Saturday, June 25, 2005
Sunday, June 5, 2005
Being an art director sucks.
Yes it does.
When the account team asks for the 29th time to make the logo bigger while the writer stands behind you arguing with them that the logo should have an ® mark every place it appears, not just the main logo on the cover.
When it’s 10:49 pm, and Shaq and Co. are about to beat Detroit, but you won’t be seeing that game since you’re still at work.
When it’s your kid’s play and you can’t be there because leaving ‘early’ at 7:00 pm means you’re not a ‘team player’ but the account exec booked at 6:45 just because ‘I have to be somewhere.’ No shit. And I don’t?
When it’s midnight and you’re ready to crash, but you just remembered you still have to prepare an invoice for last week that's due tomorrow along with your time sheet.
It's times like these that being an art director sucks.
Even if the art direction on this particular piece was brilliant, if I do say so myself, and the account team and/or client doesn't know sod-all about color. But hey, I'm just an art director. ¿Qué sé yo?
And so it is after years of beating my head against this proverbial wall of suckdom that I need to take on a new creative outlet. One which allows me to have around 78% say over the final piece, not the 34% currently afforded most ADs. Hence, the start of my scriptwriting pursuits. (Check out the link to the right for more on that.)
Sure, an editor reading it might have comments or suggestions that just might improve it. Or, when it’s in production, the studio could have some notes. Some might suck, some not. But it wouldn’t be that bad though. Know why?
Because the damn idea was entirely mine to begin with, that’s why.
My script is not focus group driven. It's not ‘different’ than what the client thought it was going to be. It doesn’t have brand guidelines to adhere to. (Maybe some product placement, but that's for another time.)
If I want the car to SPIN out of control and CRASH through the barrier with the occupants EJECTED through the windshield onto the highway and landing in a BLOODY MASS, then I will.
Tell you what though: if it makes you feel better, I’ll let you pick the color of the shirt of the driver who was ejected. After all, I'm all about give and take.
But hey, I’m just an art director. What do I know?
More to come.
When the account team asks for the 29th time to make the logo bigger while the writer stands behind you arguing with them that the logo should have an ® mark every place it appears, not just the main logo on the cover.
When it’s 10:49 pm, and Shaq and Co. are about to beat Detroit, but you won’t be seeing that game since you’re still at work.
When it’s your kid’s play and you can’t be there because leaving ‘early’ at 7:00 pm means you’re not a ‘team player’ but the account exec booked at 6:45 just because ‘I have to be somewhere.’ No shit. And I don’t?
When it’s midnight and you’re ready to crash, but you just remembered you still have to prepare an invoice for last week that's due tomorrow along with your time sheet.
It's times like these that being an art director sucks.
Even if the art direction on this particular piece was brilliant, if I do say so myself, and the account team and/or client doesn't know sod-all about color. But hey, I'm just an art director. ¿Qué sé yo?
And so it is after years of beating my head against this proverbial wall of suckdom that I need to take on a new creative outlet. One which allows me to have around 78% say over the final piece, not the 34% currently afforded most ADs. Hence, the start of my scriptwriting pursuits. (Check out the link to the right for more on that.)
Sure, an editor reading it might have comments or suggestions that just might improve it. Or, when it’s in production, the studio could have some notes. Some might suck, some not. But it wouldn’t be that bad though. Know why?
Because the damn idea was entirely mine to begin with, that’s why.
My script is not focus group driven. It's not ‘different’ than what the client thought it was going to be. It doesn’t have brand guidelines to adhere to. (Maybe some product placement, but that's for another time.)
If I want the car to SPIN out of control and CRASH through the barrier with the occupants EJECTED through the windshield onto the highway and landing in a BLOODY MASS, then I will.
Tell you what though: if it makes you feel better, I’ll let you pick the color of the shirt of the driver who was ejected. After all, I'm all about give and take.
But hey, I’m just an art director. What do I know?
More to come.
