My kickass sick mail

Thursday I wasn't feeling good when I woke up, but I thought it would pass as the day progressed. It didn't. I tried toughing it out and faltered after the first group presented in the Fantasy Teams class. So I went home and slept. Before I did that, I sent the following email to to my evening class professor.


Subject: Tonight! Tonight! Tonight will be the night...

Body: That I won't be in class. Sorry (professor's name). The biohazard team wouldn't let me leave the building. However, I have sent my goodwill ambassador (my partner's name) to represent me. Her schizophrenia should cover us both nicely for presentation tonight.


I had great fun writing that. Now if only I could get paid for it.

My first Baddies

I have arrived home smelling of smoke and having been butt brushed way too many times by more guys than girls. But still, I couldn't be more pleased. I meet new people and had a great time.

I'm not sure if I've covered this in a previous post, but just so you understand were I'm coming from, I'm slightly agoraphobic, so this was an overwhelming success.

Taking it from the top, this wasn't a right off the bat type move, but a gradual occurrence of events. Previously, I'd been called into Dan's office on concern of my grades. I'm not flailing around and about to drown mind you, but last quarter was less then stellar. We talked and he said, "You have to get over the fear of the wood chipper." He also mentioned that I had a formulaic writing style. That I was attacking advertising as a math problem. "In advertising, the is no one answer. There are multiple answers." He was right.

My buddy, Chris H, has been telling me for the past couple of quarters that I "needed to loosen up." My partner Jes succinctly said that I "had a stick of half lit dynamite up (my) ass." And tonight Shana said, "Sometimes it feels like you're trying too hard." They're all right.

But that's why I went tonight. Sure, I don't drink or smoke, but I had an awesome time meeting new people and hanging out with old friends. I even got into the spirit of the baddies by writing some horrible ads. One for sticky title floors and the other for an alternative use for Smuckers. I don't know if anyone read them, but if they did, I hope they got a good chuckle.

Shana, a personal thanks to you. Without knowing that I had at least one view from someone other than myself, I would have probably dumped this whole blog. We all need a creative outlet other than our work and this is one of mine.

Personal note: Alot of people came up to me and asked if I drank. The answer is no. Yeah, my religion says stuff against drinking, but it's not a rule, just a health guideline. But that's not the reason. I have an addictive personality, so I don't want to risk it. Plus, I've seen how stupid people get on the stuff. I'm not saying that you shouldn't do it or that I'll think any differently of you if you do, I'm just saying it's not for me.

Sometimes, if not most of the time, failure is the best teacher

One of good friends didn't have an absolute rocking panel and that was part of the discussion at Taco Mac. When we questioned why we didn't help him out when we saw it coming, there were a couple of answers we came up with. First, we didn't know how to flag it down. After all, the professors loved the idea and the writer believed in it. Second, sometimes it's good to fail.

We didn't say the second part out of smite, but rather knowing it's better to fail in a teaching environment before getting out into his career. It'll make the writer a stronger creative in the long run and that's what we want for him.

We are a kick ass crew

So one year of ad school has past. 4 quarters at the circus and my brain is about to explode from all the information that has been crammed into it. Quarter 1 was all about getting into the flow of the work load and thinking about the what all goes into making an ad. Quarter 2 was the laying of the ground work for the future, working in teams. Quarter 3 was about pushing the boundaries (at least for me), going beyond the safe zone. To stop mimicking what I had seen and start to make something new. Quarter 4 was about the simplification of ideas, introducing products and simple benefits.

Panel went as expected. Some of the pieces I took in were a joke and others were filler. I know I might get knocked for that, but I wanted to show them that I worked hard, even though I might have spread myself thin.

The website I designed was a bust. Mainly because due to the lack of framing and clear navigation. That and it really didn't sell a product, one of the basic rules of advertising.

TV spot was a stretch. It didn't demonstrate how Rockports were "Tough shoes for Tough times".

Artex ELT was a toss up. They liked the basic concept behind the tag "Change how the story ends" but the body copy read different.

