Category Archives: Syracuse University

Play Does Matter: A new way of embracing fun in Animation Storytelling

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ANIMATION WORKSHOP CASE STUDY 

Why did I choose the Animation Workshop?

I chose this workshop because  storytelling is now the new buzz word we all hear in the communications creative space, and as a producer you have to be able see the story, convey the story, and leverage it so that it is appealing to those who are going to view and potential sharers. At the Cirkus “My Animation Rules” workshop the company asks delegates to use mix media in a simple production. Me and eight other delegates ignited our imagination with the basics of storytelling and creativity. The workshop generated a number of 3D characters and animated object passes. These can be characters walking, falling over,, running or jumping cycles, rising, rolling over or just solely objects that can be placed in an environment.

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Did I receive what I expected?

I went into this workshop thinking it would be great to collaborate with others. It was really my main goal to observe how others reacted to my ideas and how well I reacted to theirs, even if   we did not agree. We were put into teams and asked to create the narrative and environment for the 3D figures to live in. The take-away, was to think beyond one production platform and open my mind to mix the 3D materials with any media; this could be live in action to digital stills.

Perspective Change?

Throughout the entire Cannes Festival, it is evident that storytelling is the current and future of marking, advertising and media. I came to the festival to enhance the storytelling facets within my mind so that I can think outside the box. It was really through the prior seminars I attended earlier in the week that made me think differently about storytelling and created excitement for this workshop. Coke’s seminar really showed how important it is to have values and foundation of culture for your stories to really make the story effective and reach a lot of people.

Below is an example of how Fanta is being fun with their brand. After watching this it was evident to me that brands need some fun and play does matter when brands and companies desire to engage with their audiences.

Interactive designs fans play their own way trough the story

What Now?

We all enjoy a good story, whether it’s a novel, a movie, or simply something one of our friends is explaining to us. But why do we feel so much more engaged when we hear a narrative about events?

It’s in fact quite simple. If we listen to a powerpoint presentation with boring bullet points, a certain part in the brain gets activated. When we are being told a story, things change dramatically. Not only are the language processing parts in our brain.

Some ideas I took away from Storytelling and brand marketing campaign:

 The conventional market

This is your brand’s world — and as you brainstorm your pillars of content, you should know and be able to define the conventional:

  • What does your market look like?
  • Where are your competitors situated?
  • Why do they currently identify with your brand?

Crossing into the unfamiliar

  • This is where you burn the ships so that you can’t go back. Ultimately, in your content marketing, your brand must take a definitive point of view that is differentiated — and it will cross into your new “what if?” idea. This is the unknown — and it’s what you are exploring:
    • How will you communicate this crossing into this new idea — this new adventure?
    • How will you lead your audience into this new unknown with you?

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Outside the Walls of the Palais- Actually experiencing Cannes

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Beyond the walls of the conference there is much solace to find. If you are seeking to be less stressed, get away from the lecture and seminar style of teaching- seeking outside opportunities will help you do just that- because this is what it did for me this past Friday.

Some of the most unconventional and unexpected relationships were formed out of having memorable conversations with people in the advertising, media, and entrepreneurship industry in a laid back setting. And these aren’t just any kind of people. I’m talking CEO, SVP, VP, Chairman and Directors.

 

993039_419284524852395_346880805_nIpsos girl’s lounge granted me the opportunity to network with women in the advertising industry who have niches focusing on beauty and wellness as well as entertainment and television. The Ipsos girl’s lounge was hosted on the rooftop of the Martinez hotel and the only word to describe it was, Phenomenal! Upon entering the penthouse space, I was greeted by servers with desserts and sandwiches and was able to get my face made up by some make-up artists. Within the midst of all of this luxury it was awesome to gain connections and insights from women who have been in the industry for twenty plus years.

I was offered information how important it is to stick together as women and create a space to really reinforce how important relaxing and taking care of your physical well-being is. It was refreshing to be in an environment that usually would be high strung because of the various demands these women have on an everyday basis- but this space provided a safe environment to share stories, inspirations, and solid advice. photo(1) copy 3

 

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Using YouTube to leverage your company’s brand

You’ve heard it a thousand times…a picture is worth a thousand words. well if a picture is worth that, a video is worth a million and one.

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Listening to @YouTube Chairman and brands speak about how sharing their brand messages on the Youtube platform has ignited, inspired and influenced their target audiences. Harvard Professor discusses how to make your advertisements go viral#canneslions @cannes_lions#newhouseidsm #GoPro #Dove#TopShop #Evian #Chevrolet #Video#Youtube #Viral #Brands

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imageThis morning, Chairman and CEO of Time Warner Inc, Jeff Bewkes brought Anderson Cooper and Conan O’Brien for a discussion about the kinds of digital and social content that connects to comedy.

