A Creative Direction

Social ninja training at SocaiDevCamp

2010-08-13T19:07:00.002+02:00

I'm attending the SocialDevCamp this weekend at IIT. I'm super excited to learn more about maximizing the social web and interview with Groupon CEO Andrew Mason should be interesting since it's so popular in Chicago. I'll be tweeting all weekend @andyspyrison so be sure to check out the meme's.

Before and After Designs for Samba

2010-08-06T14:37:00.000+03:00

It's always great to be recognized for my work as a Creative Director. Here's a post from the thedieline.com that tells the story of how my team took the old, dated brand of Samba Wafers and rejuvenated packaging. What's not told is the insights of this brand. In Egypt Samba is sold primarily in kiosks on the corners and roundabouts of crowded streets. When children get out of school they tend to flock to these kiosks for an after school snack fix. But since Samba was such a dated brand it loses the battle for shelf space against the shiny multinational brands. We also had a tough battle for eye management since most of the time Samba was relegate to the bottom of shelves. With that said, the challenge to my team was to create not for Egypt but for the world. If you took the Arabic off the package could you sell this in Brazil, South Africa, or China? The end result was not only international caliber work but we were able to address the battle for shelf space with colors that stand out and displays that had more presence at the kiosk level. The end result was a dramatic sales increase.

WORKBOOK Blog - Photographer Jim Luning: Collaboration - Making a Film in 24hrs

2010-07-23T00:15:00.000+03:00

Workbook.com just picked up Jim's blog post on "OUT". A film we created for the 24 FIlm Race.

WORKBOOK Blog - Photographer Jim Luning: Collaboration - Making a Film in 24hrs

The Future of Retail

2010-06-04T15:04:00.002+03:00

As social media increases, many companies are innovating new ways to maximize the experience beyond just connecting with friends. Here are some new ways retailers are using social media to make the shopping experience easy and effective.

PSFK presents Future of Retail report

The Death of Point and Click.

2010-06-01T20:55:00.005+03:00

It was only a matter of time. I knew once I saw Minorty Report that the technolgy will change everything. The way we interface and absorb content will be more intuitive and more mobile. Tie that into RFID technology and now they can sell to you by name and profile. The future of communications will be more targeted, interactive with the brand and quicker to respond.

John Underkoffler points to the future of UI | Video on TED.com

A Tiny Apartment Transforms into 24 Rooms

2010-04-30T16:25:00.000+03:00

After the 24hour Film Race

2010-04-26T20:20:00.008+02:00

Whew! What an adventure producing this film. We had 24hrs to write, produce, edit and deliver this film based on the theme "Courage" and incorporating the prop "Milk."

How did this pull this off? Well, it was really about mapping out a good plan. Earlier that week Jim Luning the director, Andy Tillman our writer and I discussed creating a toy chest of possibilities in preperation. Getting early commitment for location options like Tom MacDonald from the Bluebird or Rico Tallud from BeWell/Mio Bento and a few more. When it came to casting we had a loose script for talent to read so we could asses their improv ability and we casted the best 5. Not to mention what equipment we had at our disposal.

Andy Spyrison, Jim Luning and Andy Tillman

attending the screening at the Portage Theatre.

Now it’s 10pm on Friday the start time, this was when we found out that we had to use “Courage” as our theme and incorporate milk into the film. Uhhh ok? So Jim, Andy and I started brainstorming and discussed about the criteria and our toy chest. Pretty quick we found our idea. An agoraphobic man who is constantly being tormented by everyone else having milk after he runs out. He struggles to find the courage to leave his home to fulfill his need. The process was driven by the personalities of our cast and locations.

With a script in motion we now that we had to map out the production. Locations? How many setups can we do? We also needed time for edit and post work. It was gonna be a long day. We decided on two locations first the Bluebird and then Jim’s apartment. Start time was at 8am and all the crew showed up after I texted or called them after 1am. We got right to work. Now the crew was a mix of students and friends so we had some fumbling in the beginning but that sorted itself out with our direction. The day was long and the pace was fast and furious, lots of run and gun shooting, ideas between Jim, Andy and I flowed and we moved quickly. By the time we finished shooting we only had about 5 hours left to edit and do any post sound. After a quick rough we made some tweaks but nowhere near the time we needed to invest in editorial. At the end Jim had to jump on his Ducati and race at 93mph down Ashland Ave to get our submission in on time. We had 30sec so spare in the end. Then we all had drinks and I slept the entire next day away.

