War of the Words - Scrabble

After a looOong bike ride from Brooklyn to Central Park (over the Brooklyn Bridge, down Westside Highway round-and-round Central Park), I am back in front of my laptop with the very best intentions of working on my portfolio.

I am still working on my campaign for The Pond at Bryant Park. It's coming along nicely, but I have to think up a better tagline.

Yesterday I went through the 2004 Communication Arts Advertising Annual. There are A LOT of great ads in there. I had a blast flipping through all the work and I'd like to get your thoughts on some of my favorites over the course of this week.

Let's start with Scrabble:



Click the pic to enlarge, but if you still can't read the tag, it says, "Scrabble. Its your word against theirs." Young & Rubicam did this ad for Mattel in '04 and I think it fits the game perfectly. The piece shows words going head-to-head, and just like the game, the winning word is the one that receives the most points.

"It's your word against theirs" goes great with the visual and overall I think this is an ad that really speaks to anyone who loves the game of Scrabble. Y&R (the ad agency) did great job of making the game of Scrabble look like a game I'd have fun playing so to me, this ad is a homerun.

Agree / Disagree? Leave a comment and lemme know.

joeyz101
http://twitter.com/joeyz101

Got passion?

Earlier this week I saw "Art & Copy" at the IFC film center. It's a documentary about the advertising industry and how it's changed over the last 50 years. They also interview some of the major players and review their best campaigns both past and present.

The link below will take you to some reviews (pos. /neg.) .

http://www.rottentomatoes.com/m/art_and_copy/?critic=columns&sortby=fresh&name_order=asc&view=

Basically, if you're the type of person who waits until after the commercials to go to the bathroom, this is the movie for you.

I got a kick out of the stories behind the campaigns (e.g. Got milk? Just do it.). I'm also pretty sure that 95% of the audience worked in the business because every client jab was met with the kind of approval that said, "I've been there, you suck and now its my turn to laugh."


As far as my progress has gone, it's been a good week. My Communication Arts Advertising Annuals came in the mail yesterday so I'm about to find a chair in the nearest Starbucks and start reviewing. Comm Arts hosts, arguably the most prestigious competition for creativity in advertising and the annuals showcase the winning ads for each year across print, tv, interactive, etc..

There is a lot of crap out there and thats why becoming familiar with the best work is so important. It brings me one step closer to creating my own great ads. (At the very least it makes me much more critical of my own work.

A professor of mine said that before becoming an award winning Director, Quentin Tarantino worked in a video store and would literally watch every single award winning movie to understand what made them so good.

You have to recognize greatness before you can achieve it otherwise, how can you know what you're shooting for.

Joe

http://joeyz101.blogspot.com/

Portfolio Update - The Pond at Bryant Park

This past weekend was great.

I went to Montauk and took a few pretty cool pictures of the Lighthouse. I revised old ads and worked on new ones for the portfolio. I even came as close as I ever have to cooking the perfect steak.

But back to the ads.

Lately I've been working on improving the ads that I developed for the Pond at Bryant Park. TPBP is an ice skating rink located on 42nd Street between 5th and 6th Avenues in New York City. It seems odd to be thinking about ice skating in August but that's where my head is at the moment.

This past winter I went to TPBP on a Saturday morning. I got a seat by a window and sat inside the main area with a cup of coffee and just watched people go round and round for hours.

It was hysterical.

Kids and adults, tourists and natives, everyone was seemed to be on the ice. People were dropping left and right. You could tell the casual skaters from the serious ones right away. One girl was spinning 20 times per second on the tip of her skate while a kid was doing the same on his butt. As far as I was concerned, they both put on quite a show.

The ads around the rink did not capture what I saw out there and it made me think, "Did the team responsible for these ads spend any time here at all." Take a look at the links below and let me know what you think.

http://www.flickr.com/photos/yehwan/284350687/

I think the line is cute, fun, light-hearted, etc. but it seems generic; like it could work for any ice skating rink. So far, I think I have two really great lines that capture the spirit of The Pond at Bryant Park. One more ad and I'll have a complete campaign. Then I just have to figure out how I'm going to get this thing art-directed.

For now though, I better stop thinking of triple axels and get back to work!

