Archiwum miesiąca: lipiec 2017

Partnerzy

Squarespace Calling John Malkovich

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Post pobrano z: Squarespace Calling John Malkovich

Squarespace commercial “Calling John Malkovich” is one of the nominations for Most Outstanding Commercial at this year’s Emmy Awards. The Super Bowl commercial is a continuation of the Squarespace campaign in which John Malkovich sets out to establish an online fashion design business. Things get tricky when he discovers that a namesake has already got the domain name, johnmalkovich.com, to host the ultimate fishing site. “Who is John Malkovich” shows John’s discovery of the competitor and the drafting of an expletive-filled email. There’s a reference to the film, “Being John Malkovich”. And then, “Calling John Malkovich”, with a 30 second Super Bowl commercial and a 50 second director’s cut, we get the sense that John Malkovich and the owner of JohnMalkovich both have a temper that’s hard to control. The campaign is online at squarespace.com/john, with the message, “Search for your domain and grab it before someone else does. The domain name johnmalkovich.com, has been with John since 2004, when it promoted the online performance art site johnmalkovich.org, the menswear collection site johnmalkovichcollection.com and design agency site mrsmudd.info. But the Squarespace connection has been live since January 2017, as seen on our earlier post, John Malkovich on Squarespace.

Squarespace Calling John Malkovich

“In contrast to the over-the-top Super Bowl ads, we wanted to cut through with simplicity,” says John McKelvey, executive creative director and co-founder of New York advertising agency John X Hannes.

“An intimate, relatable moment of panic. The creative was designed so we first experience John discovering his domain is taken in the pre-game spot. Then we all get to enjoy John Malkovich calling John Malkovich to ask for it back during the in-game commercial. Inspired by real world events and the domain JohnMalkovich.com.”

“No one knows an identity crisis better than John Malkovich, nor could there be a better actor to communicate the emotion and humor of this modern dilemma,” says Hannes Ciatti, executive creative director and co-founder.

“Get your domain before it’s gone plays with the universal fear of discovering you’re not the only one with your name and your online identity is taken by someone else.”

Calling John Malkovich Credits

The Calling John Malkovich campaign was developed at John X Hannes by executive creative director Hannes Ciatti and John McKelvey, senior art director Conor Hagan, senior copywriter Matt McCarron, executive producer Kristine Ling, head of client management Verena Zannantoni, senior planner Iain Newton, operations director Karen Lo.

Business affairs were produced at Waving Cats Productions.

Filming was shot by director Miles Jay via Smuggler with director of photography Chayse Irvin, executive producers Allison Kunzman, Patrick Milling Smith and Brian Carmody, production designer Carly Reddin, stylist Jurgen Doering, US line producer Alex Orlovsky. Production in Paris was by producer Catherine Guillot at Premiere Heure.

Editor was Chan Hatcher at NO6.

Partnerzy

Ad Council Fans of Love – Love has no labels

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Post pobrano z: Ad Council Fans of Love – Love has no labels

“Fans of Love”, the Ad Council Love Cam commercial launched on Valentine’s Day 2017, has been nominated for Most Outstanding Commercial in the Emmy Awards. The Fans of Love commercial, part of the Love Has No Labels advertising campaign, began as a live stunt at the 2017 NFL Pro Bowl in Orlando in January, taking the kiss cam game feature, the jumbotron, to a new level. The unbiased camera centred on a range of people, celebrating many forms of love – friendships, families and romantic relationships – across race, religion, gender, sexuality, ability and age.

Fans of Love Cam - Ad Council Love Has No Labels ad

Faces of Love Site

The Fans of Love campaign directs audiences to lovehasnolabels.com/faces-of-love, which features a quiz to help people examine their own biases and resources on how to take actionable steps to rethink those biases. An interactive “Fans of Love” video presents relevant campaign facts and links to educational content to audiences as they are watching the film. The campaign taps into the expertise of six leading non-profit organisations including, Anti-Defamation League, Southern Poverty Law Center, Human Rights Campaign, American Association of People with Disabilities, AARP and Perception Institute. To show their support for creating a more accepting and inclusive community visitors can use the “Faces of Love” tool by adding the iconic Love Has No Labels frame to their photos and purchasing Love Has No Labels merchandise in the campaign shop.

