Thursday, July 22, 2010

Truth Be Told

Dear friends,

I am proud to announce an evolution. I love to write and share my ideas with you and now I have an opportunity to do it at a more professional level. ThisIsClutch will now appear at


Wednesday, July 14, 2010

Social Media evolving the 30 second spot

What happens when you combine high quality content creation with social media? Well here is a clever experiment where creatives produced real-time follow-ups to further engage people in their brand content.

This article is about "a team of creatives, tech geeks, marketers and writers who gathered yesterday and produced 87 short comedic YouTube videos about Old Spice - in real time. They leveraged Twitter, Facebook, Reddit and blogs. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that's just over 7 minutes per video, not accounting for any breaks taken.

The group seeded various social networks with an invitation to ask questions of Mustafa's character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos.

We just brought a character to life using the social channels we all [social media geeks] use every day. But we've also taken a loved character and created new episodic content in real time. This is something new. We're operating on Internet time but with a level of quality you'd get on a TV slot. That combination was what really got many peoples' attention."

Sunday, July 4, 2010

The Changing World of Film

Despite the fact that the i"Phone"4 doesn't really make calls all that well, it is a pretty impressive piece of technology. After watching this film I was surprised by the quality, especially considering it was shot and editing without leaving the iPhone 4. The team chose their subject well because the shots they captured would have been near impossible using many other recording devices.

This really got me thinking about how powerful portable technology will be used in the future. From a journalist standpoint capturing, creating and sending a news report from a cellphone has some pretty powerful implications. I'm excited to see how other skilled individuals start to use this technology.

"Apple of My Eye" - an iPhone 4 movie / film - UPDATE: Behind the scenes footage included from Michael Koerbel on Vimeo.

Monday, May 17, 2010

Evolving Teaching

Dan Meyer talks about the process of learning. He questions our methodologies for teaching and encourages the use of real life examples. His premise explains how we can teach more effectively by changing text books so that students are forced to develop real world solutions instead memorizing formulas.

Friday, May 14, 2010

Will Apple make the same mistake twice?

I'm fascinated with fail culture and the movement to embrace failure as an opportunity to improve and evolve. It's something American corporate and educational culture has had trouble with for some time. If you've been following the evolution of cell phones lately you'll know that Adobe and Apple have been duking it out over the importance of Flash on the mobile device. Without going into the specifics Apple argues Flash is an old technology and Adobe argues in favor of open markets, a response hinting that Apple must let go of its strangle hold and yield control to developers. There are a variety of perspectives, but the fact is that Apple only has 10% of the mobile phone market and the other 90% of the market share IS supporting Flash.

The bigger question here is not about the success of Flash but rather the ability of Apple to learn from its past failures in the PC business. Didn't they fall to Microsoft because of their hard headed decision to open their operating system to other hardware manufacturers and isn't Job's following a similar path to failure within their mobile business?

Thursday, April 15, 2010

Banksy's Grand Scheme

What makes good art good; and should everyone make art? Banksy answers these questions with great insight and a movie full of hilarity.

This documentary is the Grizzlyman of the art world. Yes it's about street art and actually features footage of Banksy as he tags Gaza and LA alike; but it's really about Thierry Guetta. Also known as Mr. Brainwash, an eccentric (mental) frenchman with a passion for filmming street art.

Thierry was a true ethnographer, he captured everything on film and filled his house with endless boxes of tapes of graffiti artists from Sheppard Fairy to Invader creating their art across the world. He didn't have a plan he just shot. Then the art world started selling Banksy's work at auction houses. He was pissed and knew the time was right to strike back. The problem was Thierry wasn't a documentary filmmaker, he just loved filmming. Thierry took a stab at the film but when Banksy saw Theirry's work he said, "I used to tell everyone to go off and make art; I don't do that anymore."

Now the film get's interesting. Under Banksy's request, Thierry's passion for film turns to street art, but Thierry knows no limits. He hires a team of henchmen and starts producing images for his street art show. The only problem is he hasn't cultivated a style or put any thought into his work, but that doesn't stop the masses from consuming his work. With an endorsement from Banksy and Fairy he transforms into "Mr. Brainswash" and becomes an overnight art sensation clearing over a million on his first gallery opening.

Now the question for me is why were people so quick to assign value to his art? Sheppard got noticed after employing a strategy of recognition equals power. His reputation grew the more people noticed his work, the more it was noticed the more influence and power he gained - his work became a movement based on drawing people's attention to this idea of branding. Banksy has risen by employing a similar strategy - he created thoughtful work riddled with political and cultural overtones. He knows how to express his ideas with wit, tact and creativity - and this film may be his master piece.

At first I was pissed at Thierry for desecrating the art world, in fact I thought Banksy was too; but then I had an idea of what Mr. Brainwash was. He's not an artist, he's part entrepreneur; but more importantly he's a pawn in Banksy's plot for retaliation . The film starts out with an anecdote explaining how Thierry became successful selling vintage fashion. He found a profitable model for buying cheap clothes and marking them up 400%. It worked because people bought it. Well the same was true with his art; but then I thought, what if that was Banksy's plan from the start - after all he did get a lot of investors to spend their money on what has now been outed as superficial art. I couldn't help thinking that this seemed like one sweet victory for a man who has an obsession with almost anything but the bank.

Monday, April 12, 2010

Replay, Nightmare, the Gift m & Food Revolution

Five well crafted pieces of subtly branded content that makes a good effort to provide a engaging experience instead of jamming another ad down our throats.

Replay Documentary Series: A documentary that re-unites an old highschoo
l rivalry. Well produced and interesting story to develop the Gatorade brand.

Jaime Oliver's Food Revolution: The Nake Chef & ABC pair with Giant Foods to change unhealthy eating behavior

The Gift - A bad ass short strategically placed in a Phillips TV frame.

Nightmares Never Sleep: Nike's branded interactive online game that tests your focus, agility and balance.

Devo Song Study: Listen to samples of the songs from Devo's new album and select 12 of the 16 you want them to include in their new release.