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Friday, Aug. 9, 2019
Perhaps you’ve noticed that mindfulness is quite popular lately. There’s an array of guided meditation apps available, motivational book titles are being released regularly, and there seems to be a renewed interest in techniques of self-reflection first defined over 2500 years ago. But as...
Friday, May. 24, 2019
Why Casting For Commercials Is Paramount In This Hard Sales Era
In the world of 30-second storytelling, there are days of location scouting, disputes over wardrobe choices and heated exchanges over which couch the spokesperson will sit on. At these times, I remind myself of the simple truth of commercials: performance is everything. Audiences love characters...
Wednesday, Apr. 3, 2019
How To Pay the Bills With Passion Projects
Passion projects come in all shapes and sizes and can present both great opportunities and great challenges. Although it can be tough to find time for projects you may not be getting paid for, the networking and growth opportunities are worth it, especially in advertising. The “freebie” has...
Friday, Mar. 29, 2019
How To Win Over Generation Z
When it comes to Generation Z, and how important they are for the future of your brand, I like to think in terms of the leaky bucket concept. Every brand is a leaky bucket: over time, consumers will fall out. They find someone else they love more, their focus shifts, they get bored, whatever. If...
Friday, Feb. 8, 2019
Goodbye to You
How does one make an impact in music? For many folks like me, who were formally trained in music, impact is a calling. Is it by: producing a hit song? mentoring young thirsty musical minds? discovering somebody gifted? devising a trend? being THE person behind the music? being the defiant one, the...
Friday, Dec. 14, 2018
The Changing Production Economy
The industry is constantly evolving, but one trend that looks like it will continue is the decrease in economic pressure on production, which will occur due to several factors. First, the easy accessibility of the technological tools for content production has driven a rapid growth in the number of...
Tuesday, Aug. 21, 2018
Why Film Is Still Great For Spot Work
A recent project I directed for Vodafone Greece took the spot into a whole other world by shooting on film. Agency creatives might want to opt for shooting film more often, especially when the story needs to evoke strong emotion. The future is about having options, both film or digital, depending...
Thursday, Aug. 16, 2018
There Is A Life After Commercials
A few weeks ago I sent an e-mail to introduce someone to an old friend who has produced TV commercials for many years. Since I had not spoken with him for quite some time, I felt I had to give him an update about my recent activities and I wrote something like: “Since last time we met I decided not...
Friday, Aug. 10, 2018
Post Services Virtually Anywhere
With the cost of Internet coming down and the availability of robust Internet service providers (ISPs) going up, a client may set foot in the post house lobby a lot less often because post services are no longer bound by the building’s four walls. Just four years ago, well over 2,000 ISPs existed...
Friday, May. 18, 2018
From Wake-Up Calls To Calls To Action: How The Right Content Leads To More Traction
Let’s face it: with today’s ever-changing and oversaturated media landscape, it’s harder for content creators and brand builders to cut through the noise in a meaningful way. Gone are the days when producing visually-appealing content was enough. In this age of hashtag “slactivism” and “fake news...