Fans of Love Cam - Ad Council Love Has No Labels Faces of Love site

Creating the Campaign

Most Americans agree that people should be treated respectfully and fairly. Yet many people in the United States still report feeling discriminated against. One of the main reasons is because we’re actually discriminating unintentionally. We do 98% of our thinking in our subconscious mind, and that’s where we collect and store implicit biases. Implicit bias influences how people are treated and how they interact with each other. It can also perpetuate disparities by altering someone’s ability to find a job, secure a loan, rent an apartment or get a fair trial. To end bias, we need to become aware of it first, especially in ourselves. The Love Has No Labels campaign targets all Americans and aims to combat bias, by flooding culture with messages that are inherently non-bias. They aim to normalize all types of love and relationships simply by integrating these types of love into the content they produce. Our message of love quickly spread through culture, starting a conversation about bias, and what love looks like in America. So much so, that we are rolling out Love Cam partnerships with every major sports league in America (NFL, NBA, NHL, MLS) to transform their Kiss Cams into Love Cams. Meaning, we didn’t just insert our message into culture, we changed culture.

By partnering with the NFL (known for having more traditional and conservative fans), we were able to appeal to both right and left winged media and viewers: with our message of love being a featured story by the likes of Fox TV and Breitbart News Network, all the way to the New York Times, USA Today, Huffington Post and even Ellen DeGeneres.

“On Valentine’s Day ‘Fans of Love’ highlights that love has the power to bring people together regardless of our differences – a message that is more important now than ever,” said Lisa Sherman, president and CEO of the Ad Council. “We hope that this new creative will encourage all of us to reflect on our own biases and the role we can play in creating a more accepting and inclusive world.”

The fully integrated campaign also included support and activations from key partners including NFL, social platforms and publishers. In addition to debuting the “Fans of Love” cam at the Pro Bowl, NFL will used its platforms including donating time on NFL Network, as well as other fan-facing vehicles, to support the campaign. Upworthy, a 2015 campaign launch partner, continued its support for Love Has No Labels by featuring “Fans of Love” on its social channels. Tumblr supported “Fans of Love” by sharing the video with their Post It Forward community to amplify the campaign’s call to action to the user base at large, as well as hosting an Issue/Answer time in the upcoming months. Facebook, Kargo, ESPN, VOX, Bauer and Little Things extended the campaign message through donated media support on its respective platforms. Hearst shared “Fans of Love” through Seventeen’s and Cosmo’s social channels, and SheKnows and Fatherly are supporting through its respective social channels as well. Publicis Media conducted donated media outreach on behalf of the campaign. Jack Morton Worldwide, a global brand experience agency, has joined the campaign to help extend the “Love Has No Labels” message through social activations on the campaign’s social communities.

Fans of Love Credits

The Fans of Love Love Cam campaign was developed at R/GA by chief creative officer Nick Law, executive creative directors Chris Northam and Eric Jannon, creative directors Chris Joakim and Mike Donaghey, creatives Alberto Portas and Alfredo Adan, content producer Ashlye Vaughan, executive producers Jeff Skutnik, Kat Friis, and Cindy Pound, chief marketing officer Daniel Dies, business director Stephen Bernstein, business affairs coordinator Melissa Naimi, strategy director Dave Surgan, strategist Amy McEwan, group strategy director Dylan Viner, group account director Shawn Zupp.

Filming was shot by director Floyd Russ via Tool of North America with director of photography Gregory Wilson, line producer Elyciphus Siler, executive producers Sarah Di Leo and Nancy Hacohen.

Editor was Robert Ryang at Cut + Run with edit assistant Dan Gutterman, executive producer Lauren Hertzberg and producer Ivannah Flores.

Visual effects were produced at The Mill, New York, by colourist Damien Van Der Cruyssen, colour producer Natalie Westerfield, executive producer Dee Allen, colour coordinator Elizabeth Angle, colour assist team Nate Seymour, Zack Wilpon and Daniel Moisoff, VFX artists Joseph Grosso and Matt Dolven, producers Ivannah Flores and Wendy Gardner.

Sound and music were produced at Nylon Studios by executive producer Christina Carlo, sound mixer Rob Ballingall and producer Halle Petro.

Music is “Show Me Love (feat. Chance the Rapper, Moses Sumney, and Robin Hannibal) [Skrillex Remix]” – Hundred Waters

Web Tools

Art History: Neoclassicism and Romanticism

Post pobrano z: Art History: Neoclassicism and Romanticism

Welcome
back to our series on art history! From the lands of Africa, we
now venture onward to experience art from the Neoclassical era and Romantic period.
Let’s see how history significantly affected the art of this time.

