Unique insights and actionable ideas from The Darnell Works Agency’s daily quest for greatness.
It’s been almost 10 months since Cutters Studios rebranded its design and VFX division, which since 1997 had built a solid reputation in Chicago as Sol Design FX. With the addition of executive creative director Brad Tucker and executive producer Darren Jaffe, last August the company opened-up shop in Santa Monica and began life with a new name: Flavor.
At the time, Cutters Studios president and CEO Tim McGuire shared these insights: “Something new and exciting is happening in the design industry and it’s time to refocus our talent and effort to make a statement. Brad and Darren are true leaders in motion design known throughout the industry. They will work closely with all of the Cutters Studios locations.”
I have expressed my appreciation in the past for LJ Jeneski of Nonfiction Unlimited, the LA-based commercial production company that since 1995 has been built upon the idea of exclusively representing the planet’s best documentary filmmakers for commercial and creative assignments. We worked together over the period that launched us all into a very busy 2007, and I feel we accomplished a lot together. At that time, the company’s elite roster included directors Rob Bindler, Paul Crowder, Steve James, Robby Kenner, Barbara Kopple, David McNamara, Stacy Peralta, Earle Sebastian, Ondi Timoner and Jessica Yu. It was my introduction to most of these incredible talents, and through the process of updating bios and promoting their newest projects, I got to know many of them pretty well.
Among my early assignments was touching-up an already stellar bio for Mr. Peralta. Here’s a snip from that writing amalgam I can only take a little credit for.
So far, the life of award-winning documentary filmmaker, accomplished television producer/director and Nonfiction Spots commercial director Stacy Peralta is literally a Hollywood movie – or more precisely, several of them.
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.
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.
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.
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
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.
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,
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.