cool

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I am fond of saying at Headsets events – ‘it’s not how many people show up but rather it’s about the same people showing up over and over’.  The same goes for blogs.  The niche culture we are in makes a lot of sense.  While there will still be over-arching hits that cross all kinds of demographics, the key these days is how rabid your base is.  I would much rather have a million die hard users than ten million passive ones.  People who are die hard help improve your product, are more commercially active and will be better brand ambassadors.  They key is what niches are the most lucrative.  Early returns have technology and entertainment as the front runners.  But really I think as long as there are ways for consumers to purchase items – then the there are plenty of niches out there to be explored with big returns.

Customized Learning

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A couple things stand out to me about this article.  First, is Netflix continuing to find new businesses that incorporate into their company.  They realize that the DVD business is slowly becoming extinct and they are preparing themselves by diversifying.  Very smart.  Also, very smart is the field in which they are venturing.  Pretty much  text books are dead.  Soon all our students will have tablets that teach their lessons.  The most fascinating part is that teaching will no longer be a one size fits all scenario.  These interactive games will cater to each students learning patterns and provide the ideal learning scenario for that student.  If you are a more visual learner that’s how your lessons will be conveyed.  If you are an aural learner then that will be your learning process.  Customized learning.  Love it – well done Netflix.

Porn and Innovation

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Our innovation does not always come from the morally superior.  Innovation has become this buzz word for all that is good and pure about business.  But let’s not kid ourselves – there are plenty of areas (porn, gambling etc) where the massive fortunes create some of the largest investors in research and innovation this side of Apple.  Porn has always been a front runner when it comes to new technologies and there is no reason to think that trend won’t continue.  So let us celebrate for a moment – the contributions of the porn industry to our collective pursuit of exploring new technologies.  Progress tends not to care what your reasoning or cause is – it’s just a relentless push to see what is possible and what is next.