Future Is Now

One could argue that SXSW Interactive is as much about online innovation as the ability to connect and find meaning in relationships. Community building, for profit or goodwill, was a sentiment echoed in many of the presentations held during the 2010 conference.

In 1979, Herbert Bayer said, “The creative process is not performed by the skilled hand alone, or by the intellect alone, but must be a unified process in which 'head, heart, and hand play a simultaneous role.” This process which Bayer refers to is what we call design.  In this entry, Guest Bloggers Kinda Akash and Geraint Owen of Superfad explore the importance of design and what that means for effective, persuasive experiences. 

If you are anything like me, you spend a majority of your waking moments in front of a computer. So much so, that you might forget about the pleasure of watching films in a darkened theater full of short film enthusiasts. Despite -- or maybe because of -- plentiful online resources, festivals continue to be a relevant and compelling opportunity for filmmakers to understand and connect with audiences. They can also provide fertile ground for self-promotion and career enhancement.

Jeff Drew (http://www.jeffdrewpictures.com) is an independent animation director, illustrator and designer whose recent project, “One Square Mile of Earth,” has charmed audiences at numerous film festivals, including Sundance and SXSW.

Getting back to my online life, I caught up with Jeff (read: emailed him) to ask about the uniquely populated “One Square Mile of Earth” and his festival run.

Jeff Drew

When I was a kid, I loved going to visit my cousins in Seattle. They were avid comic collectors and I would spend hours carefully thumbing through issues of Spiderman, Fantastic Four and other plastic-sleeved titles. Perhaps this is why I enjoy the trend of motion comics as promotion. It speaks to childhood nostalgia while cutting through the clutter.

I first heard about this project from my clients at Cut + Run who edited “The Gift” a sci-fi thriller that is one of the final films produced for the Philips Cinema promotion, now online at www.philips.com/cinema. Brilliant in terms of content, the project was also an exciting exercise in social media promotion…engaging fans to become involved in the build up to the ultimate reveal.

Philips and ad agency DDB approached RSA Films to commission five films under the banner Parallel Lines. 45 RSA Directors submitted concepts surrounding a single script supplied by the agency. From those, five diverse concepts were chosen for production; the result is a testament to both directorial interpretation and social media promotion. 

"The Gift" Directed by Carl Rinsch

Thanksgiving is a feast of the senses - a time of school crafts and stuffing. It’s also a time for appreciation even if it is only for the bounty on the plate. In honor of the holiday, I wanted to post a list of small & large things for which I am thankful. 

Description

We all know that green is the new black, at least as far as marketing goes but not all “green” initiatives are created equal.

On Earth Day my colleague Mark and I went to talk to our building management about implementing a recycling program. We’d been taking our recyclables home in fits and starts over the last two years and were feeling overwhelmed with the process. Happily, the management agreed to our request and we are in the midst of its launch. Lesson? Sometimes, even when you have been told “no” in the past all it takes is the right timing and approach. The Big Ask.

Which brings me to something I stumbled upon recently – Puma’s redesign and launch of improved shoe packaging. 

Award shows are an important element of a company’s marketing plan; the top tier shows are judged by some of the highest ranking members of our industry and provide opportunity for ongoing peer and client recognition. As with film festivals, the selection process for any award show is subjective and secretive, so entering is a gamble. But for a few hundred dollars a year, your company and work could receive exposure easily worth tenfold. 

Jennifer Aniston’s Smartwater ad is a fantastic follow up to my previous posting about viral videos. It teasingly pays homage to the things we love to share in a bid to go viral, which the film has over the last few days. 

I’ve already professed an interest in industry conferences, and often wish that I could have more time with featured speakers at events I attend. So when the team at Wiredrive said they were creating a custom microsite for PromaxBDA with interviews featuring design, marketing and branding luminaries I was excited. Organized by conference topics and speakers, the microsite presents relevant and timely industry information. 

PromaxBDA's Microsite Main Page