Category: video

LIVE WILD, LIVE FREE, BE WHO YOU ARE


If I have any message to leave anybody with, it would be… live wild, live free, be who you are. You don’t have to follow rules. You don’t have to be who somebody else wants you to be or thinks you should be. That the world is this crazy, horrible, terrifying, magnificent, delirious place. Go do everything. Go go feel everything. Take every risk. Take every chance. And you hear this kind of horseshit from motherfuckers all the time. But I will say I think one of the fundamental differences between me and those people is I have actually done that. I have lived an insane life all over the world. The highest highs, the lowest lows and it has been nothing but fucking great. Whatever pain I have felt, whatever humiliation or embarrassment I have felt has been well worth the price of just being wild and just being free and just being able to look in the mirror and say, “Man, you ain’t fucking perfect, but you’re doing it your way and you’re doing it the best you can. Fucking keep going. That’s it. Keep going. Keep going. Keep going.” -James Frey

LOVE

We optimize. We perform. We pretend we’re fine.

But beneath the output, many of us feel unworthy.
Our inner critic is louder than any audience.

Last week, I had a powerful conversation with Mark McGowan.
And right before we wrapped, he said:
“At the end of the day, all it comes down to is learning to love yourself.”

It wasn’t advice. It was truth.
And I haven’t stopped thinking about it.

That line peeled something back.

What if growth is learning to stop hiding
and stand without the armor we thought we needed?

Watch the clip. Let that truth travel with you today.

A+ CREATIVE: Airbnb “Bedtime”

**3 reasons (and a bonus) why I love the new Airbnb ad creative**

First, the creative insight. It’s strong and right there in the ad: “When you share a hotel room with your kid, you also share a bedtime with your kid.” For parents that can be frustrating. This framing sets up AirBNB’s offering nicely.

Second, the creative direction is intentionally generalized. The illustrated and animated approach allows Airbnb to showcase their overall offering and not be stuck showcasing just one specific location or family in their ad.

Third, the creative testing. This is a new :30 national tv ad – but Airbnb has been using this creative direction for over a year through their organic and other channels.

Those low cost, low risk channels have likely given them confidence that this creative resonates with their target audience and it’s helping them achieve their business and brand objectives.

And now, the bonus reason

I have to be honest, I’m embarrassed that I missed this when I first watched and made a video about this ad. I was so focused on those first 3 things that I didn’t really see the message shown on screen at the end:

“Some trips are better in an Airbnb.” Super brilliant. And here’s why.

Based on what we observe in the ad, who’s the target audience? People with kids who travel and typically stay in a hotel. They likely haven’t stayed at an Airbnb property. And, they may be hesitant to give it a try.

But the genius of the line is right at the beginning: “Some trips.”

Airbnb is planting this seed of an idea: in the coming year you’ll have a trip with your kid(s). For that trip, see how much better it is in an Airbnb.

They’re not saying “All trips.” Or asking them to dump their Marriott Bonvoy rewards. But for the right trip, Airbnb might be a better option.

I love this spot so much. Great job, Airbnb team!

SILENT SIGNALS: The importance of visual decisions

Subtle visual signals can have a MASSIVE impact in creative work. All because they can help – or hurt – your message.

Let’s quickly breakdown an example :30 TV ad from Fisher Investments. And then I’ll share 3 simple questions to ensure you’re making the right visual decisions in your own work.

Fisher’s ad explicitly states they are “different from other money managers.”

Lucky for us, a comparison ad makes it easier to demonstrate these visual differences. Here are at least 9 signals they’ve used:

  • Relaxed professional vs. Buttoned-up professional
  • Natural environment vs. Urban environment
  • Collaborative culture vs. Isolated culture
  • Warm, inviting colors vs. Cold, stark colors
  • Personable (photos on desks) vs. Impersonal (sterile desks)
  • Unique, eye-catching carpet vs. Bland, boring carpet
  • Open body language vs. Closed body language
  • Stand with clients vs. No clients (maybe we can infer those clients just left for Fisher)
  • Elevator’s upward motion (growth with Fisher) vs. Downward motion (decline with other money managers)

All together, these visual decisions communicate that Fisher Investments is warm, inviting, collaborative and, as they state, different from their competition.

When thinking about your creative work, ground yourself in these 3 questions when considering visual decisions:

  1. Who am I trying to reach?
  2. What am I trying to communicate?
  3. What visual clues and signals would a) support the message I am trying to communicate (for example – speed, quality, freshness, uniqueness, etc.), AND b) connect and resonate with the intended audience?

Taking a moment to reflect on and refine your visual decisions will enhance your connection to the audience, reinforce your message, and help you better achieve your objectives.

“Efficiency and invention are, sort of, at odds.

Real invention (not incremental improvement)… real lateral thinking – that requires wandering.

You have to give yourself permission to wander.

I think a lot of people feel like wandering is inefficient.” – Jeff Bezos