O’Brien discussed his early adaption to social media. He reinforced the importance of using social media and how it has leveraged his career. For him, it has built awareness around his brand- and he has composed it in such a way where people are drawn to want to find out what he is all about.  Social media has been a great resource for comedy to enlarge the audiences across multiple screens. He offered insightful thoughts on the creative process and tells his unique story of how he has been asked to partner with big advertisers without having to do much inquiry, but solely  because of his humor and personality that translates through social media

Listening to Anderson Cooper and Conan O’Brien speak about what advertisements, social media, fan engagement and production strategies connect in comedy. Laughter has filled the room already #canneslions#occupyconan #newhouseidsm#creativity #show #Television#TimeWarner

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What intrigued me most about Conan and Anderson’s discussion was how they mesedh so will together being in such diferent lines of work, however still simulaneously the same when referring to television appearance, just with different approaches. Also, O’Brien was approached by gaming brands to conduct review. O’Brien honeslty told the companies he had never been interested in viddeo games, and the only way he would agree to it, is if he had all the freedom to say what he wanted. Because they respect his work and observed how being authentic can grow your brand . This intrigued me because it taught me that being committed and zealous about your own brand can consequently lead you into other spheres of work- even if you’re not interested or necessarily trianed on the topic. He is making money and building his brand with video games now; something he never enjoyed or participated in. That is innovative and the definition of a Game Changer.

CULTURE AS A CREATIVE CATALYST

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(Click above picture to view vine)

Steve Stout of Translation, a New York based creative agency, and author of the Tanning America: How Hip Hop Created a Culture that Rewrote the Rules of the News Economy introduced Sean “Diddy” Combs-one who inspires him to continue in this work and makes him believe that Hip Hop and R&B music does have a story to tell, and he consistently wants to be a part of it. In the vine video above, there are legendary artists like Jay Z who discuss the great marketer Stout is, and how he continues to be the voice of Hip Hop from a Marketing stance

image@iamdiddy speaking about the power of music and the inspiration for @revolttv“We need a CNN and ESPN of music, and that’s what Revolt TV is” -Diddy #canneslions #culture #catalyst#brands #generation #empower#beastmarketing #fresh #cuttingedge

Marketing in Comedy and Hip Hop Culture

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Shouting, #YESICANNES: A Motivational Day in the Creative Space

Today’s theme in Cannes can be described as nothing less than motivational.

4 Points of Conflict and How to deal: Learning to Embrace My Creativity

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This workshop got me drawing, writing, questioning ad assessing. It made me think about why and how creative people like my self are different- and how difficult it can be to judge ideas that clients may be looking for.

Through today’s workshop I was also able to shed light on the problem areas in the creative process. For example how creative individuals perceive others, as well as how non-creatie individuals perceive creative minds. The session provided practical tools to help smooth out some of the bumpy blocks along the way.

Conflict Brings Creativity

The Four Points of Conflict

-Left Brain v. Right Brian

Every picture has a story. The Creative Minority: Learning some people are not wired to be able to make the connection.

Abstract v. Concrete. Learning at times we creatives can be too clever…Your idea of fun and mind are not the same.

The Wood Vs. The Trees. Present the idea rather than the execution

Competing Objectives

What you want to say and what your client wants to hear are not the same. Learning Empathy. Say “yes” and rather than ‘no”, say “but”

The Three Tools for Coping

-The 10 Key Questions. Fire Ready…Aim

-!0 Great Goals. Subjective versus rational responses

-The 10 Best Creative Ideas of All Time: Knowledge and taste are connected

A Chat with Dough Zanger- “Don’t be Impressed, be Impressive”

A conversation with Doug Zanger

imageI had the pleasure of sitting down one on one with a great voice-over actor and Advertising Mogul. He gave tips on the industry and what it means to be an entrepreneur as a young person in the grind of all of. He offered some solid advice about never losing yourself for money and finding happiness in a midst of a world where there really is no balance between personal and business, It is one entity.

There is nothing like the feeling of feeling overwhelmed with a wealth of new knowledge. Even after a full day of seminars and full night of networking, it makes it all worth it when I came back to the hotel and reviewed the business cards from all the industry leaders I had connecting conversations with. Now that’s MOTIVATING!