K-Fed 2007 Q&A
Kevin Federline Q&A - Working on the Nationwide Super Bowl Ad and Life in 2007:
1.) Why were you interested in working with Nationwide on their Super Bowl commercial? What did you like about the concept?
The world knows the ups and downs of my life - I’m a perfect example of how ‘Life Comes at You Fast,’ and like all of us, I’ve been faced with many obstacles. Pairing up with Nationwide may be a big surprise, but this ad is a perfect fit for me, since it shows why everyone needs to be ready for what life throws at them.
2.) Your living proof that life does come at you fast! You had a very busy year. If you had to sum up your 2006 in one sentence, what would you say?
When life comes at you fast, roll with the punches and move on.
3.) Music is a big part of your life. You recently released an album and you show off your musical skills in Nationwide's Super Bowl commercial. Who are your biggest musical influences and why?
I have influences in all genres of music, from pop to rock to hip-hop and rap. My biggest influences include 2-Pac, Too Short, Snoop, etc. Music has always been an important part of my life.
4.) It’s the start of a new year. What should we look for from Kevin Federline in 2007?
This Nationwide commercial is the first chance for the world to see the new Kevin Federline, who gets the importance of making good decisions and being better prepared for the future. I’m determined for the world to see a new and improved Kevin in 2007, so be on the lookout for upcoming big announcements in TV, film, fashion and music this year.
----
Steven Schreibman Q&A - VP of Advertising and Brand Management, Nationwide, on Choosing K. Fed. to Appear in the "Life Comes At You Fast" Campaign for Super Bowl 2007
1.) Nationwide has been poking good humored fun at the cult of celebrity in several commercials so far. First MC Hammer and Fabio and now Kevin Federline. Why did you think Kevin was the perfect star for this year's Super Bowl commercial?
I’ll be the first to admit that Nationwide and Kevin Federline are an unexpected combination, but that is part of what has made our campaign so successful. We hired Kevin Federline because he may be the most recent and best example of our ‘Life Comes at You Fast’ message. In the past year, there has been no more public example of how life comes at you fast than Kevin Federline. He’s everywhere in the media, and people can’t get enough information about the changes happening in his life, or what will come next after the smoke clears.
2.) How did you go about developing the concept and how would you describe it in your own words?
Last year romance novel icon Fabio was transformed into a haggard senior, much to the dismay of his on-camera love interest. In 2004, rapper MC Hammer sat dejected as his mansion was repossessed by the bank. Now Kevin Federline will be the third celebrity to appear in our Life Comes at You Fast campaign and make a splash at the Super Bowl by poking fun at the way his own life changed unexpectedly.
We view our ‘Life Comes at You Fast’ advertising as entertainment with a serious message. I think the shock of seeing Kevin in a Nationwide ad manning a drive-thru window is going to grab people’s attention and make them laugh. But that will open the door for a serious message about preparing for the future. While there is only one Kevin Federline, there are many who feel the impact of life’s unexpected moments and can use help. Nationwide provides a wide range of products that can help people prepare for life “coming at them” including a full range of insurance and financial services products.
3.) What do you hope to accomplish with this ad?
Nationwide is primarily known as a property and casualty insurance company. This ad calls to mind the kind of life events that our other significant division, Nationwide Financial, can help customers prepare for or avoid. We hope more people will understand that Nationwide Financial is a leading provider of a variety of financial services that help consumers invest and protect their long-term assets. Visit Nationwide.com on January 29 to view the ad, or watch it live during the 3rd quarter of the Super Bowl.
4.) Were there any particular moments during the shoot with Kevin Federline that really stood out or surprised you?
I think everybody’s favorite moment was watching Kevin record the rap, “Rollin’ VIP,” which T:M wrote specifically for this spot. Kevin was a total pro – he has a great sense of humor – and polished off the rap in less than an hour in the studio. The other moment which we’ll all remember is the humor Kevin added to the fast food scene. His ad libs alone could make an entirely new commercial.
