There’s an awful lot of content around events that corporations are pushing out there. And most of it is god awful. Read more
Z. The last letter in the alphabet comes up first in this countdown. No letter better exemplifies what a letter is more than the letter z. Three lines. Two 45 degree angles. Perfection. Read more
I write, produce video, social media and a bunch of other stuff for Cox Communications. Read more
Social media and marketing are multi-billion dollar industries now and its currency is bullshit. Read more
A while back, former Providence College Friars shooting guard Ted Bancroft tweeted that he and center Carson Desrosiers were looking for work after the college basketball season. So, nice guy that I am, I reached out on twitter and got the ball rolling to make a web series with them. After some searching and some eventual filming, here is the result. “Get a Job! with Carson and Ted”. Read more
Recently I was approached to produce a series of videos for Narragansett Beer to help commemorate their 125th anniversary. The series would feature local artisans who hand-make their craft all falling under the tagline “Made on Honor” We filmed at a salon, a furniture maker, and ince sculptor and many more as part of the series. Long form videos, shorter youtube clips, instagram formatted videos, stills for twitter/blogs etc were all created as part of the project. Below are some examples of the work done.
All of the videos were shot by myself and Alex Contos with Salim Makhlouf jumping in for some relief duty on a few shoots. The editing duties were split between myself and Alex and, as you can see, once the tone was established, there was little discernible difference between the videos.
Also included in the content package were branded stills from the shoot to pop on Facebook and Twitter.
And 15 second videos for Instagram tagged with the madeonhonor.com URL.
As you can see above, the videos were constructed specifically using the instagram 1:1 aspect ratio at 640×640. Formatting for these specs makes for some interesting editorial choices as you are rewarded by choosing shots that don’t utilize a lot of negative space. The 15 second time limit is also a fun exercise in telling the most compelling story in the shortest amount of time you can. I enjoy the constraint of it and am happy with the results.
Also included in the content strategy were blog posts discussing the project that were written by Jessica Bryant, a writer referred to me by a content partner Contently. Stories featuring the videos and write ups can be seen in the links below.
Included in the blog posts are Calls to Action that were created using the images from the shoot and referred people back to the Made on Honor URL. As of publishing of this post, the CTAs have about a 15 percent click rate according to Hubspot’s data.
So far, so good. Looking forward to more.
“Content marketing is the only marketing left.” –Seth Godin.
Content is King! That’s the rallying cry in marketing today. Content producers make content revolving around products and services, hope something “goes viral” and reap whatever benefits they can from that. Companies are shelling out millions of dollars to agencies and content creators are getting paid some money to write articles or produce videos around a company’s products and services. For the company itself, there is a benefit to have their products and services promoted, however tangentially. But what about creatives that are producing content that is shareable and “upworthy” outside of the context of promoted or sponsored content?
How valuable can content be if the people making it and paying for it don’t own it? We live in a world where people “curate” material from artists and post it on their sites with impunity. The AV club didn’t make that video you’re watching. I should know. I made a video that just eclipsed 500,000 hits with no ad dollars behind it based on AV Club and Buzzfeed and Spin picking it up, writing some copy around it, “Curating it” and posting it to their site with only Buzzfeed attributing it as a creation by a person and not just this amorphous idea of “The internet” that AV Club attributed it to.
A website like Buzzfeed, or Huffington Post or The AV Club or Bleacher Report or whatever fly-by-night uncreative algorithm nerds can sit and see what’s trending, steal it, add some cheap copy and accumulate hits until they start the process all over again.
Where is the attribution? Where is the incentive for creatives? This is turning into a Napster-like world for content creatives getting hosed by nerds with marketing budgets and no real creativity.
The model needs to change. Just like it did for the music industry. Someone needs to stand for the creatives and take these neo-monoliths down, or at least have them start paying for the use of videos and content.
If you don’t own it, don’t post it. And if you can’t make it, don’t fake it.
Because corporate stock images need some honesty. Here are some Inspirational Corporate Jpegs. Read more