Below is a press release outlining a new venture for FMC and a synergy with my role as Head of Interactive at United Agents.
As how we are entertained and what formats entertain us, be they games, social gaming, websiodes or ripped movies, so we must engage the digital native audience and that ain’t slapping a banner ad on the side of a page and hoping they’ll click-thru. New monetisation models need to be defined and advertisers/brands are key to that development. We want our content for free.
Herewith a wondrous tale, one imagines the creative product of too much euro fizz, euro folk and frog licking (not euro but imported from the Amazon basin).
‘I’ve noticed that, by and large, motion graphics students don’t “get” network packaging. Yeah, they love flashy promos all blinged out to catch viewers’ eyeballs amongst a sea of shiny, sparkly movement. But when it comes to celebrating solid network packages, the only fans seem to be the crickets.
Maybe it’s because quality network packaging skews a little more towards graphic design than balls-to-the-wall mograph. Legibility is key. Readers need to actually read and comprehend a slate of shows or a lower-third or a mortise in order for them to be effective. And figurative legibility—how clearly the network’s identity can be “read” across its programming—is even more important, regardless of how unsexy it might be.
A solid example of what I’m talking about is this new package from Leroy and Clarkson for The Biography Channel’s revamped image as simply “Bio.” L&C rock all the graphic design angles: negative space, scale, judicious use of grid systems, repetition, vibrant but not excruciating chromatic contrasts—you get the idea.
The package’s clean lines and snappy animation imbue Bio with a friendly but sophisticated personality—the kind of branding that’s worth big bucks, even if it doesn’t jump right out and demand them.’
Dove’s first viral in the series, Evolution, won a Grand Prix at this year’s Cannes Lion Festival. Now they’re back with Onslaught and as a father with a young daughter this hits you like a well moisturized stream train.
‘Michel Gondry’s imaginative new film for Motorola attempts to incorporate the functions of the RAZR2 into the fantasy world he has created. Gondry mentioned that this was a particularly difficult shoot, because all of the scene transformations were done mechanically and in-camera (which is not unusual for him, however he pointed out that he doesn’t think he has done it before at this level).’
The Fallon/Sony partnership has so far produced coloured balls and explosive tower blocks. Their latest collaboration features stop-frame animated coloured bunnies hopping around New York whilst Mick Jagger & Co croon about ‘rainbows’. It’s Morph on acid, Play-Doh porn, genius.
‘With most agencies still getting to grips with the multimedia world, Fallon’s argument is that you just have to be very entertaining and the medium may do the rest for you.’ (MediaGuardian 1/10/07)
It’s not what the client wants to hear, but Fallon’s success is testament to the new rules of marketing, it’s no longer about what the brand can tell you, it’s about what they can do for you, simply put, ‘entertain’.
The modern definition of ‘brand’ is a curious thing - take Banksy, self-appointed brandalist and fat-cap(italist) - he’s kinda Brand 2.0, fetching logo, folk heroic status, he’s making millions and he’s being faked. He has the authenticity that brands like Levi’s, Diesel and Stussy try and recreate in an East London studio in order to sell apparel to wayward post-teens.
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Below is a press release outlining a new venture for FMC and a synergy with my role as Head of Interactive at United Agents. 
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