Hasta La Creative!

How would you feel if, during high-tension moments in your favorite movies, the cameras cut to slow motion and the lead actors turned to stare right at you?

Now you might find out, thanks to a new campaign by from Fox Entertainment’s movie channel, FXM. Production company Imaginary Forces took key frames from films that are slated to air on the network, and then used 3-D animation techniques to manipulate the characters’ faces so they’d be looking at the camera.

The 10 spots, which are 20 seconds each, are loosely tied together under FX’s “Fearless” positioning, which the behind-the-scenes video says allowed Imaginary Forces to “get strange” in its approach to teasing the network’s programming.

Some of the cuts are more effective than others. Daniel Craig’s scene from The Girl With the Dragon Tattoo is particularly eerie. Will Ferrell’s from Step Brothers is particularly funny. None actually captures fear quite as well as Kevin Bacon’s in X-Men: First Class. Jesse Eisenberg’s in The Social Network might take the cake for most creepy (or maybe it’s just the whole idea of Facebook ruling the world that’s still unsettling).

Regardless, it’s a nifty experiment. As for whether it’ll make you want to watch any of the movies again—let’s just say Bruce Willis’s character in the Sixth Sense is still dead.

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CREDITS
Client: FX Networks
Designed and Produced by: Imaginary Forces
Creative Directors: Tosh Kodama, Peter Frankfurt
Art Director: Dan Meehan
Executive Producer: Ben Apley
Head of Production: Claudina Mercado
Producers: Terry O’Gara, JJ Gerber
Designers: Tosh Kodama, John Kim, Ryan Massiah, Kina Choi
Junior Designer: Wes Yang
Design Intern: Ryan Massiah
Animators: Dan Meehan, Kina Choi
3D Model Builders: DeAndre Moore, Jamin Joseph-Lackie
Compositors: Orlando Costa, Sam Cividanis, Ben Hurand
Editors: Ryan Hensley, Kina Choi
Illustrator: Alejandro Lee
Inferno Artist: Rod Basham
Photographer: Ryan Speers
Coordinators: Nicole Zschiesche, Dominick Guglielmo
Copywriter: Kyle Barron-Cohen
Music Company: Easy Feel
Composer: Mark Share

Over the last few years, “mobile-first” has become the mantra among savvy digital marketers. But a mobile-first approach seems to be more of an ideology than it is a standard in digital design. Recent research shows that marketers still invest in mobile as an afterthought or as a bolt-on to more mainstream digital programs. For some reason, executives still need more convincing to properly fund and support mobile initiatives that span the entire customer journey, not just pieces of it.

While mobile is often referred to as the second screen, the reality is that smartphones are really the first screen among connected consumers. They are always within reach. They are the first place consumers go to communicate, research and share. As of last year, mobile platforms accounted for 60% of total time spent on digital media, according to ComScore.

The truth is that “mobile-first” should be the standard for all things digital. According to a recent study conducted by Nielsen, roughly half of consumers believe mobile is the “most important resource” in their purchase decision-making. And more than a third said they used mobile exclusively. At this point, mobile-first may not be enough. To be successful, brands and agencies must think beyond mobile campaigns and start to think about mobile-only as a complete foundation for the next generation customer journey.

Continue reading at AdAge.com

Serviços de relacionamento online não são exatamente novidade, mas o sucesso mais recente dentre os aplicativos do ramo, o Tinder, promoveu uma espécie de vitrine de gente. Usando uma expressão da Juliana Cunha, ferramentas desse tipo acabam gerando um consumismo de gente.

Trabalhando em cima da ideia de diminuir a oferta para facilitar a escolha – e tentando uma questionável proposta que sugere parar de ‘consumir gente’ para se relacionar com quem possa ter algo a ver com você – surgiu o app The League, que é uma espécie de Tinder de elite, com algumas limitações.

Nele, não é qualquer um que pode sair se cadastrando. É preciso ser convidado, ser aprovado e daí então fazer parte do grupo. O algoritmo promete ser algo mais complexo também, sem essa de ‘dentre uma base de dados que te deu um joinha, esses são os que deram um joinha pra você também’. Afinal, acho que chegamos em um nível de sofisticação que supera a ferramenta ‘Crush’ do Orkut.

