Update

Case Study: a52

Last updated on Jan. 15, 2010: a52 Earns Continuous Coverage in Target Market and Industry Trade Media, Extends Key Vendor and Client Relationships

“Strategic Public Relations Campaign Keeps a52 Atop Industry Radar”
See also: a52 MEDIA COVERAGE . ELASTIC MEDIA COVERAGE . ROCK PAPER SCISSORS MEDIA COVERAGE

a52, an award-winning LA-based visual effects boutique serving the international commercial, music video and premium-television industries.

Executive Summary
During DWA’s 10-year tenure as the PR agency of record for a52 (2000-2010), projects touched by the immense talents at the LA-based visual effects boutique earned top honors from Adweek, Advertising Age, ‘Boards, Creative Review, Creativity, SHOOT and Shots, top Automotive Advertising, BDA, British Design and Art Direction, Clio, Emmy (Best Main Title and Best Commercial), International Andy, London International Advertising and PROMAX Awards, among many others… and screened at the Museum of Modern Art in the prestigious annual AICP Show each and every year.
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Love clicks, in the true spirit of the season….

We’ve reached the time of year when I invite you to join me in sending daily clicks to www.hungersite.com, where our simple mouseclicks can benefit a number of vital causes each day. Big thanks to Travis the Elf for picking The Hunger Site as his Project for Awesome entry at this time last year, and for posting this video. Together with my family, I am sending my warmest thoughts to many friends and colleagues worldwide, and feeling a lot of gratitude.  I’m especially thankful to the individuals behind my client companies ATTIK, a52, Elastic, Brand New School, Rock Paper Scissors, Shilo and We Are Plus for helping to support the following organizations over the past several years. Read more

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Expanding Artistry from LA Design Studio Elastic


I expect that most of my Facebook and creative industry friends who have seen all the amazing project work I’ve been sharing from LA-based full-service design studio Elastic will agree that the company’s phenomenal artists have hit every project they’ve touched out of the park. From the recent Honda Accord Crosstour “Instruments” and “Boxes” spots for ad agency RPA, to the Verizon “iDon’t,” “Surfer” and “Homing Device” Droid spots for mcgarrybowen, the adidas “It’s On Me For We” spots for 180/LA, the Lexus HS Pods spots for Team One, and more cool work for FUEL TV, Nike and others, sharing the company’s artistry over the past year has been an amazing adventure for yours truly. At this point, I’d like to take this opportunity to sincerely thank anyone who has shared the company’s work; your interest in Elastic is appreciated immensely! Read more

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A ray of hope from Levi’s and Walt Whitman, courtesy of Wieden+Kennedy


Since the world we live in is constantly changing, I guess it’s pretty easy to feel that anything from ‘yesterday’ is irrelevent. I recently read a critique of one of my clients’ latest ad campaigns, where the facets included a couple of really cool and interesting microsites. The critical comment said, “Microsites are so five minutes ago.” It made me think, my how some people love to hear themselves talk, even when their words make no sense. Earlier this month, Wieden+Kennedy Portland launched an arguably fascinating initiative for Levi’s called the GoForth campaign, which features the “America” spot I’ve embedded above. Read more

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Oct. 15 Blog Action Day Post on Poverty…

Blog Action Day is an annual nonprofit event aiming to unite the world’s bloggers, podcasters and videocasters to post on the same day about the same issue. For this year, the goal is to raise awareness and trigger a global discussion on the topic of poverty. To me, this horrifying circumstance quickly translates into powerlessness and need. Helping those on the street or without is something I care about, and over time, I’ve identified some practical activities that really help address poverty. The best of these ideas are provided below, along with the hope that we will all rally together today and tomorrow to ease suffering everywhere.


. See someone in need? Do a good deed. Many of us steel ourselves against those who hold “will work for food” signs… or hold out their hands. After reading a powerful book called My Life on the Street by “Joe Homeless,” I realized that it takes a lot of guts to ask for help, and for whatever it may be worth, giving something always makes me feel better than any other alternative.

