Redeeming the Creative Process SyFy

Working in creative endeavors has always been interesting. Balancing art and commerce is a fine line, and when it applies to advertising, promotion and marketing, it can get very blurry.

You can always tell the ads and creative marketing ideas that had “too many chefs.” I had an embarrassing moment one time when looking at a magazine ad. I commented on what a piece of garbage it was, only to hear the person standing next to me say “I shot the photo for that ad.” Naturally, I responded, “well, it does have some redeeming qualities!”

Whenever I start a project working with a new art and design group, I often have to temper their attempts to redesign the logo. Seldom have I worked on a project where the logo was so bad that it was bringing the company down. However, most designers are apt to consider their opportunity to have lasting impact on the company.

Good creativity needs to focus on the audience and the story we are telling. You can always go back and worry about the logo later.

Recently I noticed that the Sci-Fi network changed their logo, and I have to agree with graphic designer Ken Carbone. “Dear SyFy, Imagine Greater – Please!” – read more…

U2’s Got Show

This band continues to define who they are and where they are going!

In working with Indie Artists and with Live Music Producer Tom Jackson, I am constantly reminded about the power of the show and why we need to create moments for the audience.

This is true whether you are an artist selling music or a company selling a product. If you have not read it, check out the Experience Economy by B. Joseph Pine II and James H. Gilmore listed in my recommended reads.

U2 opens its 360 world tour on a huge stage designed by Hoberman Partners. Here are the first pictures and video. Read more…Images of U2′s Insane 360 World Tour Stage

Pixar Wins With Up

Pixar has done it again! With great story tellers and consistent delivery, they have continued their movie success with Up.

No doubt, one of the reasons Pixar scores so high with their movies is that they are dedicated to creating great stories. Poignant characters and a solid plot are regular Pixar qualities. The casting of just the right actors to supply characters’ voices add to the movies, as well as the creativity applied to character details. And, of course, the quality of the animation and soundtrack is always top-notch.

Then there’s the marketing side of the films. On this latest film, Northwest Airlines teamed up with Disney and Pixar to create the “Up Adventure of a Lifetime” sweepstakes. To enter, users had to be registered on MySpace, list the Up MySpace profile page as one of their top friends, and add a comment to the Up profile.

Up’s MySpace page let visitors view trailers of the film and watch short episodes, download wallpapers, posters and buddy icons. And its dedicated movie page on Yahoo had videos, stills and a countdown widget. Up also premiered 40 unfinished minutes of its story at numerous events around the country earlier this year.

Hollywood has lost trust with most people, but Pixar continues to own it with their audience. Go see Up!

Rotten Tomatoes gives it an astonishing 97% – Read more, see trailer…

The Beauty of Ugly

I just received a retail catalog in the mail. You know the kind – the one with trashy jewelry, unbecoming apparel, and nick knacks to help clutter your home in easy installment plan payments. It made me wonder who would buy this ugly stuff! And then I remembered the old adage, “beauty is in the eye of the beholder.” This retail store has an audience that has kept them in business for decades.

There’s a lesson to be learned here: you need to stick with your audience. Whatever products you market, you need to know who you’re selling to and why they’re buying it. If it isn’t the beauty of theitem, what is it? A connection they make with the product? A usefulness that goes beyond the design?

Fastcompany.com has a great article on “Why Ugly Sells” and the author says, you need to “understand the emotional sources for taste so that you can appeal to them.” Read Article…