Tag Archives: garage

Train Wrecks and Singing Cows…

Over in Washington, D.C. at the National Cattlemen’s Beef Association, they TOTALLY see the value in using a little online video marketing to drive home their point about the overreaching regulations the Federal Government is trying to impose on the U.S.’s Agricultural and Ranching  industries.

And in their ultimate wisdom, they even saw fit to hire Slater’s Garage to produce these two pieces.  The first is called “The Over-Regulation All Across the Nation Blues,” and features the work of some of my favorite collaborative partners, John Hill, Bill DaButler, and Thom Osborne, who lent their animation, facial, and vocal skills, respectively, for this video:

And the second is called “The Regulatory Train Wreck,” which features many of the Federal regulations “coming down the track” for farmers and ranchers, reaching the inevitable conclusion when the track runs out:

Thanks to the NCBA for pulling us in on this project. We were pleased to be a part of it.

 

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How to Find Freelance Partners

I’m a big fan of Nick Bertke, whose professional handle is Pogo. He’s a VJ/producer who creates songs using music and sounds from films like Disney’s Alice in Wonderland. Recently, Pogo hosted a contest inviting people to provide video to accompany a song called “Mellow Brick Road,” which uses audio from The Wizard of Oz.  Here’s the winning entry, by a guy named Reed Gauthier:

As a freelance producer of audio and video, I do a fair amount of solo work. But I also have a circle of partners I work with: voice people, singers, animators, graphic designers, etc. And a common question I’m asked is “How do you meet these people?”

Well, it’s pretty easy, actually. I reach out and introduce myself. I sent an e-mail to the animator of the above video, saying “I’m a fan. Congrats,” along with a short introduction of myself, and telling him how I’m always on the lookout for freelance partners. I don’t know the guy even slightly, and we may never end up working together. But now that a connection has been initiated, there’s an opportunity — a door instead of a wall. That door may not open, but a wall NEVER will.

It’s SO easy to make connections in the digital world. Isn’t it worth a few minutes of your time to reach out to someone in your field, even if only to say, “I’m a fan. I enjoy your work?”

The Armory on Pima Gets It

One of our mantras when it comes to advertising is, “Be memorable.” An ad that doesn’t stand out in some way — that people forget immediately after they see/hear it — is an opportunity wasted.

The guys at the Armory on Pima in Tucson get it. I don’t know who wrote and produced this spot, but as local ads go, it’s one of the best examples of “Be Memorable” I’ve seen in some time.  Well done, you guys!

Believing in Your Fee

Great story I’d heard before, but was reminded of while reading The Simple Dollar, a new blog I discovered recently:

A French woman, upon seeing Picasso in a Parisian restaurant, approached the great master and insisted that he put down his coffee and make a quick sketch of her. Graciously, Picasso obliged. When he was done, she took the drawing, put it in her handbag, and then pulled out her billfold.

“How much do I owe you?” she asked.

“$5,000,” was Picasso’s reply.

“$5,000? But it took you only three minutes!” she exclaimed.

“No,” Picasso answered. “It took me all my life.”

Picasso was always good for a quote that carried some impact, wasn’t he?

People with talent didn’t just come out of the box that way. Just because something appears easy doesn’t mean it is, or that the journey was. It takes years of education, years of practice, years of prior failure.

Pricing my services is probably my biggest ongoing challenge as a small business owner. In advertising production, many clients only have the perspective of seeing the finished 30-second TV spot, or hearing the 60-second radio commercial.  Far less often do they see the hours spent drawing animation artwork, editing and enhancing audio or video, searching for the right read, the right voice, the right take, and writing and rewriting copy to ensure that their advertising message is unique and salient and remarkable. That stuff not only takes time to execute, but it also takes time to learn to do, and get good at. And that’s what your clients are paying a premium for.

Very often prospective clients hesitate, hem, and haw when they inquire about my rates for voiceover, production, animation, etc., because to them it “seems expensive for just a 30-second TV spot.” All the more often, I find myself turning away business when that happens, rather than trying to justify my fee. As much as I hate to pass up work, I know that a client who dithers on price right out of the gate doesn’t value my time. And the client who doesn’t value my time ends up being the one who demands the most of it, usually amidst a constant debate as to why they shouldn’t have to pay me for it. I find that time is much better spent honing my skills, networking, and building my business in an effort to find better-quality clients who enjoy being involved in the creative process, and who appreciate what goes into it.