Joe

http://twitter.com/joeyz101

P.S. When I was younger, I had the biggest crush on Kristi Yamaguchi...Sweet Jesus!

Take your fears for a walk

I'm afraid of failure, I guess.

I worry that I won't ever finish my portfolio or that it won't be good enough to get me the job I want. But the thing with being afraid is that there will always be something new to fear. So in order to move forward, you must face your demons, otherwise, they'll paralyze you.

I was thinking about all of this when I decided to go for a run.

It was 10pm when I started out and the night air was heavy with humidity but I had my music going which helped me to maintain a nice steady pace. After an hour though, I started thinking about when I should stop. It was already 11pm, I was kind of tired and needed to be up early tomorrow, but I told my self: go until you can't go anymore.

I started cramping five minutes later.

But not before issuing the following dare: Go until you can't go anymore and then, double your time.

Why the stupid dare?

Because every step past the point I wanted to quit is proof that I had more in the tank than I originally thought. I wanted to see if I had it in me to stay out there for 3 hours. (For you Seinfeld lovers out there, this reminded me of the episode when Kramer tries to see how far he can drive past 'empty').

I had no idea when I would run out of gas.

Being scared is natural. But I know that when I'm afraid it means I really care. We can't let our fears paralyze us. We have to prepare for them. Write down the things that scare you, say them out loud and then go after them.

So did cramps force me to abandon my strange nocturnal quest?

I definitely couldn't run anymore but I decided to do a cool-down lap before calling it quits. Well, that cool-down lap never ended.

How far can you really go by walking in circles? The cramping definitely through me for a loop. In my defense, this is not how I expected to spend my night so I really wasn't prepared (well-hydrated, etc.).

But a dare is a dare and being creative (and stubborn) means finding a way. So there I was walking in circles for another 1.5 hours. An odd way to spend a Thursday night and the reason why I can't go for runs consistently.

I'm just a sucker for the whole 'test of wills' thing.

[Update 8/22]

I saw a quote today that says it all:

"Run when you can, walk when you have to, crawl if you must; just never give up."

Joe
http://twitter.com/joeyz101

The ink blot test

Aside from the silly stuff (writing experience, hard work, drive, etc.), what makes someone a great copywriter?

Don't look at me. I have no idea.

You have to be creative of course, but what does that mean and is there a way to actually become creative?

Very creative people have the ability to see what everyone sees and then relate it to a thousand different things. Most people wouldn't make the same connections but they are able to connect the dots, with the help of a clue or two. You know the ads with that, "Aha!" moment. It's fun to figure it out but how did those crazy ad people think it up in the first place?

The interesting thing is that no matter what or how many different things you see, that damn ink blot never really changes.

It's always just a blot of ink.

What it reminds you of, the images it conjures up in your mind; that's what can vary so wildly from person to person. When you see something today, you process it based on all you've experienced (seen, read, done) to date. Some people spend most of their time doing similar things (e.g. all they do is play sports), others have loads of unrelated hobbies. These interests shape who you are and most definitely impact how you experience things

So the more interests, hobbies and adventures you have, the more creative you can be. But there's something else.

You have to want to be creative, inquisitive or adventurous. You just have to enjoy the process of making connections. At the end of the day, you only see what you want to see.

To some, a blot of ink is a blot of ink and why would it be anything else?

Joe

http://twitter.com/joeyz101


P.S. As a test, what do you think of when I say, "Artichoke?" Here's what comes to mind for me:

• Birthday presents
• My Aunt Joanne
• Italy

and as of last night,

• 'Gooey' pizza, good conversation and a girl with a top five veggie list who can eat a whole pie, all in one sitting.

Honesty rains supreme

What do I have against sleep?

I used to be pretty damn good at it. In college, I remember sleeping for days. It was great, that whole rest and relaxation thing.

I don't do much of it anymore.

Life is more fun when your eyes are open. Why sleep when you could have stimulating conversations, read a good book, ride a mechanical bull, etc. Doing is so much better than sleeping and sleeping is way more satisfying when you've done, or did. (still with me?).

Last night decided against sleep again and met up with friends in Brooklyn for an advertising "Movie Night." It was our first stab at keeping the momentum going in between classes. A lot of fun for sure.

