Right Brain, Left Brain Blog

85 posts categorized "Art"

24 March 2014

The art and science of great branded content

Say venn

“To build important companies, the best people live in the future and then fix its problems.” - Paul Graham, founder of Y Combinator.

Content marketing, branded content, native advertising...whatever you choose to call it, it has become one of the fastest growing parts of the advertising ecosystem. When created with a little art and sophistication it can surprise and delight readers, transcending traditional advertorials and becoming authentic, engaging editorial. Across the media industry, old-school publishers and digital natives are getting into the act.

So now that you've accepted 'native advertising' is hotter to advertisers than cronuts to Manhattan's hippest, let's see if we can shed some light on how to make it engaging - and still keep it classy.

Continue reading "The art and science of great branded content" »

23 July 2013

The art and science of online engagement

Say venn online engagement
 

Here's the trouble with old-school media: It's two dimensional. A TV spot only has two options a 60 second anthem spot or 15 second promotion. Viewers can watch or not watch – they can’t actually opt-in and become a part of the experience. Ditto print, where you can look at an ad or turn the page. As an advertiser, you hope a consumer views your ad and then you pray they take action on their own, at another unrelated time. If they do want to interact, they have to go to a second screen, like their phone, tablet or computer.

Continue reading "The art and science of online engagement" »

24 April 2013

The year ahead for images

In 2013 it’s believed the smartphone will become an everyday object worldwide*. It’s believed that sales will hit one billion over the next 12 months – an impressive milestone in the mobile world. It’s certainly a true testament to the ‘sharing age’ we now live in; people want to tap into information and divulge their experiences constantly, be it with their friends or brands.

This of course presents a plethora of opportunities for companies, but with these opportunities come challenges. Brands are already working hard to remain contemporary and front of mind in the current economical climate and the increase in customer touchpoints and information portals means they will need to do even more to make sure they stand out from the white noise.

Continue reading "The year ahead for images " »

15 May 2012

Our relationship with digital and the New York Times

So Tumblr has launched a new content project called 'Storyboard'. Billed as “tales from behind the dashboard”, the series will follow various members of the Tumblr community.

 

Continue reading "Our relationship with digital and the New York Times" »

15 February 2012

Unveiling the BRAVES, by Noma Bar

Superheroes, like science fiction, are now acceptable to like in public. This trend can be attributed to a number of events: the cult series Heroes, the popularity of the DVD box-set that helped cult TV go mainstream and the new maturity of superhero representations on the big screen. The corny comic-book adaptations of the 1980s are now cult cinema curios compared to the superhero films that will hit screens in 2012; Christopher Reeve's square-jawed Superman would get a proper kicking from Christian Bale's Dark Knight. Confirmation of the hero concept as trend, if any were needed, arrives in form of the new Lego Superhero series that hits shops soon.

When we were working on the branding concept for the BRAVES, superheroes became part of the imagery very early on. An award that celebrated the heroes of video, needed to have some heroic figures to represent them. Eventually, the perfect amount of caffeine and lively discussion created a brief for the characters who would become The BRAVES, and this brief was brought to life by the brilliant artist, Noma Bar

Bar is famous for his deceptively complex graphic illustrations. Using blocks of colour and simple shapes, the man is a master of negative space and efficient graphic style. In short, he's a bit of a genius, and it's a bit of a coup for the BRAVES that he agreed to produce our characters.

Introducing: TEAM BRAVES

Braves_Team Braves

 

CAMPAIGN BRAVE

Braves_Campaign


Smart and strategic, Campaign BRAVE has a plan and is in control. A master of innovation and insight, his mission is to promote the best use of video in advertising campaigns. The Campaign BRAVES category promotes the best in video campaign innovation and creative planning. 

 

CONTENT BRAVE

Braves_Content

Content BRAVE is an artist, always looking to capture that moving image and experiment with new techniques and aesthetics. The Content BRAVES celebrate the art in video and specifically reward the role of branded video content where there brand has been involved from the outset. 

 

TECHNICAL BRAVE

Braves_Tech Craft

Nobody knows where he came from. With tools for platforms, players, analytics and distribution, strong, silent Technical BRAVE is essential to the video ecosystem. His best work often goes unnoticed, so the Technical BRAVES are designed to recognise the best technical contributions and innovations to the video landscape.

Information about the BRAVES.

Video-based case studies found on Cream.

An interview with Noma Bar.  

26 January 2012

Agency IP robots

Tokyo-based agency Party, who were responsible for the interactive painted billboard/website project for Toyota last year, has created a brilliant music video for Japanese electronica band Androp. Obviously, as this is Japan, the robots are cool, cute and incredibly desirable. 

 

Making-Of androp

The film is a triumph of sound-activated robotics, and in an unusual twist on the 'product placement in music video' business model, a limited number of robots were placed on eBay (yours for a cool $5,000). Depending on its success, Party plan to release more robots for sale with some planned for general sale.

See Party's work for Toyota on Cream. 

Cream-benifits-468x68-Get-creative

19 January 2012

Campaign of the week: Newsletter out now

Catch up with the best of Cream by subscribing to our weekly newsletter. This week's 'Campaign of the week' is the digital graphic novel from Axe, promoting its new fragrance 'Anarchy'. 

Axe anarchy 2

Wether or not Axe is onto a good thing by launching a fragrance line for both men and women remains to be seen. Spurred on by the number of female Facebook fans on its brand page, Unilever have apparently decided that the world is ready for the scent of 'Anarchy'.

See the full case study here with details of how Axe has turned to its fanbase to inspire this online graphic novel project.

Get full, instant access to Cream's pool of case study studies with a free trial here. 

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18 January 2012

More than just a simple marketing idea

With the launch of the BRAVES, the new awards that celebrate excellence and innovation in the online video space, here at Cream we're discovering some amazing work on a daily basis. This film is from Japanese denim manufacturer Edwin, and is one of the most striking corporate videos we've ever seen. 

In this perfect contender for the 'Best Art Direction' category, there's no dialogue, no corny messages and no brand mission statement. Instead the film manages to convey the craftsmanship, the technology and the people that are essential to the Edwin brand and its heritage as a Japanese firm. 

"For 35 years, Edwin Japan have worked on improving efficiency, quality, construction and washing methods by studying and engineering machinery used in the denim manufacturing process.

Edwin-japan-denim-production-3

Continue reading "More than just a simple marketing idea" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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