Venus Induces Helen to Fall in Love with Paris by Angelica Kauffman
Venus Induces Helen to Fall in Love with Paris by Angelica Kauffman

The Age of Enlightenment

During the 18th century, a new movement swept through Europe and created a radical change in politics, science, and art. The Age of Enlightenment was partially a reaction to the Industrial Revolution, as the world witnessed the importance of technological innovation for the advancement of humankind.

This age of reason and enlightened thinking dominated Europe, inevitably birthing two important eras in philosophy and visual art. Neoclassicism and Romanticism competed side by side, bringing creatives together to express emotion as well as a love for the classics.

While Neoclassical art was more rooted in paying homage to classical Greco-Roman art, the Romantic era placed the emphasis on encapsulating emotions like fear and horror in visual form.

Even today, both periods have influenced many contemporary artists for their exceptional beauty, exquisite details, and elaborate drama. So let’s check out a few notable artists and innovators from this time.

Ossian Receiving the Ghosts of the French Heroes by Anne-Louis Girodet de Roussy-Trioson
Ossian Receiving the Ghosts of the French Heroes by Anne-Louis Girodet de Roussy-Trioson

Paintings

Often considered the direct opposite of the Romantic era, Neoclassical art had a huge hold on Europe for many years. At the root of its philosophy, Neoclassicism revived the „true style” of classical art the world had come to know from Ancient Greece and Rome.

Painters like Jacques-Louis David made this style famous through the symbolic painting of the Oath of the Horatii. It depicted a Roman legend of two warring cities and stressed the importance of sacrifice for one’s country.

The Oath of the Horatii by Jacques-Louis David
The Oath of the Horatii by Jacques-Louis David

The main characteristics of Neoclassical paintings were de-emphasized backgrounds, organizing the composition around symbolic numbers, and telling idealistic stories of moral triumph and civic duty.

German painter Caspar David Friedrich once said, „The artists’ feeling is his law.” And it was in early landscape paintings like his that the Romantic era began. You see, Romantics believed in expressing the brutalities of human emotion through art.

Wanderer above the sea of fog by Caspar David Friedrich
Wanderer Above the Sea of Fog by Caspar David Friedrich

Powerful compositions erupted during this time, with artists often painting mythical, landscape, or historical scenes focused around a particular message. Romantics rejected the rational ways of Neoclassical artists, and upheld their love of individual expression over the restraints of traditional customs.

Death of Sardanapalus by Eugne Delacroix
Death of Sardanapalus by Eugène Delacroix

Sculpture

Most of what we see in sculpture during this time lends itself to the Neoclassical side of art. The rigidity of marble meant that expressive and expansive gestures were far too limiting for Romantic artists.

Even with very few examples of Greek sculpture still available at this time, sculptors reveled in the classic beauty of an art form they believed to be superior to its Roman counterpart. Successful excavations meant that more people were collecting antique sculptures, not only for museums but also for their own private collections.

Psyche Revived by Cupids Kiss Sculpture by Antonio Canova
Psyche Revived by Cupid’s Kiss Sculpture by Antonio Canova

At the core of Neoclassical sculpture was this massive belief in a sense of decorum. Idealized faces adorned the bodies of classical heroes dressed in their preferred uniforms. Gestures and emotions were always restrained to place more focus on the idea of „calm grandeur,” beautiful forms, and spiritual nobility.

We can see evidence of this in work from Jean-Pierre Cortot, who created Le Triomphe de 1810. This bas-relief sculpture resides on the famous Arc de Triomphe de l’Étoile in Paris,  featuring Napoleon being crowned by the goddess of Victory.

Le Triomphe de 1810 by Jean-Pierre Cortot
Le Triomphe de 1810 by Jean-Pierre Cortot

Decorative Arts

Neoclassical art also saw a wave of interest in the area of decorative arts and pottery. Deemed the Greek Revival, many Greek-inspired etchings and engravings appeared on the walls of famous buildings and homes.

interior of Home House in London
Interior of Home House in London

Large columns reminiscent of ancient Greek architecture also became prevalent during this time. And with the discovery that Greeks painted the inside of their temples, many of Europe’s elite drew on this notion for creative inspiration.

Versailles Grand Trianon Napoleons Chamber
Versailles Grand Trianon Napoleon’s Chamber

This sense of Greek-inspired grandeur also spilled over into the pottery. Napoleon’s reign saw an influx of over-the-top ceramics and decor. Gorgeous gold vases matched the Empire Style interiors to reflect the opulence of the privileged few.

Table Empire Style
Table Empire Style

Conclusion

Though different in style, the eras of Neoclassical and Romantic art both became embedded in Europe’s history. Their wide range of culture and influence is a
true testament to
the evolution of art. And I hope you continue to learn more about these
amazing timelines on your own.