We had a bunch of movies to pick from, but it came down to "Crazy People" (with Paul Reiser) or "What Women Want" (with Helen Hunt). Who knew "Mad About You" was the nucleus of the ad industry?

We went with "Crazy People," starring Dudley Moore, Daryl Hannah and Paul Reiser. I got a kick out of it, but I'm the Paula Abdul of movie critics so don't go by me. For those interested, here's a quick run down of the movie:

http://en.wikipedia.org/wiki/Crazy_People

These were my takeaways:

• Creative people are crazy
• Crazy people know honesty
• Honesty is important in advertising
• Jerks and cheats don't know honesty

Being honest with ourselves and others is tougher than we think. If you don't practice honesty on a daily basis how can you expect to naturally find it in the products and services you advertise? Maybe that's why there are so many crappy ads out there.

After the movie, a couple of us got caught in the rain heading to the train.

I love when that happens.

As long as you have the right mindset, getting caught in the rain feels great. It turned out to be a perfect way to end the night because it made me feel just a little bit crazy.

Seems like that's at least some of what I need to make it in this business.

Joe
http://twitter.com/joeyz101

P.S. A friend of mine told me about a pretty cool website yesterday called, howcast.com. You can watch and share how-to videos and they even have a contest for emerging film makers.

Take a look at my friend's video. If you think it's cool, give it a thumbs up!

http://www.howcast.com/videos/225835-How-To-Know-When-Youve-Walked-a-Mile-in-NYC-2nd-Attempted-Upload

Selling the dream

Last night I had dinner with an old friend.

We went to Tamarind, a nice Indian restaurant on 22nd between Broadway and Park Ave. South. I had the Tandoori Mixed Grill, a large plate packed with lamb chops, shrimp and chicken. If you don't eat much Indian food and want to test out some new flavors, this is the dish to get. Everything is cooked in the tandoor, a type of clay oven. The chicken looked dry but was surprisingly tender. I haven't eaten that much good Indian food since my friend's Indian wedding. I think I half expected my friend (groom from above-mentioned wedding) to ride in on his horse and inform me that the party's in the other room.

Last time I was at Tamarind, I met Rachel Ray. It must've been 2004. She had just finished filming something (Indian food special perhaps?) and enjoying dinner with friends. As they were leaving I said (suavely), "Hey Rachel. My mom watches your show all the time, she really loves it. (akward pause) Can I have your autograph?"

What a dork.

Rachel was very nice and wrote, "What's cooking? - Rachel Ray." That always reminds me of the 'Bubble Boy' Seinfeld episode when Jerry signs an autographed picture of himself at a diner and then tries to get it back from the waitress who requested it because Elaine convinces him that his note is stupid. Anyone remember what he wrote?

This time around though, the dining room was celebrity-free, which allowed us to focus on two things: tandoori chicken and catching up. Inevitably, (I ran out of chicken and) we wound up discussing our careers. I pretty much hit my poor friend verbatim with everything I've written in this blog to date.

My friend was very understanding and said, "Sounds great, if that's what makes you happy.".

Damn right.

If I'm going to be working for the next 30+ years, I might as well build a career based on something I enjoy. Speaking of which, I'm on the train now, a perfect opportunity to flip through my pocket portfolio and get cracking with some revisions.

Rule #1: when selling the dream, make sure you buy what you pedal. Otherwise, you'll waste your own time and do a crappy job trying to sell everyone else.

Joe
http://twitter.com/joeyz101

Pocket Portfolio

I spent the weekend sifting through every ad I've ever written, and I learned one thing.

All my best work fits in my pants pocket.

No, I'm not that bad. It's because my favorite ads are now very neatly stored in my iPhone.

Nothing fancy, really. All I did was snap a picture of each ad with the camera phone. Now nothing can stop me from reviewing my work. Starting tomorrow,

I can check my ads on the train, or sneak-a-peek in the rain.
I can make revisions without a seat, or rethink ideas on my feet.

Don't know what possessed me to write that, sorry. I'm just very excited (still no excuse for the above, I know).

Point is, my best stuff is now super accessible. I can spend more time reviewing and more time improving. I'm sure I'll run into plenty of roadblocks over the next few months, finding the time to review my work shouldn't be one of them.

