Have you ever heard someone say ‘The future of music lies in mobile?” Yeah, we heard that too. So we took on the challenge of helping mobile music sales with this project. Especially since it was a using a mobile media placement a.k.a. a bus poster.
Sydney Bus at QVB by Neeravbhatt und CC
In collaboration with Starcom and Radio Nova and their talent ‘Smallzy’ we developed a concept that tapped into the insight that everyone on the bus just wants to ‘zone out’. It is called ‘Trak in Transit – tune in and zone out’.This series of music acts, featured within the bus, offer every track ready for download on PopMob.
This bus poster is a template, ready to be changed with different acts. Design Director Toby Caves chose an art direction that allowed him to flex his illustration muscles along the way. Have a look at the various stages of visual transportation:
And as you are coming to the end of the line, listen to this: Can you resist the simple charm of the Bom, Bom ?
At Amnesia, we like to think we’re pretty in the know when it comes to things digital. In walks in a 15-year-old who couldn’t imagine images without hashtags and scoffs at our ignorance to the meaning of tbh.
“To be honest…cheh”
Rachel doesn’t remember a time before the Internet, or for that matter before social media, and admits that her generation’s relationship to it borders addiction and displays the traits of narcissism.
Take ‘Likes for Likes’ as an example. These are Facebook posts which bait ‘likes’ in return for words of praise (or sometimes less kind words) in the form of wall posts from the post’s publisher.
‘Likes for Likes’: Like baiting for compliments
Or albums dedicated to self portraits, more often than not girls pouting or posing in their bikinis, all with the hope of attracting that all important ‘like’.
But is it addiction or narcissism if it’s the norm?
Sure, for us Gen-Y’s (we’re getting old now people) posting ‘selfies’ with the expectation of attracting thousands of likes and accumulating friends like they were going out of fashion, is behaviour that is not only foreign but fanatical.
Yet can we truly label this up and coming generation narcissistic without performing some due introspection?
I’m pretty sure the last time I checked, within my increasingly brand dominated newsfeed, my friends were posting albums of weddings, baby pics, Eiffel Tower shots and ‘pets doing cute things’. Sure these images aren’t likely to attract thousands of likes, but if not for the sake of attention than what?
Rachel teaching us a thing or two about social media use in Gen Z
Saying we have a generation coming through that is narcissistic is not only crediting the technologies they use but is a form of shifting the blame otherwise known as technological determinism.
Technological determinism tells us that it is technology that drives social change, not the other way around. I have never been a huge fan of this theory, as I’d like to think that humans are autonomous beings that have the capacity to govern their own social change and develop technologies depending on their changing needs.
Either way, there is a stark difference in the use of social media between generations and whether this is simply a question of maturity, we would be silly to shun it or deem it deplorable without taking the opportunity to learn something new.
Like Snapchat! Woah, where did that app come from? According to Rachel, it’s what all the cool kids are using and we’re desperately behind with the times.
Snapchat taps in on the image sharing phenomenon but rather than being another image archive, this app allows a person to take and send a picture and decide how long it is visible by the person who receives it. After a maximum of 10 seconds, the picture disappears and can’t be seen again.
Snapchat: Honest communication
My natural thought process landed on the more x-rated possibilities this app affords.
I have a degree in Television producing, so surely we can figure something out. I know a friend whose parents still smother him with gifts (instead of love) and he just got a new Canon 5D – he probably knows how to use it by now too. While everyone else was studying Economics, another friend and I spent our senior high-school years ‘learning’ Film & TV. He used to have a pirated copy of Final Cut on his laptop, so he can probably edit some stuff to look real sexy.
Yeh, we can make you a video alright. Maybe it’ll even go viral – why not? As for remuneration, just buy us a case of beer and we’ll call it even. Easy.
…if only.
The art of film is exactly that – an art. Professionals exist for a reason, and have spent years refining their skills in one of the many particular and often excruciatingly specific roles that exist in the industry. You’ll find a guy on set whose only role is to change the focus of the camera during a shot (Focus Puller). Why? Because he is damn good at it.
As Razorfish moves further into the realm of creating great video content for its clients, we must accept that we aren’t traditionally the experts in this area. Luckily, the guys at Thinkbone are.
