Creativity Top 5: July 10, 2012

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Google continues their digital/analog promotional goodness with the multi-lingual input tools video. The Refuge spot is haunting and effective. And while I am already sick of Olympic coverage, the opening titles showcased here are fantastic. ​

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Project Re:Brief, the documentary

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​Last March I tweeted about Google's Project Re:Brief:

During the Cannes Lions Festival of Creativity Google premiered a documentary, directed by Emmy winner Doug Pray, to share the experience of making the re-imagined campaigns. 

Project Re:Brief, the documentary - Google Blog:​

This hour-long documentary follows the story of the five art directors and copywriters who made the original ads as they come out of retirement to “Re: Brief” their classic campaigns: Harvey Gabor (Coca-Cola’s “Hilltop); Amil Gargano (Volvo’s “Drive it like you hate it”); Paula Green (Avis’ “We try harder”); and Howie Cohen and Bob Pasqualina (Alka-Seltzer’s “I can’t believe I ate the whole thing”). While major shifts in technology have reshaped the advertising business, as we learned from our heroes of the past, the basic tenets of storytelling haven’t changed. We found these icons’ ideas, wisdom and passion for great advertising inspiring and hope you do as well.

This documentary is as fascinating as the re-imagined campaigns. It is the genius of old school advertising meeting the realities of digital. In the middle of all the technology we are reminded of the words of Bill Bernbach "Always adapt your technique to the idea, and never your idea to the technique."

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

The Quest For Perfection

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I don't believe in perfection. I think there is nothing more boring than perfect. It is the flaws, the human touch, the hand-made, mind-made of things that bring us back and connects us to good creative work. But if perfection is what you seek then you better remember that perfection is not something you add at the end, like an accessory, the cherry on top. If you believe in it then you better remember that perfection is doing lots of small things, at every step of the way, exceptionally well.

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

It's all in the timing: What I learned this week

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On July 4th physicists working in Geneva at CERN, the world’s biggest particle-physics laboratory, announced that they had found the Higgs boson (see article). Broadly, particle physics is to the universe what DNA is to life: the hidden principle underlying so much else. Like the uncovering of DNA’s structure by Francis Crick and James Watson in 1953, the discovery of the Higgs makes sense of what would otherwise be incomprehensible. Its significance is massive. Literally. Without the Higgs there would be no mass. And without mass, there would be no stars, no planets and no atoms. And certainly no human beings. Indeed, there would be no history. Massless particles are doomed by Einstein’s theory of relativity to travel at the speed of light. That means, for them, that the past, the present and the future are the same thing.
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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Creativity Top 5: The Cannes Edition

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The radio idea is so clever. 

And this week's edition. The Cadbury Joyville campaign continues with inspired events. Commutes would be simpler if there were free chocolate to go with it. ​

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.