1.) Why were you interested in working with Nationwide on their Super Bowl commercial? What did you like about the concept?
The world knows the ups and downs of my life - I’m a perfect example of how ‘Life Comes at You Fast,’ and like all of us, I’ve been faced with many obstacles. Pairing up with Nationwide may be a big surprise, but this ad is a perfect fit for me, since it shows why everyone needs to be ready for what life throws at them.
2.) Your living proof that life does come at you fast! You had a very busy year. If you had to sum up your 2006 in one sentence, what would you say?
When life comes at you fast, roll with the punches and move on.
3.) Music is a big part of your life. You recently released an album and you show off your musical skills in Nationwide's Super Bowl commercial. Who are your biggest musical influences and why?
I have influences in all genres of music, from pop to rock to hip-hop and rap. My biggest influences include 2-Pac, Too Short, Snoop, etc. Music has always been an important part of my life.
4.) It’s the start of a new year. What should we look for from Kevin Federline in 2007?
This Nationwide commercial is the first chance for the world to see the new Kevin Federline, who gets the importance of making good decisions and being better prepared for the future. I’m determined for the world to see a new and improved Kevin in 2007, so be on the lookout for upcoming big announcements in TV, film, fashion and music this year.
----
Steven Schreibman Q&A - VP of Advertising and Brand Management, Nationwide, on Choosing K. Fed. to Appear in the "Life Comes At You Fast" Campaign for Super Bowl 2007
1.) Nationwide has been poking good humored fun at the cult of celebrity in several commercials so far. First MC Hammer and Fabio and now Kevin Federline. Why did you think Kevin was the perfect star for this year's Super Bowl commercial?
I’ll be the first to admit that Nationwide and Kevin Federline are an unexpected combination, but that is part of what has made our campaign so successful. We hired Kevin Federline because he may be the most recent and best example of our ‘Life Comes at You Fast’ message. In the past year, there has been no more public example of how life comes at you fast than Kevin Federline. He’s everywhere in the media, and people can’t get enough information about the changes happening in his life, or what will come next after the smoke clears.
2.) How did you go about developing the concept and how would you describe it in your own words?
Last year romance novel icon Fabio was transformed into a haggard senior, much to the dismay of his on-camera love interest. In 2004, rapper MC Hammer sat dejected as his mansion was repossessed by the bank. Now Kevin Federline will be the third celebrity to appear in our Life Comes at You Fast campaign and make a splash at the Super Bowl by poking fun at the way his own life changed unexpectedly.
We view our ‘Life Comes at You Fast’ advertising as entertainment with a serious message. I think the shock of seeing Kevin in a Nationwide ad manning a drive-thru window is going to grab people’s attention and make them laugh. But that will open the door for a serious message about preparing for the future. While there is only one Kevin Federline, there are many who feel the impact of life’s unexpected moments and can use help. Nationwide provides a wide range of products that can help people prepare for life “coming at them” including a full range of insurance and financial services products.
3.) What do you hope to accomplish with this ad?
Nationwide is primarily known as a property and casualty insurance company. This ad calls to mind the kind of life events that our other significant division, Nationwide Financial, can help customers prepare for or avoid. We hope more people will understand that Nationwide Financial is a leading provider of a variety of financial services that help consumers invest and protect their long-term assets. Visit Nationwide.com on January 29 to view the ad, or watch it live during the 3rd quarter of the Super Bowl.
4.) Were there any particular moments during the shoot with Kevin Federline that really stood out or surprised you?
I think everybody’s favorite moment was watching Kevin record the rap, “Rollin’ VIP,” which T:M wrote specifically for this spot. Kevin was a total pro – he has a great sense of humor – and polished off the rap in less than an hour in the studio. The other moment which we’ll all remember is the humor Kevin added to the fast food scene. His ad libs alone could make an entirely new commercial.