Now normally for a commercial we would have weeks to prepare for a shoot like this. Then it wouldn't be a film racing contest if we had the luxury of time. I’m just glad that Jim, Andy and I had enough combined production experience to move the process efficiently. In retrospect I would have done things differently but that is a welcomed lesson learned. Since we had no client to worry about this was a wonderful creative experience despite the pressure. I look forward to doing this again. The next one is a 48hour contest. What will we do with so much time on our hands?

OUT | 24 Hour Film Racing 2010 from Andy Spyrison on Vimeo.

Film Racing with Jim and the Andy's

2010-04-16T16:30:00.004+02:00

Jim Luning, Andy Tillman and I are in the thick of film production this week but Jim was able to squeeze some time and do a quick blog post on the Chicago FIlm Race starting today! We have to 24 hours to write, direct and produce whew! I gotta run but check out his post.

A Creative Direction with Zooppa.com

2010-04-05T16:23:00.003+02:00

This week I'll be a guest blogger on Zoopa.com. Zooppa is a user generated advertising platform where novice to professionals can compete for cash prizes by generating print or videos for brands. After reviewing the creative on the site, I was impressed and excited about the variety of creative on the Zooppa. Here's my advice on crafting the most creative and competitive submissions for Zooppa

The Viral Quicker Picker Upper

2010-03-13T18:11:00.007+02:00

What's nice about Bounty's "The Paper Towel Gang feat. Bounty's Pool Balls Test" viral video is two things. First, it's a fun modern way to do a demo. I have always hated the side by side demo's from my P&G days but I understood why it was effective. Second it has entertainment value which makes viewers wanna pass it around. My only criticism is it's very slick. I like viral video's that are rough around the edges in production value. It feels honest and less "ad like". For example the highly successful Blendtech's "Will It Blend?" series.

Now, the success of Bounty's viral video will be the parodies created by real people. This means the entertainment value is a success and that the original is being passed around. It also reenforces the reason to believe proposition of the brand. This will be demonstrated by the various challenges people will come up with.

This goes back Marshall McLuhan the famed educator, philosopher, and scholar. "If the audience can become involved the actual process of making the ad then it's happy" Why, "because it gives the audience a role, something to do." This is successful engagement between brands and consumers. Keeping Bounty's message top of mind when purchasing paper towels.

The State Of The Internet

2010-03-03T00:00:00.001+02:00

Amazing to see the growth of the internet. Even if half the information is true it's still powerful.

JESS3 / The State of The Internet from Jesse Thomas on Vimeo.

Steve Jobs Thinks Mobile Ads Suck.

2010-02-22T16:17:00.002+02:00

Steve Job's was quoted in AdWeek saying "Mobile ads suck". Why? Because brands have to think WITH the innovation and not just force fit old methods. This is not the internet and we should learn our lesson from the static banner days. Smart phone's have givin advertisers a wonderful opportunity to capitalize on instant gratification. Consumers are starting these devices as form of brand GPS. Not only does the brand have an opportunity to communicate its message but it can also direct the person to the nearest provider of that brand. When moving forward into this arena brands have to be conscious of a few things. Build your communication efforts while embracing the innovation. Empower the user, otherwise your message just becomes ad noise and dismissed. When budgeting for mobile efforts make sure you have earmarked a certain amount in order to evolve the effort along with the technology, it will make your communication stay fresh and relevant. But most of all be entertaining, this will create a viral opportunity, solidify recall and your brand will always stay top of mind with your target.

Check out AdWeeks article on mobile advertising.

Mobile's Conundrum

The Evolution Of A Photographer.

2010-02-18T16:12:00.011+02:00

I've worked with photographer Jim Luning for years now. One of the main reasons I like working with Jim his ability to connect with real people. He has a calming effect bringing the best out of his subjects who normally are not used to being in front of the camera. Its great to see that he's taking his natural talent and evolving it into film. Check out his photography/directors reel.

Type From Another Dimension

2010-02-16T14:24:00.012+02:00

HMF (HandMadeFont) from Estonia has created some beautiful handmade 3D type. With DIY more popular than ever and handcrafted objects being so appreciated, HMF fits right in.

Stereotype Packaging

2010-02-15T17:14:00.007+02:00

Designer Daizi Zheng is challenging convention by using packaging used for drugs, cigarettes and fast food to promote healthy eating. Called Stereotype, it hopes to help people eat healthier through their every day habits.

Now conceptually I like the idea. The design clearly stands out on the shelf and makes me stop. I question the appetite appeal and the additional waste the packaging creates.