To set the scene (so to speak) this week Thinkbone’s crew turned our lobby into a live set in order to teach us a thing or two about production, budgets, and the different outcomes you can expect. They were to film the same scene (Pulp Fiction’s famous “$5 Milkshake”) three times – each with a different budget, and thus final product. For the purpose of the exercise, let’s assume each budget is for 60 seconds of final video.
Low budget: For this we are looking at a stripped back pre-production (logistics, scripts, basically all the organizing), three days of post, a bare minimum crew (Producer/Director, Production Manager, Production Assistant, D.O.P), catering and a basic camera and tripod set-up. Oh, and your mate/Mum/cousin acting. Approximate total: $20,700.
For that you can expect to produce something resembling the quality of video below:
Medium budget: In addition to the above, we’d be looking to add an Art Department, props, wardrobe, casting, semi-professional Actors, make up, location costs, and a beefed up camera kit. Approximate total: $ 65,200.
And for the extra money and effort you’ll be looking at something of this quality (ignoring travel costs):
High budget: Let’s add more crew, professional actors, expert lighting, more location costs, more catering, and amongst other things, a better camera, a dolly (the thing on the train tracks), and a dolly operator. Approximate total: $97,000.
Now we are looking at some high-end video production capable of matching, or even improving on the original scene. This isn’t to say you need to spend big for every bit of video you create. Each grade of production serves a purpose, so it depends on the individual project and the objectives as to how much you should be budgeting.
Here is the final take of the day (sound is from the camera mic, so apologies). Thankfully, Thinkbone opted to waive the $97,000 – thanks guys. That case of Superdry should arrive any day now.
That is the standard response from most in the office who hear about my graduate program. Nine months of experience rotating through all of Amnesia’s departments, from Account Management to Creative, Strategy to Emerging Technology, and even a short stint with Finance (my apologies to the finance department in advance). Nine months of new and different. Nine months of digital, Amnesia style.
Of course it is an enviable program, and I intend to make the most of it. And whilst it may be all about learning the digital ropes, in a lot of ways it is a chance to show nine months worth of proof – proof that this little fish can swim.
So who am I? I am Dean, a new fish in the pond that is Amnesia Razorfish.
Seinfeld makes me laugh. I conduct limb transplants on gummy bears. I think great food is, well, great. A world map has pride of place on my wall. And I always “find the fun” in any situation.
I am a lover of media, both online and offline. My professional background lies within children’s television at Network Ten, where I worked as a Production Coordinator and freelance Scriptwriter, creating ‘riveting’ work such as this.
For me, it’s time for change and adaptation – from sleepy Brisbane to bustling Sydney, offline to online. I’ll be documenting my time at Amnesia Razorfish with a no holds barred look at agency and digital life. I have a lot to learn and you can read all about it here, or follow me on twitter.
or in the case of the French bottled water company Contrex a fun ad campaign using a Neon Male Stripper.
This ad was broadcasted in October and it features pink exercise bikes in front of a, what seems to be, historic building in Paris and when some curious ladies start pedalling Neon lights come to life and reveal a male stripper starting to undress.
At the end the girls are told that they just burnt 2000 calories which falls in line with Contrex “My Contrexperience” digital campaign which says that we all would lose more weight if the process was funnier and these ladies definitely look like they had a good time.
Interestingly there are a few rumours online that claim that this is fake as nobody recognizes the building and citizens of Paris claim they never heard of it.
I think it is still a great campaign – tell me what you think in the comments.
If you’re not familiar with the report it is compiled by Razorfish in the U.S. and provides an in-depth analysis of emerging trends in media, technology and creativity.
A major theme from this year is collaboration, content and relationships defining a new approach in media.
The year in digital media is reviewed here and other hot topics include:
I had to Google translate it from Swedish but still reads well… (article from the agencies blog).
“Sweden’s safest hands”, is a contest in the iPhone, which is organised by the Post. The contest is part of a larger e-commerce campaign that is about to record is the safer choice when you send your packages.
The contest is to carry a digital package a certain distance using an iPhone app. This applies to transport package is as safe and secure as the Post.
42 packages have been packed with secret content to a value between 300 and 5000 dollars. Every day at 6, 12 and 18 released a new package. Do you deliver the package intact before anyone else, you win the contents. You decide where to begin and end, so it does not matter where you live in Sweden.
