THESE ARE THE ONE-OFFS. THE SHOULDA-BEENS. THE ALSO-RANS.
The things that for the most part I like, but something——or nothing——happened along the way.
Inspired by the following piece——fun, and made for making’s sake during the craziness of a commercial job——I thought I’d try to define what was both good and not-so-good about these projects. Because it’s nice to reflect.
GOOD / SHIT
GOOD: My intention is to only ever make good shit——and sometimes that happens.
SHIT: My intention is to only ever make good shit——and sometimes it doesn’t.
GOOD: This project had a big job to do: change the opinions of non-SBS telly watchers about the content shown on the station. A station known for programming international news, international sport, international cooking shows and kinda raunchy, international dramas. With a couple of days to conceive of a print and outdoor campaign (from creative brief to presentation), I reckon we did a pretty good job in creating smart, stand-out——and maybe a little challenging——posters that talk to the mindset of the otherwise disinterested, and give them a reason to tune-in to a station known to be a little challenging.
SHIT: Maybe a bit too challenging. The work was ultimately executed in-house by the brand and all that survived of the messaging was the structure.
WITH: Naked Communications
BUNDABERG RUM——ONLINE TEASERS
GOOD: Back in two-thousand-something-something, MEMES were called INTERNET SENSATIONS——I think this was even before the term VIRAL was in misuse to describe an online film. In Australia, major brands didn’t really know what to do with this new idea——or understand how they could capitalise on it. I worked on the iconic Aussie brand Bundaberg Rum, and at that time we had an equally-as-iconic brand mascot in Bundy R. Bear. A big, white, shaggy-furred, rod for our back. We convinced our client to gives us a tiny budget to make a few online teasers promoting the launch of the new brand: Bundaberg Red. We played off the INTERNET SENSATIONS of the day——this, this, and even this——to use the bear in a new and much-less-expected way, hoping to create INTERNET SENSATIONS of our own...
SHIT: They never ran. Back then, it felt like too big a risk. I remember being pretty bummed.
PIZZA CAPERS——THE PIZZA YOU PICTURE WHEN YOU PICTURE PIZZA
GOOD: The line. It’s both the longest one I’ve written——and the one with the most Pees. And Zees. Plus, it’s based on a true product truth: if you like way too many ingredients on your pizza, Pizza Capers pizzas will not disappoint.
SHIT: Money and scope. Shit excuse, but sometimes campaigns suffer greatly from a lack of it, even when written with it in mind. Once we’d produced the telly, the client had an interstate (local to them) agency roll out the rest, and I’ve no idea what actually ran. Here’s one of the TVCs and some posters. You can see what we were trying to do.
WITH: The Monkeys
MISSION AUSTRALIA EARLY LEARNING——LEARNING BEGINS LONG BEFORE SCHOOL STARTS
GOOD: This was a low budget, simple and fun mini-campaign. I Art Directed it, but also designed and made the paper sets with my wife Stephanie.
SHIT: I don’t get to do enough of this——these days——in my day-to-day job.
GOOD: In the last days of fax numbers on business cards, I redid the identity for Bsharp (or B#) Records——the place I bought my first RUN DMC cassette (1989 / King of Rock [I already had dubs of Raising Hell and Tougher Than Leather] / US Import / $21.00!). Since 1988 B# had been providing South Australians with quality records and tapes and all these years later I was re-vamping their identity. I then used free, and pretty corny, fonts found online to typographically illustrate lyrics suggestive of the golden era of hip hop——specifically 1988.
SHIT: One partner loved it. The other partner didn’t. Too wacky! they said. Don’t want it they said. We quite like the yellow and black though, they said.