creative journeys

creative journeys

Posted on Mar 15, 2021 in client work
Siphokazi Jonas

Every now and again a project comes along that makes the whole commercial creative thing “worth it.” I mean, when a client is paying your rate, it’s almost always worth it on a transactional level, but as the great Paula Scher points it out, when you do it just for the money, it’s never enough money. So it’s nice to be involved with work that connects to something deeper on some level.

Sometimes that’s a social issue, and I’ve been fortunate to have been involved in a number of projects that are driven by creative that encourages positive behaviors rather than “just” selling stuff. Other times, it’s about creating work that has its own intrinsic aesthetic value that happens to be in the service of a business/initiative goal. That’s rarer (or has been for me).

This project for Google Arts & Culture and South African Tourism is definitely in the latter category. The brief was to create a video to add an emotional layer to the experience. We knew a generic ‘ad copywriter aspirational manifesto’ wouldn’t be interesting, it needed to be authentic which means it needed to be specific. Because she is a poet and not a copywriter, Siphokazi Jonas was able to bring a much needed point of view that we were able to bring to life.

Nevada Short Film Festival

Nevada Short Film Festival

Posted on Feb 11, 2021 in Festival, Film
Abasement-Nevada Short Film Festival Official Selection laurel

Abasement has been selected for the Nevada Short Film Festival.

There will be a screening at West Wind El Rancho 4 Drive-In Theater, 555 El Rancho Drive, Sparks, Nevada 89431 on March 27, 2021.

Make something beautiful

Make something beautiful

Posted on Feb 4, 2021 in personal, promo

Let’s make something beautiful? (Turn on the sound)

I think it’s sometimes hard to demonstrate practical creativity in a meaningful way. After all, the function of creative in a marketing context is to engage the audience enough to get the message, which is not always aligned with the business objective. A lot of “bad” advertising is the result of prioritizing the marketer’s priorities over the audience’s. A lot of “great” advertising is just about making a nugget of content worth experiencing and then tagging a logo at the end. (Geico notoriously does this well.)

Here I just wanted to make something pretty for a promotional piece where “beautiful’ was the message.

Education Equity in SA

Education Equity in SA

Posted on Feb 4, 2021 in client work

Just launched another branded mini-doc in a series for Google For Education with my pals at Core Productions. Featuring staff and students from the Prinshof School for the Visually Impaired in Pretoria, South Africa, it’s an inspiring look at equity in education.

LIFFT INDIA FILMOTSAV

LIFFT INDIA FILMOTSAV

Posted on Dec 25, 2020 in Festival, Film

Super excited! Abasement won Best Horror short and The Dead Drop was nominated for Best Children’s short at LIFFT India-World Cine Fest 2020 .

Winner Lifft India Filmotsav World Cine Fest 2020 Laurels

As part of virtual testing, I did a Q&A with the festival organizers wherein we chatted themes, process, and the symbolism of Three Women.

It was a lovely chat though in retrospect, I wish I had art directed my environment and trimmed my beard. #liveandLearn

Austin After Dark

Austin After Dark

Posted on Sep 25, 2020 in Festival, Film

Abasement played at Austin After Dark Horror Festival in Austin TX, taking home finalist awards for best Micro Short and best Cinematography. This year the screening was at Doc’s DriveIn Theatre, so they were still able to show in person.

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