. Click every day. TheHungerSite.com is an amazing website which for years has given each of us the ability to “click” each day and thereby enable the giving of food to the hungry. I encourage you to bookmark the site and make it a daily point to visit, and to shop their gift store on special occasions. Another great site is ripple.org — which also exists to harness the power of internet advertising in providing a tool for people to help others. Painless, effective… brilliant.

. Search the web — give to charity. GoodSearch.com is a Yahoo!-powered search engine which donates 50-percent of its revenue to the charities and schools designated by its users. Use it to get proven search results and have advertisers donate money to your cause.

. When in doubt, give to the Red Cross. The American Red Cross is a humanitarian organization led by volunteers and guided by its Congressional charter and the Fundamental Principles of the International Red Cross and Red Crescent Movement, and it is committed to providing relief to victims of disasters and helping people prevent, prepare for and respond to emergencies. Can’t afford to send money? Give blood — “the gift of life.”

. Choose charities your group can benefit. Each year, I research a new group of charitable organizations to send gifts to on behalf of my clients at the companies ATTIK, a52, Elastic, Rock Paper Scissors, Nonfiction Spots, PostWorks, Shilo, Stardust and Tool of North America. A main tool I use for this research is www.JustGive.org, a nonprofit committed to helping people connect with charities and causes they care about. In the past, we have gifted the Partnership for the Homeless, World Hunger Year and the National Coalition for the Homeless. Use JustGive to learn more about each of these and the many other remarkable organizations who are making an impact on the lives of the poverty-stricken every day.

Thanks for the inspiration and the memories, blogactionday.org.

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Great work: Honda Fit “Food Chain”

I’m very proud of my clients’ contributions to the broadcast elements of the high-profile, cross-media Honda Fit ad campaign from ad agency RPA. Enjoy the “Food Chain” spot which has been featured in the top international trade media outlets since first debuting back on Apr. 20.


Directed by MJZ’s Phil Joanou, editorial is courtesy of Spot Welders’ Brad Waskewich, the award-winning Los Angeles visual effects and design company A52 provided the spot’s design, animation and effects work, and the end-tags were created by bicoastal Stardust Studios. Bon appétit!

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Help Lance Armstrong help humanity today…

It’s been almost two years since my clients at visual effects company A52 and editorial company Rock Paper Scissors worked with director Jake Scott and ad agency Wieden+Kennedy to create the phenomenal Nike “Magnet” ad starring Lance Armstrong on a training ride, which captured the hearts of millions of people around the world. Since posting the story about A52’s work on the project, I have received email from people around the globe every week, telling me how inspired they were by the work, and acknowledging how phenomenal it was to see Lance riding on for so many cancer survivors, young and old.


Around the same period of time in ’04, I learned about The Fireflies, a cycling group which rides in Cannes, France, each year to raise money for leukemia. Today, Tool of North America’s managing director Phillip Detchmendy, who is a member of this group, forwarded me a message from Lance, via the Lance Armstrong Foundation. This message raises dire issues about the President’s proposed 2007 budget, which will slash funding for cancer research and survivorship programs, and other vital initiatives. If you’ve lost someone to cancer, if you know someone who continues to fight against it or perhaps you are inspired by Lance’s living legacy, please check out this message and follow its links to contact your representatives in Washington to help fight these cuts; all things considered, it may one of the most important actions you’ll ever take….

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December 1 is World AIDS Day…


I’m doing my little part to promote World AIDS Day, which is today. You can click here to learn more about the official activities taking place to promote awareness and disseminate the latest information about HIV and AIDS.

I’m very proud to say that my clients at commercial visual effects company A52, commercial editorial company Rock Paper Scissors, global creative agency ATTIK and “one source” post production company PostWorks, New York have recently joined with me to provide a financial contribution to the Elizabeth Glaser Pediatric AIDS Foundation. This non-profit group is currently waging an aggressive campaign to accelerate the response of the United States to children living with AIDS around the world. Any contribution large or small, to this organization or any other that is actively addressing the global AIDS epidemic, will be greatly appreciated.

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