Nutella was a panel bust, but I knew it was wrong. We were coming at it from the angle that we were introducing what the product was to the people and not the experience of it, per our professor's suggestion. Should of gone with the experience. What I envisioned was a Ferrer Roche "Gods" ad. The experience of food is greater than the benefit of food.

Comodynes tanning was beautifully art directed, but they didn't love the line. The line wasn't perfect, I agree.

Sumo had one win out of three. They didn't like the concept of preparation, but they wanted to see how life would change when it was already in your possession.

Puma was the hit of the evening. No surprise. The line was rockin' and so was the art direction.

I think that covers the main points. Already, I can tell that my writing has gone on break. My mind isn't forming sentences clearly and I feel that anyone who reads this will be stumbling over my words, as they hardly flow.

Note to future ad students: Never, I repeat, never take a professor's concept. Especially one that has been in the field for 10+ years. It's our job to come with something new and exciting. They are there to guide us. Not direct us. Listen to what they have to say about copy and art direction. Listen to their suggestions and weigh them. Eventually you'll get to the point where you know in your heart, gut, or head what makes a good ad and what should be burned.

I am kind of hard on myself for this quarter. I had two weeks prior to the last week where I was just completely out of the loop and didn't really write. I should always write. Write and refine. I came down to the last week and spent hours firing off lines to my ADs and they came out crap because I didn't take the time to refine them.

There is a part of me that claims that it was a social experiment. I had spent prior quarters working, refining endlessly and felt that I was talking in a snooty, over educated tone. This quarter I tried not to overthink and just write.I guess that's all well and good, as long as that "under"thinking also has time to be refined. Even the common man has an appreciation for clear communication.

After panel, a group of us copywriters hit Taco Mac and reviewed the past quarter and the past year. Topics ranged from haircuts to favorite memories to the random gossip of the school. And even though I don't drink, it was nice to get out with a small group. So here's to you Adam (Action) J, Adam (AE) Elijah, Erin C, and Ash C. It was walking through the parking garage, en mass and then breaking off, that I realized that we're a kick ass crew.

Never be afraid to admit wrong

It's pretty late and I should get to bed, but I keep looking over my writing and spotting typos and grammatical errors. I'm sure there's even a couple in here, but they'll have to be save for a later time.

"Write while your on fire. Edit when you have cooled off." - Tru'Zen (I'm sure I'm stealing this from someone else)

I speek good engrish

First of all, no, I am not making a stereotypical joke but rather acknowledging that it's out there and applying it to my circumstance.

------ Real post ------

I am full America. 100%, born in SoCal, lived in Michigan, studied in TN and GA. Granted my mom is Filipino, but all that was ever spoken at home was English, except when she was on the phone to her relatives. So what's wrong with my English? I am sure I am one of many people who often times write "their" when what they really mean is "they're". And it happens with other similar sounding words. It's no fault of the education system, it's just that my brain wants to communicate faster than the rest of me. My girlfriend made me aware of this fact when she pointed out that sometimes I stutter. I'm not self conscience about it, but rather more self aware now. It's a little frustrating when you have a lot to say with hardly the capacity to say it all with the meaning and emotion that you want to convey.

I will not become an advertising god

I recognize that there is a vast amount of talent all around me and I can see people going far here at the Circus and farther in their careers, but honestly, I'm not going to be one of them. Not that I don't want to work hard and get far in the business, but I doubt that I will become a career god. I will not be a Bernbach, Burnett, Ogilvy, Saatchi, or Chiat and that's not negative thinking folks. It's just not what I want out of this life. So many people think that their careers are their lives, but that's not how I want to live mine. I want to be a good husband first, a loving father second and an upstanding citizen third. It's may seem like idealistic 1950's crap and maybe that's why often times I feel like I've been born in the wrong century. We've gone from a society of men who carry pictures of their kids to ones that check their stock every 5 minutes. I'm making the choice to be the former.

"“Money is a terrible master but an excellent servant” - PT Barnum

"Become a shameless self promoter"

Two of the greatest men in the entertainment business knew this: PT Barnum and Harry Houdini. The quote also goes well in hand with "The greatest power on earth is that of gossip."