David Carson on design + discovery | Video on TED.com

2010-02-14T04:52:00.001+02:00

Rethinking the Jar

2010-02-12T17:01:00.008+02:00

The Chicago Paper and Tube Company has created EcoPak paper tube packaging. Whats new about this is EcoPak can be used for solids objects but also oil based solids such as creams and balms. What makes this even better is that it can be made with 100% recycled content and is biodegradable and recyclable. This is a perfect example of being more green but also improving the quality of packaging.

Fun with Statistics

2010-02-11T15:15:00.005+02:00

Teacher Dan Meyer's created an interesting personal annual report. What I like about his video is the way he used type against charts. It reminds me of a TED Conference book. The information is dynamic, entertaining and holds my attention making me want to do an annual report on myself. I wonder how much coffee I drink in a year?

Check out how he created the video on his blog.

Let Consumers Remix The Ads.

2010-02-09T20:46:00.011+02:00

I posted two commercials. The original version is the typical direct TV crap. Then DJ Steve Porter remixed the commercial. With some message tweaking the remix has a more has more entertainment value, is modern, viral and I remember the product. These are the merits of a good commercial done by a novice. If we empower consumers to remix the TVC's and provide them assets you'll get allot of useless probably illegal material but you will also receive fun experiments that can uplift a product and make people want to pass it on. At last count, the remix had 8,998,788 views and DJ Steve Porter is giving a free download of the "Rap Chop" song away. Another fun viral effort.

Advertising is a Harsh Mistress

2010-01-21T19:26:00.004+02:00

I know Lemonade has been out for a while in the USA but for my people abroad this is new. I have been let go form two agencies in my career both during difficult economic times. The lesson I learned from the experience was to keep moving. If I didn't keep moving and networking I would have never gone to Egypt and pushed my career forward. I sometimes think we Americans have such a "whoa is me" attitude. Check out some of the hash realities of advertising and how people go on with their lives. Now showing on HULU.

Client is Another Word for Hell.

2010-01-12T01:51:00.007+02:00

From Clients From Hell. A collection of anonymously contributed client horror stories from designers. Thanks Brian Johnson.

The Price of Production.

2009-07-08T14:56:00.010+03:00

Greeting's from Belgrade. I'm currently on production for Pepsi.

When bidding on this project, I tried a few animation houses. One in Chicago with a team that I have a long history with and a great working relationship. A house in Dubai that didn't work for me and then Serbia. It came down to the Chicago and Serbia. When I spoke and compared the two reels they were equal caliber and had great ideas. Now I had to look at cost. Serbia came in so low I couldn't say no.

The more I work with other resources abroad. I realize that other countries are offering great quality work at extremely competitive prices. Can the American production industry keep up? Web work out of India, TV out of South Africa, print production out of New Zealand. In an age of clients wanting to maximize costs I wonder how America can stay competitive when quality is just as good elsewhere in the world.

Check out OPEN STUDIO in Belgrade.

Hell of a ride.

2009-06-18T14:09:00.004+03:00

Artist/director Marco Brambilla and production company Crush have created a video installation for the elevators of the Standard Hotel in NYC. Using 400 video clips taking the patron on Dante's inferno style ride from hell to heaven. My question is, if you have a room on the 3rd floor are you stuck in hell?

Pictures of the installation and Q&A with Brambilla and Crush is posted here glossyinc.com/civilization.html

The future of the study group.

2009-06-07T11:30:00.003+03:00

What happens when you merge social networking and education. Tapiohka is a site currently testing this idea. Instructors and students sharing resources, giving instant gratification for the user all within a private social network.

Jim Denevan Should Visit Egypt.

2009-05-09T10:45:00.010+03:00

Jim Denevan is a wonderful artist who uses very simple shapes and incredible scale creating powerful images that are temporary as they blow or wash away. I wonder what he could do in the white desert of Egypt?

Jim also throws a wonderful event called Outstanding in the Field celebrating local food and beautiul settings for people to enjoy. Again I wonder what he would do?

I Can't Live Without My Radio.

2009-04-23T14:47:00.001+02:00

In the world of digital music players we forget it's old school grandfather the boom box. These monsters helped created the musical backdrop of rap, hip hop and house music. With it's incredible size, thumping bass, playing the crackling sounds from your favorite D.J.'s (For me it was the Hot Mix 5) . The Boom Box was the street trophy of it's generation and the backdrop to movies such as Beat Street and Wild Style.

Photographer Lyle Owerko's The Boom Box Project is a great tribute to these DD battery eaters. Now someone get me a refrigerator box and lets battle!

Redesign The Boring Newspaper

2009-04-09T15:33:00.000+02:00

Newspapers have not changed their designs in decades. But design is visual information. It's not just a photo or the content of the article. It's all of that information working in unison creating engagement. Below is an example of how great design can stimulate the dying newspaper culture.