For more incredible tales of Neoclassical or Romantic art history, dive into the links below for further reading. And
join me next month when we discuss Impressionism.

The following sources were also included in this article:

Design

A 3D printed grotto generated with an algorithm

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Post pobrano z: A 3D printed grotto generated with an algorithm
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Somewhere between architecture and art, this project by Michael Hansmeyer and Benjamin Dillenburger takes advantage of both 3D printing and algorithms. This Grotto was commissionned by the Centre Pompidou in Paris for an exhibition about 3D printing. It displays an interesting look at the type of new architectural structures that 3D printing could bring to the world.

Design

5 Tips to Make your Stunning Website Convert Better

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Post pobrano z: 5 Tips to Make your Stunning Website Convert Better
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Having a knock out site design is no longer enough to convert browsers into buyers. Your users must see your site as one in a thousand regarding quality, appearance, and usability. Conversions only happen if a site user is bowled over and knocked out by the page on their screen.

Wake Up Your Visitors

You need a telepathic connection with each guest. That’s not possible, but you can see what they are doing and interpolate their thinking and intentions from their actions.

Sometimes you can wake up someone who is browsing in an absentminded fashion with the right stimulus.

One of the best ways to wake up your visitors is to install OptinMonster.

Screenshot source

OptinMonster will help you send wake-up calls to everyone visiting your site. In addition to customer segmentation options and exit pop-ups, OptinMonster lets you convert any image into a two-step opt-in process, eliminating the need for a landing page. The software also includes A/B testing, floating bars that no-one can ignore and mobile-specific pop-ups, all of which add up to a complete marketing suite.

Wow Your Visitors

If your website is boring nobody will hate you, but nobody is going to love you either.

Even you cannot be all things to all people. Some people are going to hate you.

Bland is never going to win the conversion game. Be different, aim your website design at your target profile and people in your target group will love you. Those are the only ones who matter to your business, and the haters will fade into insignificance.

Consider using different fonts from the standard Arial, Times, Calibri and Verdana. Your audience might love your eccentricity. This Designer Daily article will give you a few ideas.

KISS

Clutter is bad news, even on a 28-inch monitor. On a phone or tablet screen, a cluttered web page is a disaster. It is hard to have too much negative space on a display because it helps the important things like CTA buttons to stand out. Use large buttons for all important links so that mobile users can click more easily.

Make your buttons unique by downloading MaxButtons’ customizable web buttons collections.

Screenshot source

Some of the MaxButtons collections are free, but the whole deal, including every collection, is a steal at $19.

One Action per Page

Avoid confusing visitors over what they should do. Each page should have one purpose in your sales process, and you must make it clear to visitors what you want them to do.

Some pages will have valuable content and others will have articles where you share your high-level expertise or your take on industry news. All will increase a reader’s confidence in your company. The desired user action on these pages might be to have them sign up as an email subscriber, which is a big step in the conversion process.

Worship Your Visitors

Your business exists to serve, and you had better remember that.

You need your visitors more than they need you.

Make guests feel important with photos of previous customers. You could link to your YouTube channel of former clients’ stories.

Use case studies (with pictures) to show how you have helped other customers and be sure to include testimonials.

Get Your Visitors to Worship You as a Hero

Every hero has personality, so include headshots and other photographs. You don’t need to bare it all, but bare enough that people can see you are a real person who has feelings and problems occasionally.

Mentioning your triumphs will help visitors see you as a hero, so don’t be shy about any awards you may have won or your membership of trade organizations. Include press mentions and any books that reference you and your work.

If you have published ebooks, then use their images to boost your credibility. If you have photos of you at industry events, either as a speaker or an attendee, then include them on your website.

Spread Manna to Your Tribe

Mobilize your website to deliver solutions to your visitors. They will love you for it, but ordinary content won’t work. Only the best will do, so discard regular and even high-level content and replace it with sky-level writing and photos that wow.

Every word and image on your website must solve users’ problems.

Leaders have always used gifts and bribes to persuade people to join their tribes, and if presidents can do it, so can you.

Offer incentives for people to sign up to receive your emails, but also offer free downloads and giveaways as rewards for visiting your page.

The Short Version

No site will appeal to everyone, but make sure yours appeals to individuals who fit the target profile.

The best websites do not resemble text-rich throwbacks from the 1990s; rather, web users have learned to expect pages to react to their actions. They expect pages to do things, not just ‘sit there.’ Plugins that personalize the web experience like OptinMonster and MaxButtons are the only way to convert browsers into buyers.