Tenha encontros ‘like a boss’ – mas não dê match no seu chefe.

A princípio, parece que há realmente um mercado para esse tipo de Tinder de ‘elite’ – a CEO do app, Amanda Bradford, já conquistou 2,1 milhões de dólares em investimentos, e já opera com 4.500 usuários beta na região de São Francisco, na Califórnia, com expectativa de expandir o serviço para Nova Iorque e Londres em breve.

No final das contas, continua sendo consumismo de gente, mas com vitrines de JK Iguatemi.

Post originalmente publicado no Brainstorm #9
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A parceria do BuzzFeed com a marca de ração para gatos Friskies continua indo super bem. Depois de divertidos vídeos na web, a série “Dear Kitten” estreia também na TV, em um anúncio de 1 minuto a ser veiculado durante o Super Bowl.

Ao invés de gastar fortunas com uma exibição nacional, BuzzFeed e Friskies decidiram fazer uma espécie de ‘piada interna’ – vão exibir o comercial apenas para as cidades de Pawnee City, Kitty Hawk e Los Gatos, que tem nomes relacionados ao mundo felino.

O vídeo, produzido pela BuzzFeed Motion Pictures, a produtora in-house do BuzzFeed, quer atrair outras marcas, fazendo com que elas se lembrem do BuzzFeed ao invés de agências de publicidade na hora de produzir conteúdos publicitários.

“Publicar online é um jeito de construir uma audiência, e você pode simplesmente mover essa estratégia para um novo formato, como a TV”

, explica Jonathan Perelman, VP da BuzzFeed Motion Pictures.

O vídeo acima é uma versão estendida do spot que irá ao ar durante o Super Bowl, com o gatinho veterano explicando para o novato como funciona essa esquisita reunião de humanos na frente da ‘caixa de luz’.

Post originalmente publicado no Brainstorm #9
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Publicis Groupe has extended the deadline for Sapient shareholders to accept its $3.7bn offer for a fourth time.

La designer Anouk Wipprecht a pensé et conçu cette étrange robe arachnide. Les épaules se déploient ou se recroquevillent de manière effroyable grâce à des moniteurs reliés imitant la mécanique naturelle des araignées. Un projet de biomimétisme imprimé en 3D qui en plus de répondre à une recherche technologique poussée propose un design et une structure esthétique. À découvrir en vidéo.

Counting down the 10 most-recalled ads, in association with TNS and Ebiquity.

BBH New York has announced shifts in its top tier of leadership, promoting former Chief Creative Officer John Patroulis to the newly created post of creative chairman and Executive Creative Director Ari Weiss to CCO. The moves coincide with the announcement of the departure of Chairman Emma Cookson, a founding member of the office. She will be leaving the agency to pursue new, yet undetermined, creative opportunities.

Mr. Patroulis said that growth on the business side and creative momentum prompted the changes. “We grew like crazy, we’ve been growing a lot of our capabilities and it’s changed who we are,” he said. “We had hit a point where we wanted to take a very hard look and make a shift.”

Last year was the highest single growth year in the agency’s history, with a revenue increase of over 50 percent. The agency also earned eight Gold Lions at the Cannes Lions International Festival of Creativity, including Film and Cyber Gold for the Sony Playstation “Greatness Awaits” campaign.

Continue reading at AdAge.com

Fashion and style website Refinery29 has hired Scripps Network Interactive exec Amy Emmerich to lead its burgeoning video efforts, the company said.

Ms. Emmerich, who was senior-VP programming for Scripps’ Ulive digital lifestyle network, has also worked at Vice and the Scripps-owned Travel Channel, where she helped develop “No Reservations,” the food-travel show hosted by current CNN personality Anthony Bourdain.

Her hire comes as Refinery29 plans the second season of its own version of a globe-trotting, Anthony Bourdain-style digital video series, “Style Out There,” which follows host Asha Leo around the world in search of fashion subcultures.

Continue reading at AdAge.com