universal positive – Page 13 – Unique insights and actionable ideas from The Darnell Works Agency’s daily quest for greatness.

Sharing secrets: Know your audience!

March 21, 2024May 15, 2014 by Roger Darnell

When trying to communicate with someone, it is vitally important to understand who that person is, whether or not they speak your language, their age, where they live… and also, factors like what’s on their mind right now, and where they are physically. The point of this article is to emphasize that communication – and marketing – is usually a waste of time if the particulars of the human beings comprising the audience are not taken into account. Personally, I’m shocked at how often people fail to address this mission-critical first step, explained so effectively by Seth Godin in the video presented here.

Effective communicators like Mr. Godin begin their programs by assessing their target audiences, exploring the relevant demographics and/or psychographics, and analyzing data. Indeed, the information we exude into the world is measured and used… whether we know it or not.

Case study: Smart ways to communicate

May 9, 2024May 12, 2014 by Roger Darnell

To me, one of the best ways to understand how effective marketing works is to look at campaigns that have won the most or the biggest creative industry awards, and you won’t find a recent campaign that has been more successful at winning major awards than this one from McCann’s office in Melbourne, Australia. I discuss many awards submissions with my clients every year, and in my experience, oftentimes what makes a project award-worthy is the documentation you can provide – especially when you can clearly present valid results the work has helped deliver. This theory is backed-up by the documentation for Dumb Ways to Die from McCann Melbourne, which was named “Most Awarded Agency” by Advertising Age in 2013 thanks to this project earning numerous “best of show” honors from the major international programs, including a record five Cannes Lions Grand Prix (in the Film, Integrated, Direct, PR and Radio categories).

Here are some highlights of the verbiage the agency used for this project, which was produced for Melbourne Metro Trains.

Case Study: Shilo

May 9, 2024April 15, 2014 by Roger Darnell

Last updated on Apr. 15, 2014: Shilo’s Filmmakers Shine Ever Brighter as Partners for Brands and Agencies Seeking Provocative, Original Commercials and Films

“Inspired and United Client and Agency Contacts Keep Global Media, Professional and Industry Targets In Steady Contact with Shilo’s Projects, Vibe and Culture”
See also: SHILO MEDIA COVERAGE

Shilo is an Emmy Award-winning creative production company representing a group of filmmakers led by director Jose Gomez. Internationally known for creating provocative, design-infused original film and HD video content, Shilo’s artists in New York and La Jolla, California, produce spellbinding short films, music videos and commercials for leading advertising agencies and brands. Shilo also published its own book in 2007 (“We Make It Good”) and curates the popular website WeMakeItGood.com.

Sarah Klein, Tom Mason and Redglass Pictures: Thanks for the documentary

March 21, 2024March 31, 2014 by Roger Darnell

What is the magic that allows us to connect across any span of time, distance or imagination to experience the lives and lessons of others? Of course, it’s what we simply call the story. For me personally, some of the most riveting and impactful storytelling of my lifetime has been courtesy of filmmaker Ken Burns. Like legions of other Americans and fans of quality historical entertainment all around the world, Mr. Burns’ epic works have reached me thanks to television and the internet. And while his past projects have helped shape my world view and my aims for living, beyond his work, he is mostly a mystery to me. For all of these reasons, I’m very thankful to the filmmakers Tom Mason and Sarah Klein of Redglass Pictures who created the powerful short film embedded here… to offer us all more insights into Ken Burns himself and his unique perspective on story.

“We live in a rational world where absolutely we’re certain that one and one equals two, and it does,” Burns says in the short film, “Ken Burns: On Story.” “But the things that matter most to us, some people call it love, some people call it God, some people call it reason, is that other thing where the whole is greater than the some of its parts, and that’s the three.”

Read moreSarah Klein, Tom Mason and Redglass Pictures: Thanks for the documentary

Coming soon to HBO: “Silicon Valley”

March 21, 2024March 26, 2014 by Roger Darnell

I find it interesting that the executives behind “Silicon Valley” chose the recent SXSW Film Festival to host the world premiere for their new HBO series. From everything I’ve seen, anticipation is ramping up quickly for the official April 6 debut on HBO. I thought I’d share the trailer with you and also pass along a taste of the great review by The Hollywood Reporter’s Tim Goodson. Be sure to check-out the full story.

In Goodson’s words, “The Mike Judge-created series about life in modern-day Silicon Valley

Read moreComing soon to HBO: “Silicon Valley”

Explore brand as possibility with Lippincott

March 11, 2024March 18, 2014 by Roger Darnell

Lippincott is a leading brand strategy and design firm with a 70-year heritage crafting authentic stories, memorable experiences and winning strategies for the world’s most iconic brands. Its expertise spans all aspects of brand building including strategy, design, experience innovation and organizational engagement. Recent clients include 3M, Delta Air Lines, Hyatt, Infiniti, Samsung, Starbucks and Walmart. Lippincott is part of Oliver Wyman, a global professional services organization owned by Marsh & McLennan Companies.

WIRED Video

March 21, 2024February 24, 2014 by Roger Darnell

From Silicon Valley to the depths of the ocean, from alien planets to the human brain, WIRED shows you how science and technology are remaking our world.

And now they bring you WIRED on Video. Mr. Know-It-All answers your urgent questions with scientific rigor, John Hodgman and David Rees partner up for a little surveillance comedy,

Read moreWIRED Video

LOTS to be found at “Lost”

March 21, 2024February 11, 2014 by Roger Darnell

Lost At E Minor is an online publication of inspiring art, photography, music, and more for creative people. Founded by brothers Zolton and Zac Zavos in 2005, Lost At E Minor is an imprint of Australia’s Conversant Media, also publishers of the country’s sports opinion site The Roar. Lost At E Minor’s worldwide team of editors and writers based in cities from Bogota, Berlin, New York, Melbourne and many locales in between report from 21st century civilization’s leading edge, providing a constant source of creative inspiration.

Leviathan experiments, inspires and engages

March 21, 2024January 22, 2014 by Roger Darnell

Last month, the principals of creative studio Leviathan decided to unveil their experimental proof-of-concept project entitled “Ghost Box,” which they designed to demonstrate how almost any product of any size can be brought to life by projection with you as the director. Distributed to leading creative industry media outlets worldwide as a video with a short description, the hope was to ignite enthusiasm and excitement around the project and Leviathan’s vision, artistry and craftsmanship. As shown in the demo video, Leviathan’s first application for Ghost Box was an interactive art installation involving music from Waveplant, but they also revised it into a custom car configurator. The video concludes, “Such technologies could be used for anything from a storefront window to a large-scale event,” and asks: “Now that we know it’s possible, what do you want to build?” Here are some responses.

Steve James: Thanks for the documentaries

May 9, 2024January 16, 2014 by Roger Darnell

Once again this year, the pre-Sundance buzz is headline news worldwide, with The Daily Telegraph asking if, at age 30, the renowned festival still has its edge. There and in widespread coverage, the latest news from filmmaker Steve James leads the way. Steve’s new Kartemquin Films feature documentary “Life Itself” executive produced by Martin Scorsese will have its world premiere at this year’s festival, and he will also be honored during a 20th anniversary Sundance screening set for “Hoop Dreams,” his very first film, which is also one of history’s highest-grossing and most-acclaimed documentaries. Steve continues breaking new ground as a director and I am definitely a huge fan. I also have much love, respect and admiration for Loretta “LJ” Jeneski of Nonfiction Unlimited, the LA-based commercial production company that has represented Steve and many of the planet’s best documentary filmmakers for commercial and creative assignments since 1995.