Almost forgot, I came across a short article on the nobility of copywriting on a blog called, "The Copywriting Maven." I really enjoyed the video at the end of the article. Check it out, it'll make you smile. Also, I love the music playing in the video. Same music in the beginning of one of my favorite movies, "Il Postino." Goodnight!

http://www.copywritingmaven.com/2008/09/20/nobility-of-copywriting/

Joe
http://twitter.com/joeyz101

How to choose a great advertising class

Today I decided on the ad class I'll be taking in the fall.

I'm happy with my selection. The (two) professors seem very cool, they have real agency experience and most importantly, they come highly recommended.

Every semester I hear about people who use a catchy course title as the only criteria in deciding which class to take. Needless to say, many of them wind up being disappointed with their choice. Last I checked, classes cost money and eat up chunks of time so a little research seems like an option worth exploring. Here are some tips that should help you to get the most out of your next ad class.


Attend the information session, ask questions
The first class I took was amazing and I'll admit, I got there without doing any research. Sometimes choosing the catchy course title works, but its definitely not the norm.

You'll meet professors and they'll talk about the courses being offered in their own words. A lot of creative ad classes are similar. You get an assignment, hang work on a wall and listen to the professor's critique. Sometimes it comes down to who you mesh best with. Also, don't be afraid to ask a professor if you could sit in on a class or two. Nothing like seeing it for your self.

Hear what other students have to say
There'll be plenty of students at the info. session and talking to them is your opportunity to get the inside scoop on the classes you're interested in. These may be (but are not limited to) a professor's quirks, their ability to effectively critique work, bad habits (e.g. missing classes), etc. Don't let one random student's impassioned rant cause you to pass on a class, get multiple opinions and decide for your self.

Don't like the class you chose? Drop it
Find out if the school your interested in allows you to drop a class and recoup most of your money. Schools like SVA in New York City allow this so long as you do it in the first few weeks of a semester. Give the class a chance but if the chemistry's not there, drop it and search for that spark elsewhere (there are plenty of schools / ad programs out there). Picking a "Plan B" class before the semester begins can help you confidently switch into a class that you've already researched without having to wait an entire semester to take your next class.

Give 200%
You only get what you put in, so give each assignment everything you've got. Passion is contagious and both the professor and the students will feed off of your energy. A great attitude can lift your class to new heights.

Play nice, make friends
When it comes to getting a job, your classmates are your competition. They're also interesting, talented and motivated people and you've probably got a lot in common with them. The person sitting next to you might be the perfect person to art-direct your book or may recommend you for a job in the future. At the very least, you'll have a friend who understands that getting a job in advertising takes more than funky clothes and cheesy puns.

Use the message board
If your class has an online message board, use it to keep in-class conversations going, post questions to the professor /students, discuss ad campaigns that you like/dislike, etc. A message board is a great way to keep your class engaged and excited in between meetings. Use it.


Obviously I don't go to bed before 3am (this is the 7th or 8th night in a row). The weather looks good tomorrow so I think I'll go for a bike ride and then work on polishing some old ads on the back deck.

Have a nice weekend everyone.

Joe
http://twitter.com/joeyz101

Shoulder pads

Why am I writing this blog?

I've kind of answered that over the last few days. Think about it, you know some pretty intimate things about me. Some of my hopes and dreams, the fact that I apparently faint at the sight of a needle (we pretty much found out about that one together!). We're becoming pretty close, but wait.

What the hell do I know about you?

I can't see you, I can't feel you so what's the point. Am I just talking to my self? I may not be able to put a face to the name but I bet I know more about you than you think.

Over these past few days I've read up on driving traffic to blogs and while I'm no expert, I've actually reached a few of you. What's great about the Internet is that if you can reach someone (whether you can see them or not), you have a chance to touch them.

Earlier tonight a friend wrote me after reading yesterday's post, running in the dark. This friend said the following:

I couldn't seem to go to sleep so I decided to read your blog that you sent today and it hit home with me so much that it sent my mind running and very oddly it was dead on about things I have been agonizing over for the last 3 hours of my night. I won't elaborate just because it's late and I want to try to unwind and not continue to get my self worked up but your blog definitely brought tears to my eyes :) in a good way though. I imagined you standing in the corner of my room saying "What do you want out of life? What will it take to get there? You've got to be brave enough to take that next step."

