NEW WORK FOR MERRICK PETCARE

K9s for Warriors rescues shelter dogs and trains them to be service animals for veterans living with Post Traumatic Stress Disorder.

It’s a real win-win if there ever was such a thing.

The vets get to live their lives again, and the dogs get a reprieve and a home and a purpose for life

Merrick Petcare has been a partner to this very worthy cause for some time now.

So we created these films to celebrate this partnership.

One features Randy Dexter and his lovely family, including service dog Captain, his canine partner for life. The other features the CEO and staff of the K9s For Warriors training center in Jacksonville FLA.

Thanks to Debbie Klonk for her expert interviewing and directing skills.   We couldn’t have done this without you.

And a shout out to Randy and Becky’s delightful daughters – Selena and Sophie.

It was great fun hanging out with you guys.  And Captain too!

 

By | June 8th, 2018|Categories: blog|Tags: , , , |0 Comments

NEW WORK FOR CLIENT EGO POWER PLUS LAWN TOOLS.

OK, this was a big one.

How often do you get to introduce and advertise something, the very idea of which, literally excites you?

Drum roll…presenting the new EGO POWERPLUS string trimmer that automatically winds the string.

No more mind-numbingly complicated and frustrating manual insertion of nylon string on hot summer days every single bloody time your bloody string f**king breaks.  No more of that!

This innovation excites me greatly.  As you can probably tell.

What used to be really, really, really annoying and very time-consuming now just takes seconds and is as easy as proverbial pie.

So, what did we do to announce this quantum leap in lawn maintenance technology?

Well, we jumped out of a plane and inserted the string in at 20,000 feet.

For real. No CGI, no film trickery.

Just real actual skydivers changing string at twenty thousand feet.  As you do.

We also had someone insert the string into the string trimmer against the clock while under threat of being crushed by two moving walls.

Luckily this chap too survived his slightly less heart-stopping string-trimmer adventure.

Thanks once again to the inimitable team of executive producer Norm Reiss and ace director Shane Valdes.

Not sure how you guys pulled these off but thanks for delivering for us yet again.

By | June 5th, 2018|Categories: blog|Tags: , , , , , , , |0 Comments

DAVID MAMET. A VERY RUTHLESS MAN.

I know it might not a very controversial position in 2018, but  Chicago playwright, director and screenwriter David Mamet can really tell a story and hold your attention.

And he does it by being ruthless

He’s ruthless on himself, on his ideas, his scripts, on his actors and everything else he can be ruthless on.

All in service of holding the attention of his audience.

And that’s one reason he’s great. He is more impatient than the audience whose attention he is so desperately trying to attract and hold.

The prospect of losing an audience’s attention clearly causes him physical pain.

He understands that attention is the most precious and fleeting commodity.

If your audience has to think for even a second, you’ve lost them.

And his entire working method is built around the notion that attention is  sacred.

It’s kind of common sense when you think about it. But it’s really hard to do in practice.

It’s tempting as a filmmaker, playwright or advertising or marketing person to delude yourself that you somehow have a right to people’s attention. Like they have nothing better to do than watch your shit just because you did it and you like it.

I highly recommend watching this video if you are a professional storyteller of any description.

Mamet makes a great point in this video that I figured out years ago. Thank god.

If you like an idea, tell it to someone who doesn’t give a shit and then watch their eyes as they react to your idea.

In other words, get out of your own head and see how the real world reacts to your ideas.

It’s brutally effective. And it keeps you honest. And you sell more ideas.

If their eyes don’t twinkle when you tell them your idea, throw it away. It’s worthless.

I figured this one out the hard way. When I first worked at a big agency on a big flashy account.

It was a very competitive situation.

So my ideas had to tell well in order to sell.

They had to get a positive reaction from EVERYBODY to make it into the presentation and then get bought by the client.

So out of sheer panic at not wanting to fail miserably, I would tell my ideas to anyone who would listen before I presented them to my boss.

Literally anyone. The Fedex guy. The receptionist. Didn’t matter. All I wanted was an honest reaction.

Let’s say I have five ideas I liked. I think they’re all good. Equally good? Probably not.

What I found was that in the process of telling random people my ideas I would automatically, and unconsciously, spit out the best ideas first.

Suddenly it was apparent that I didn’t have five good ideas. I had one good idea and two meh ones.

Simply because I wanted to make this person laugh/like me, I was now in the real world of storytelling,

I was on stage. I was performing. I really wanted to impress them.

Suddenly I got very ruthless on my own ideas. That way I wasn’t waiting for my boss or the client to be the first to get ruthless ony my ideas.  I got there first.

This process can be painful but it never fails.

I encourage all junior creatives to do it.

Guess what, only the really hungry and desperate ones do.

By | May 21st, 2018|Categories: blog|Tags: , , , , , |0 Comments
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