Applying these two quotes to my life, I'm doing a social experiment, using myself as the guinea pig. Though a combination of actions and stories (all real, but all decidedly chosen), I am seeing if I can create a mostly positive, almost mystical, reputation. The reason for this documentation is to show that a reputation can be custom built.

Ground work
1. Work hard
2. Rarely party
3. Keep mostly quiet
4. Being helpful both in general and with technical work

Intermediate
1. Personal stories
a. Suspension from school for a weapon
b. Almost getting sent to juvie for computer hacking
c. Personal injuries ranging from the chivalrous to the inquisitive
2. Eventually creating a unique style of dress (probably won't happen before I leave the circus, but the groundwork will hopefully be put in)

Advanced
1. Falling asleep in the trunk space of a suburban driven by a New York Marine in full "let's go" fashion
2. Reading alot (particularly reading the graphic novel Watchmen in two days)

Note the ground work wouldn't change as that is who I really am, but those are listed there to show what sets me apart initially. The rest of my actions are handpicked with the social experiment in mind.

Speak when spoken to

I am not sure if this is noticeable to my fellow creatives, but rarely do I offer critiques in front of the class. Reasons for this are: 1. It takes me a while to convey my precise thoughts and 2. By the time I have formulated what I've wanted to say, it's most likely been pieced together by the class and the presenter. Granted, there have been times where I have not agreed with what has been said in class, by either the class or the professor, but I do recognize that this is a subjective field and that I am still rather inexperienced at knowing what a good ad is.

I believe that it was at the end of my 3rd quarter here at the Circus that Bob Morrison told me that I had a combative spirit and that I should give way to at least hear what has to be said and then take it for what it's worth. I wonder if I haven't taken it too far and become a door mat of ideas, taking sh*t, but not really giving any of it out.

If anyone wants my honest opinion, I'll be around.

"A slap in the face is better in the long run than a pat on the back" - Whatever You Think, Think Opposite

Baddies 2007-Present

Ah, the Baddies. For those of you unfamiliar with the concept, it's the after party to the Creative Circus' student show held at Famous Pub. It's not officially associated with the school, so don't and call the accreditation committee. It's just a student tradition.

But for all the glory of the ads, basked in beer and comradery, I doubt I will ever experience it. Part by choice, the rest in fear. Though I haven't been diagnosed, I am 99% sure that I am an agoraphobic. Not so severe that I can't leave my house, but enough to the point where I hardly go to new places. And it's not new places alone, but places with alot of people in a small space. I guess it's a combination of agoraphobic and claustrophobia. And for someone who doesn't drink and doesn't party, the Baddies isn't a place for me unless I'm going to be a designated driver (for your information, I can't drive stick, so those people are out of luck) and/or a wallflower.

Come find me if you want someone to talk to, who'll actually listen, or if you want to have a friendly discussion or debate.

"Listening is becoming quite a lost art form"

I bow before good food ads (Good applying to the ads)

I really have to applaud people who can sell food products. And not just any food products, but more in the junk food vain. This appreciation comes from working on Nutella this quarter.

Angelle and myself love the product and have experienced the nuances of velvety chocolate-hazelnut spread. But trying to sell the product to the "caveman" was an absolute pain. "Boil it down, boil it. Simplify." That has been the message of the quarter and especially for Cohen. I appreciate this because I know that my college essay bullsh*ting doesn't speaking to the masses, but it an absolute pain for food. The basic benefit of food is that is tastes good and fills your stomach.

I will say that my favorite food ads have been 5 gum and Skittles. 5 because of their ability to convey the sensation of the gum in a fun and imaginative way. Skittles because of the absolute absurdity of the ads. My favorite being the "Touch of Skittles", where the guy can't touch anything without it turning into Skittles.

On the flip side, the ones I hate are Burger King's "King" mascot and Starburst's "Berries and cream lad". I know I'm going to get flack for this, but everyone is entitled to an opinion in a subjective industry.