So this is for you just as much as it is for me. Whether you're looking to break into the ad industry, switch careers in general or just searching for what matters in your own life, I think you and I can relate. I hope that as I work towards my dreams you find the motivation to keep chasing after yours. It's amazing what you can do with a little help. One of my idol's, Andre Agassi put it best:

The scoreboard said I lost today, but what it doesn't say is what I've found. And over the last 21 years, I have found loyalty. You have pulled for me on the court and also in life. I've found inspiration. You have willed me to succeed sometimes even in my lowest moments. And I've found generosity. You have given me your shoulders to stand on to reach for my dreams, dreams I could have never reached without you. Over the last 21 years, I have found you and I will take you and the memory of you with me for the rest of my life.

I just remember shaking all over when he said that.

I want to say a special thank you to my friend for writing me tonight. You inspired me to stay up late, write another post and best of all, you got me all fired up! I hope more of you decide to check in and leave comments (maybe throw me a suggestion or two :o) It will make all of this so much more worth while.

I'll lend you my shoulders if you lend me yours.

Joe
http://twitter.com/joeyz101

Running in the dark

Another advertising class in the books.

The day after a class ends is the most important day of the semester. This is especially true for those who take Continuing Ed. classes. I woke up today and asked my self if I really want to abandon what has become comfortable in my life and career only to chase after something that I might not be able to catch, something that might prove to be, for any number of reasons, out of reach.

The answer: You bet your sweet apples I do.

I've always felt most alive when I put my self "out there". The times when I felt like hesitating but decided to go for it anyway are the moments when I really learned the most about my self and what I'm capable of. I'm not saying that you, me or anyone should live a life guided by rash decisions just to keep things exciting. Instead, I think that after asking your self the tough questions; what do I want out of life, what will it take to get there, etc., you've got to be brave enough to take the next step.

It's important to recognize that in every situation you can either lose or you can win. You have to accept that certain things will always be out of your control (it's that way for everyone) and how you respond to those "tests" will go a long way in determining whether or not you ultimately achieve your goal.

Don't let the moment paralyze you; instead, choose to rise up and meet it. It's true, if you run in the dark, you might fall down (or smash into something) but you also might just accomplish something great.

As I've mentioned before, I play a lot of tennis. And one of the best matches I ever played ended in a loss, but what I learned about my self during that loss has since led to many wins. Before every tennis match, I tell my self:

Accept the conditions, do not get frustrated
Accept the challenge, believe in your game
Rise to the occassion. And fight

Right now, I'm staring at a pile of potentially "book-worthy" ideas and, a disproportionately larger pile of crap (ads). Aside from help (on the ground and in the sky), the following is what I need to do to develop a "slick" portfolio (from what I've heard, this is an industry term and is all I should be striving for). I read once that, "goals are dreams with deadlines," so I'm going to attach some dates to make things interesting.

• Identify the best ads I've developed to date (End of August)
• Work to improve overall concept of those ads (End of October)
• Get feedback on newly improved ads (End of November)
• Decide on Ad class to take in Fall semester (any suggestions??)
• Identify Art Director(s) that can art direct my ad campaigns (End of October)
• Create Ad Portfolio (End of December)
• Land job as Copywriter at an ad agency (Q1 2010)

Thats all for now, I really should get to bed. I started the day with a visit to the Doctor for a routine physical and blood test and ended the visit by passing out during the blood test. Not really sure how it happened, I just got so lightheaded. Next thing you know, I'm lying down on the "butcher paper" they laid out for me and the PA is handing me a cup of munchkins. Turns out they didn't draw enough blood to run the tests so I will have to go back. Thats how it goes I guess; another day, another challenge.

Joe
http://twitter.com/joeyz101

Flock of dreams

I wonder how many people love what they do for a living. How'd they get there? Did everything fall right into place or is there an exciting story behind it? I think about stuff like that all the time.

Sometimes as people pass me on the street I guess what they do for a living. I've got to be wrong 99.9% of the time but I get a kick out of wondering. At the very least, I can tell if someone seems happy. When someone can't stop smiling on an early morning train that was packed to capacity 5 stops ago, this person is either a tourist, a psychopath or a truly happy individual (and who can't spot a tourist in New York City?).