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The Power of Artist Branding & Advertising with Social Stance

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My favorite seminars today at @cannes_lions were #UniversalMusic#Interscope and #CocaCola I was blessed to listen to the SVP of Branded content for Interscope records while learning how they rebrand artists, plus a listening/watching session for one of their new artists #IVY My mind was blown by the amazing social change storytelling in Coca Cola’s advertising strategy. I’m on a high with knowledge and creativity. #YES #Canneslions#MusicIndustry #Products#Advertising #Marketing #Branding#Media

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Robin Thicke #BlurredLines

I love Robin Thicke’s latest song, Blurred Lines. It has a Michael Jackson and Marvin Gaye vibe to it, that you just can’t help getting out of your seat and partying. This was evident as the video played and everyone sitting in the seminar was moving in their chairs- if they weren’t up dancing already.

I had the pleasure of listening to Jennifer Frommer of Interscope Records at the “So You Want to Be a Rockstar?” seminar. She discussed the rebranding and reinvention of a few of her top artists in the musical industry. It was interesting to hear the different strategies that are used for each artist in order to better develop, enhance, and promote their musical talents and overall brands. Robin Thicke, for example when he first came out his music and personal style was one that wasn’t easily identifiable. Although his voice is undeniably awesome, unfortunately it is the whole branding and marketing package which makes an artist successful. If you look at the picture below, you will see that his image is night and day compared to now.

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Coca Cola’s #WorkThatMatters  has Social Stance Advertisements that continue to drive the Coke brand forward. The brand itself is willing to take risks by telling and sharing the the nuances of today’s world.

Coca Cola’s advertisers,  @mildenhall @ivanpollard presented a dynamic presentation at Cannes Lions. It was so profound, and executed with perfection, it has now raised the bar for all the seminars that follow.
#workthatmatters

“We Learn from people like you
Hear our thoughts on how we might use those ideas…”

Each video advertisement that Coke shared in this session ended in a howling whistle and hearty applause. I believe many attendees were touched by the messages that were shared, and more importantly how they were conveyed so confidently and unapologetically. Through these media and advertising clips, I was able to see firsthand that Coke is a brand founded on historic principles and forever striving to reach the masses with their social stance #workthatmatters- conveying that with all the bad happening in the world, there is good- and we should spend more time shedding this light.

Social purpose is the mission
Building social purpose in the storytelling strategy
We can be doing well by doing good
Illuminating how we’ve done it in the past

Starting From the Past: 1955 first African American model, Mary Alexander.
Jamal Booker – film maker

American Trailblazer: Mary Alexander

Segregation Bench Straddling the Borders- Crossing Color Lines-Embracing Inclusion

Love Peace and Harmony: Hope peace harmony all around the world  ” I’d like to buy the world a coke and keep it company…it’s the real thing”
1973 social phenomenon white fright or white flight
Challenges racial prejudices
Single bottle of coke can bring it out in everyone – Have a coke and a smile

Grand Theft Auto- Give a Little Love: Is stubbornly optimistic 2007
Grand theft auto- you give a little love and it all comes back to you

I love you Africa: Gives reasons to believe
Steve, a talented singer who is also blind singing about the beauty of Africa
Africa dances to a different beat

Open happiness

People doing good: Surveillance of people doing good 2012
Lets look at the world a little differently

India and Pakistan

What unites the human race is greater than that which divides us India and Pakistan- Jonathan Mildenhall
Small world machines
Over 60 years of conflict put aside

We don’t have to be so serious

#WORKTHATMATTERS #YESWECANNES

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Countdown to Cannes… 4 more Days!

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Currently in packing and preparation mode for France this week! I truly feel like I am about to live a dream and embark on some fascinating discoveries about myself both personally and professionally.

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“Creativity will save us” @MTV shares the thoughts and feelings of Generation Y:

Partial List of brands that will be present at the 66th Annual Cannes Lions Film Festival of Creativity

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Social Commerce Day Storify

Social Commerce Day Storify

Social Commerce Day and our class spoke with W20 Group #NewhouseSM6

Click on the photo above to visit my storify for this discussion.

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SU RIsing Event Storify

SU RIsing Event Storify

On Thursday, Feb. 14, two events at Syracuse
University addressed the endemic problem of violence against women, both globally and locally.

Recent news events, such as the horrific gang rape in India, have brought into focus the issue of violence against women in other parts of the world. SU addressed this at home in the U.S. and on campus through a community wide dialogue and candle light vigil.

Click picture to Follow my storify of all the social media engagement surrounding this empowering event.

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