Don’t devalue yourself, your work, or your time just because others might not see the value in it.

Good luck!

When Do “Bad” Ads Mean Effective Advertising?

Take a look at this spoof commercial from The Midnight Show:

Maybe I have a different philosophy when it comes to advertising, and professional videographers who consider every commercial they produce to be “art” may put a bounty on my head for what I’m about to say, but I honestly don’t think that “good advertising” is defined by how the spot looks… Rather, it’s about what the message is, how memorable it is, and where, when and how often it runs.

We have a used car dealer in town whose TV spots positively suck, aesthetically speaking. He’s an annoying on-camera presence, and the ads are campy and poorly shot. He runs his ads heavily and non-stop all over cable TV, and EVERYBODY in town mocks him and his tag line, and talks about how bad the ads are.

Did you catch that last part?  Everybody in town is talking about him.  And if you have damaged credit and need a car, his dealership is the first place you think of.

Lousy ads?  Or effective?  When his ads come up in conversation, mine is usually the lone voice that says, “Aw, man, GREAT campaign!”  To me, the worst ads are the ones that get forgotten as soon as they air.  I’d name a few, but they were so boring and ineffectual that they didn’t make any sort of impression.

“Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed… but dull?”  — William Bernbach

Now, quite obviously the above video was done strictly for laughs, but I think an ad shot like the one above is actually MORE effective because of its (albeit intentionally) lousy production value. It makes it more memorable.  I probably wouldn’t use a spot like this to advertise video production services like these guys did, but I think I could make a case for any other product or service using a spot like this — something “so bad it’s good” — as an opportunity to poke fun at itself, give viewers something to talk about, deliver a strong, salient message, and create something really unforgettable.

What do you think?  As a business owner, would you care what people said about your ads if, at the end of the day, your sales went up, your revenue increased, and your business improved?

Mark’s Music – S#*% You Won’t Believe

Here’s a recent TV spot we produced for Mark’s Music in Brewer, Maine, featuring “Mini-Mark”, an animated cartoon character we created based on the store’s owner (who’s a character in his own right).

The client decided to turn a recently thwarted robbery attempt into a sale, so to advertise it, we went with a “Breaking News” approach, with Mini-Mark at the anchor desk.

These spots are always a lot of fun to put together. A great reminder that not all local advertising has to look like “local advertising,” y’know?

My Creative Homeless Shelter

One of the most valuable lessons of my career is one I learned when I was in college, interning for Michael Coleman at WZLX in Boston:  Keep everything.

I have archives with all my old scripts, and most of the stuff I’ve produced is still on file someplace (I’ve changed computers several times over the years, so I’ve lost some stuff, unfortunately). Why? Because you just never know when something will come in handy.

On the Plane – Danke Schoen Parody

I’m of the opinion that there’s no such thing as a wasted idea. Clients have sometimes rejected my ideas for commercials over the years. When I was writing and producing bits and parodies for Daily Comedy Network, submissions would sometimes not get picked up. Hey, let’s face it: You won’t hit the mark every time. But, you can still turn that rejection into a positive.

http://www.poptent.net/getplayer/17354

Whenever a concept or a spot, or script gets kicked back, I still keep it, per that valuable lesson I learned back in 1992. That piece immediately gets moved to a special folder I have on my computer, named “Homeless Shelter.” It’s where all my ideas live which haven’t yet found “homes.” I keep them well-fed. I visit them frequently; check in, see how they’re doing. And sometimes I can re-purpose one of them for a new project that comes up.

Portly Boy – Parody of Lonely Boy by Andrew Gold

For me, coming up with the initial idea — the jumping-off point — is usually the most difficult part of the creative process. So I’ll often visit the Shelter first, to see if any ideas can be recycled for the project I’m working on, but secondly, because even if I can’t re-use the ideas there, they often will be great thought-starters to spark something new.

http://www.poptent.net/getplayer/17168

The pieces I’ve posted here all currently reside in my Homeless Shelter.  They’re all pieces which have previously been rejected for whatever reason but which I still use as creative inspiration. I invite you to watch, listen, and most importantly, consider creating a “Homeless Shelter” archive of your own, where you can begin to amass a cache of ideas to draw from, as well.