I must walk with, past (through) hundreds of people each day and sometimes it feels like I'm just following the sheep in front of me. One morning a few months back, a homeless guy pushed his way through the commuters and I screaming "Baaa, baaaa, baaaah." It was scary for a second (I'm in my own world early in the morning), then it was kind of funny (you could tell this wasn't his first time) but that guy made me think, "What am I doing with my time? With my life?"

In "The Alchemist," Paulo Coelho says that at one time or another, people give up on their dreams. Others say that their dreams are silly, unrealistic or not worth chasing and over time they come to accept that point of view as fact. Then there are those who refuse to let anyone change their plans. They protect their dream and it grows into a reality.

I have a sense of urgency now that I didn't have two years ago. Over the next few months I'm going to put a portfolio together with the goal of becoming a Copywriter at an Ad Agency. How I get there will be the focus of this blog. Stay tuned.

Joe
http://twitter.com/joeyz101

listening to the voices in your head

I talk to my self all the time. When I was younger I remember sometimes wondering why. It seemed a bit odd but I never really stopped to think about it all that much. All I knew was that I was enjoying my own company enough not to mind.

Keeping a blog will allow me to think through, structure and communicate the thoughts in my head (with the added benefit of checking out comments from others). I know, I know, I’m arriving late to the dance, blogging is nothing new. But as I mentioned yesterday, writing is a passion of mine and blogging will help me to do it consistently.

I work in the city and take advertising classes at night. I'm spending more and more of my time building a portfolio because that’s the key to landing a job at an ad agency as a copywriter. It’s hard work but I'm really loving the process. Why? I’ll go into that more in upcoming posts but for now I’ll touch on how I happened down this road.

Like many people you and I know, I was unhappy with my career out of college. Unhappy maybe isn’t the best word. I’ve always been fortunate enough to work with great people and I’ve made plenty of friends along the way. I just never felt satisfied. I play a lot of tennis and when I’m on that court I give 200% for every ball. Practicing is fun, playing is great and winning is awesome. Tennis is one of my passions and it brings me to life.

The feeling I’m describing is nothing new but I’ve never felt anything close to it in the office. Sure, I’ve had great days at work. Colleagues have thanked me for a job well done. I’ve pulled all-nighter’s to meet deadlines and worked over the weekend to keep projects on track. I did the work but I was never captivated by it.

The major I chose in college had nothing to do with advertising and the choice of job I landed out of college had nothing to do with me. I allowed friends and family to guide me instead of steering my own ship. Well after four years on this cruise to no where I decided to jump ship in search of land.

An idea to start a company selling cycling socks is what, in the end led me to take advertising classes. Crazy I know, but right from that first class, I felt excited. I wanted to give 200% in my assignments. I was passing on nights out with friends so I could push my ideas a little bit further. Whether I was creating ads for Bazooka Joe Bubble Gum or Barbasol Shaving Cream I didn’t just do the work; I let the work captivate me and that feels great.

Joe

http://twitter.com/joeyz101

Road-blogging

Testing a mobile blog writer from my iPhone. Any strong feelings on the BlogWriter iPhone App? Seems to be working ok so far.

Joe
http://twitter.com/joeyz101

flying high and sitting pretty

The title of my new blog very succinctly describes how I feel when I'm in a good mood. That happens to be most of the time, and why shouldn't it be? I'm 27, and have just about everything to do before I can say, "I've really accomplished anything." I'm not even close to being where I want to be which gets me fired up because, just like the latest book you can't seem to put down (tell me! I love a good book rec.); I want to get to know all the characters, enjoy each chapter and take my own stabs at what the heck it all means. I'm here for the ride.

A first posting calls for a proper introduction but I'll keep it brief since this is only our first date. I work in NYC. Tennis, food and writing; these are my passions. What else? I love a challenge (it doesn't even have to be a good one). Whether that means I'm pulling an all-nighter at work or playing the neighborhood munchkins in a game of Manhunt, I'm always raring to go.

I'll use this blog to talk about the odd characters, challenges and adventures I've encountered along the road. Blog-writing is a new thing for me so any pointers are welcome. I'll learn, and as I do, I'll just keep on flying high, sitting pretty and enjoying the ride.

Joe
http://twitter.com/joeyz101