The BK King scares the sh*t out of me. Why? Because the face can't show any other emotion than a plastic smile. Comparing BK to their competitor, McDonalds, at least Ronald can show emotion. BK seems like a me-too mascot that isn't really needed, unless he's gear towards the kids, in which case I'm not the target audience and therefore "I don't get it".

Maybe the same holds true for the "Berries and Cream lad", but I just can help but wonder why you would make someone make dress up like that and make them sing an idiotic song. Going through the song/verse once was fine, but repeating it with more gusto just made it more grating and sad to me.

"A picture's worth a thousand words. But a great picture can say everything."

Right now I am working on getting my work ready for panel in three weeks time and what has been drilled into my head this whole quarter is "Simplify, stupid". Not in those terms, but that's the message. Advertising is not an art where only 5% of people understand it. Good advertising is where everyone understands it. And in order to get it to the point of where everyone understands it, you have to simplify it.

To quote Bob Morrison, "Go out and hang with drunks. They'll give you an indication of what's a simple message." If drunks understand what your getting at, you got a simplified message.

So relating this all back to my work, I'm working with my AD partner Sarah on Artex Emergency Locators. She pitched the idea of having a thumbs up appearing out of the aftermath of an avalanche. Me, being the CW thought about what I could say in the headline. The more I thought about it, the more I felt that my writing really wouldn't add to the message of the photo and might actually detract from it. Of course selling a product, the name has to be in the corner and I do have, in my humble opinion, a kick ass tag.

Am I being lazy or should I just let it go? It's simple, conveys the point and with the kicking tag, it's a complete package.

Okay, so I haven't post the tag for fear of it being stolen and used in a campaign and then when I take it to panel, they'll say that they've already seen it, but I might as well share.

"Live to tell the story"

There. If someone has seen it before, let me know. I might have to go back to the writing board, but that might force me to make an even more kicker assier tag. Yes, kicker assier.

A nod to the Chris

I would be faulted greatly for not giving a nod to the Chrises. The Chrisi. Okay, I don't know how to do the plural of Chris, but these guys have really made the Circus a totally kick ass experience.

First nod to Chris Hansen. This guy gives on all levels. Seriously, he basically fed me for a month. Then this guy is willing to look over anyone's work and give advice, but won't step on anyone's toes. And when it comes to panel, he floods the judges. On average, I take 20 pieces. This guy, he takes 80. Granted, he's got more on the line, but still he gives it his all.

Second nod to Chris Love. They say finding an AD you can work well with is like a good marriage and I've been fortunate enough to find a kick partner. We pull together, toss ideas, nothing's rejected and no one stakes a claim as being the true originator of an ad. And he can take my thoughts and actually make them tangible outside my head. That is what is truly kick. And for the extra work on my individual panel pieces when he was done with his panel, a definite kick ass partner.

A new quarter, a new cut, the same results

As I begin my 4th quarter at the Creative Circus as a copywriter, I coming to the realization that I may not be making the connections I need to. With my fellow classmates, I mean. I am not a partier and it seems like the only real bonding happens over a couple of drinks. It's the advertising version of business or medical golf outings. Alliances are formed and arrangements are made over a pint.

It was noticeable late last quarter, but even more so in my first class yesterday. I was "the fat kid". As soon as the professor gave the go ahead to form teams, it was an instant chemical boil around me and all the hidden alliances became visible. And it's often that I draw the short straw with an odd count of students.

I will say that I am glad to draw Andrew Harper however. His glowing reputation proceeds him and I am not afraid to say that I am a bit intimated. Word is that he is a quite capable writer and director.

I hope that I am building a stronger reputation for myself by being at the school almost all day, taking books out from Heddy and committing to cranking out the work, no matter the hours. I hope I'm making the right connections at least.

So who do I write for?

Something that's bothered me is who I should be writing for. My first couple of quarters at the Circus, I wrote for the classes. Currently, in the start of my third quarter, I'm writing for the consumers/creative directors.

In a sense, I feel like I am dumbing down my writing to make it more accessible to the masses. After all, advertising is a mass medium. But if I patronize people in my writing, aren't I disenfranchising my readers and not holding true my individuality?