Saturday, June 4, 2005
Disclosure policy
Since so many people seem to like ’em, and if you absolutely must have one, well here’s mine, and it’s all true:With the exception of Aliens and Jackass 2, I hate sequels. I also don’t get paid to write this blog or endorse anything. I have a day job as an art director which pays me instead. Sometimes the gig is on-staff, sometimes freelance.
I also think the UK version of the Office is superior to the American version, call me crazy. I spend too much time blogging. And complaining. And complaining about blogging.
What else... oh yeah, I signed with a blog directory Newstex that carries a lot of other bloggers, read about it here. They approached me a few months ago. All that means is nothing changes. I still don’t get told, paid or compensated to endorse anything, let alone be told how or what to write, but if my blog generates a certain amount of traffic, they will pay a very small fee per quarter for any traffic I generate for them in their directory, not here.
One day, if they or anyone else ever do deem something I write worthy enough to be paid for or sold? Ha, but ok. If they want to license anything here commercially to be used elsewhere like mousepads, tees or condoms, then I’ll mention that.
Other things, ok, well, I hate the sound of liquid pouring. Especially on radio. Beer, soda, whatever. Can’t explain it, but I hate that sound almost as much as I hate the Grateful Dead.
And I hate, the fucking Dead.
Lemmee see... want more? Ok, I carry no outside advertising on the blog. Only ads you’ll see are the ones I post positively or negatively about related to the biz. But stuff like Google AdSense and banner ads? Click away on your own blogs then people. I just don’t want to include that stuff on this here blog. If someone else though wants to make something off the traffic their blog generates and run that stuff, more power to them.
Which is NOT the same thing as being paid to review something in a post, something I don’t believe in. That’s why people are blog-gers, not review-ers.
If there’s something I want to share in terms of a movie, CD, book or some other product I tried, I’ll tell you about it because I like it and think you just might too. Same goes for stuff I hate too. Nobody pays me to hate stuff.
That, well that, I also do for free.
Every book, movie, CD or product that I’ve reviewed and which I used, I paid for out of my own pocket. Exceptions obviously are websites, TV shows or other things that are available free to anyone. (Free as long you bitches remember to pay your monthly cable/internet fees.)
So anyway, I signed up for Amazon.com’s affiliate program a year after starting this blog and after I read most of the books in the sidebar. What’s that mean? Well, any book I decide to link to now and in the future that someone orders from Amazon supposedly earns me PowerBall dollars. How much has that translated to in a year you say?
$2.53.
For three books.
That’s right people, I said .53¢
Nobody from Amazon approached me to do it. Any of those books that I like and that I read helped me professionally. Some I reviewed on the blog, most I didn’t. (The ones I didn’t review are likely industry standards recommended by prominent advertising creatives/bloggers I respect, such as Ernie Schenck and others.)
Either way, I only include stuff I think people will dig. If a new band comes out or someone turns me onto some new movie, I’m gonna let you know because it’s cool and worth sharing. In that case, I may include a link in the post to Amazon, the band’s website or the IMDB just so you can get more info or sample songs, vid clips, etc.
If you wanna order it? Go for it. If not? Do that not, too. Get it any way you want, I’m just here to tell ya’ about it. The vast majority of anything reviewed here is in the posts anyway and eventually drops out of site. I don’t like gunking up the sidebar with a shitload of lists if I can help it.
Again, as far as endorsements to say nice things or review stuff, lemmee clear my throat y’all:
INGEN BETALAR JAG TILL
Look it up. Why? Another disclaimer: nobody’s paying me to do it for you. (It’s Swedish, if that helps.)
And if there’s an exception, it’ll be mentioned right up front in the post, for example, George Parker’s book review where I could only preview an uncorrected galley version he sent me.
As for other things to disclaim, well, I wish there were more drive-in theatres. A shame, really. The new Battlestar Gallactica is better than the original. (The play stands as called: in this case, there is no violation of the sequel rule - this is a remake.)
And on that note, I’ve disclosured enough for now.
Tags: disclosure policy
Subscribe to:
Posts (Atom)