Shining light on the homeless.
Spend time in Santa Monica and you will come across a dozen homeless people on the way to coffee in the morning. It's harder to find the homeless here in Richmond, but it's a huge problem. Homeward is a shelter, serving Central Virginia. Mark Brye, a madly-skilled art director, created these posters to help bring awareness. His idea: what if we made comic books about the victims and gave them special powers. Matt Wieringo is the illustrator. Writers: Ken Marcus, Neel Williams, Rebecca Renner. The series Won Best of Show print at the 2009 Richmond Show.
Some more directing.
A new campaign for the reel, featuring PING's testing robot and the grandson of the man who invented him.
Houston, we don't have a problem.
We are humbled by the news that wechoosethemoon.org was just chosen site of the year by the FWA. Thank you. Congrats to the combined team of Martin, Domani, AOL and The JFK Library and Museum.
Design for Obama.
Last night at Taschen, Spike Lee signed copies of his new anthology, Design for Obama. One of the posters we did for the Obama Virginia State HQ last year was chosen for the book. Nice. Cool to meet Spike, too. Thanks to Lee Dayvault, my talented AD on the series.
Spike left for the Yankee game moments later.
The poster that made the book. The series was posted here in May 2008.
Spike left for the Yankee game moments later.
The poster that made the book. The series was posted here in May 2008.
Verbal warfare.
Walmart sells more video games than any other retailer. Last year for Madden 09, we created a "Smack Talk" rivalry between two gamers named Nick and Steve. The spot was a huge hit virally. This year for the intro of Modern Warfare, we brought back the guys, but added even more content including Office-style back stories for each. I directed the three virals shown here with Brian Aldrich through Furlined. Art director: Adam Stockton Copywriter: Trent Patterson Producer: Darbi Fretwell Editors: Adam Svatek, Andrew Leggett, Beast/LA
Nick, the Single Guy Gamer, calling in sick.
Nick, the Single Guy Gamer, calling in sick.
A little thing from the world's biggest company.
We all know that the little things in life can add up to make a big difference. That has been the driving force behind our strategy for Walmart and the tagline “Save money, live better.” We wanted to put that thought into a larger context outside of our day-to-day tactical work. The creative team, Dave Muhlenfeld and Brian Williams, had the thought that music, combined with the right lyrics and visuals, could bring the emotional heft we were looking for. The team added a poignant element: each line of the song would be sung on camera. The result is a celebration of life’s precious moments. And a tribute to Walmart’s commitment to provide a higher quality of life for millions by helping them save money. CD: Nancy Hannon, Joe Alexander Agency Producer: Shelly Eisner Director: Mark Malloy, Furlined EP: George Meeker Editor: Robert Duffy, Spotwelders Music; Elias
He was our insurance policy.
The healthcare debate continues. But there was no arguing Ted Kennedy's passion for universal care for all. He was a great man and we will all need to step up to somehow replace his important voice. We can do this. Tribute ad created for the JFK Presidential Library in Bsoton. Art director: Sarah Rowland. CD/Copy: Joe Alexander.
3 went in 1969. 1.25 million went in 2009.
We landed on the moon last night! According to Google Analytics, over 1.25 million unique visitors jumped onboard wechoosethemoon.org from launch on July 16th to landing July 20th. A grand success - and the numbers are just coming in. Congrats to our amazing team at Martin, Domani, AOL, JFK and so many others. It's been quite the ride.
Are you going to the moon?
As part of the 40th Anniversary of the landing on the moon, we're going to celebrate by going back - in cyberspace. On July 16th, 2009, exactly 40 years to the second, we are recreating the Apollo 11 mission online. You're invited to climb onboard with Buzz, Neal and Michael by going to a special teaser site. Sign up for email, download the app, follow on Twitter. Just go to wechoosethemoon.org. it's going to be a blast. Art director: Brian Williams. Copy: Wade Alger. Producers: Norma Kwee, Darbi Fretwell. Production Company: Domani Studios, Brooklyn, NY.
We are doing it because it is hard.
1962. John Kennedy declares America is going to the moon. And we're going to do it not because it's easy but because it's hard. (Or, haaaaad.) The speech is still inspiring 40 years later. So much so, it inspired a very talented team at Martin to come up with a beautiful magazine campaign, now finding it's way into national publications. Art director: Brian Williams. Copy: Wade Alger. CD: Joe Alexander Producer: Jenny Schoenherr. Art Buyer: CIndy Hicks.
A world with more birthdays.
Cancer has become so much a part of our lives, we have become somewhat numb to its dangers. We've gotten to the point where maybe we have simply accepted it as inevitable. Someday, somewhere, somehow, it will touch us. The American Cancer Society has been fighting against cancer for over 100 years. We just finished a new campaign for them, the idea being that despite the relentlessness of the disease, we should have hope. Not blind faith in a cure, but a quiet faith in imagining a world where cancer is less of a killer and more of a nuisance. A world where we celebrate more birthdays. Writer: Ken Hines Art Director: Kevin Ragland Producer: Molly Schaaf Director: Mike Mills Editor: Angus Wall Music: HUM/LA
Golf pros are funny. Really.
Had a chance to do more directing in February. We cast in LA, shot four spots in one long day in Phoenix, edited in LA. The spots are running on The Golf Channel and recently were selected for Creativity creativity-online.com/work/view?seed=78a91cdf Producers: Darbi Fretwell, Jess McMahon. Production Company: Original Films. DP: Geoff Madeja. Editor: Adam Svatek, Filmcore/LA.
Obama wins. Again.
A couple of things Conscience produced for the Obama campaign recently won cannonballs at the 2008 Richmond Show. We made these posters for the local Richmond chapter of Obama for America. Art director: Sarah Rowland. Writer: Joe Alexander
A busy start to 2009.
Been neglectful of posts. Busy as snot, as they say in Minnesota. This is a series for PING's 50th anniversary, A half century since Karsten Solheim invented the first "forgiving" golf club in his garage, making the game easier for all of us. Art director: Matt Davis Writer/CD: Joe Alexander.
Back in the saddle.
My first "advertising" work since returning from the heart attack. Was really a kick to work with a new partner, Nancy Hannon, one of my favorite new people in my life. Just a great energy and talented. Brad Silberling (http://www.imdb.com/name/nm0797869/) directed. Great touch with the kids. It's nice to be back at work, but boy, do i miss the campaign. Rick Lawley of Whitehouse/LA, editor. Jenny Kennedy, agency producer. Steve Bassett, Creative Director.
The joy.
This photo says it all. The joy on our faces, captured moments after CNN projected Barack Obama as the next President of the United State. To my beautiful wife: thank you for sharing the hours, weekends, ups and downs, rallies and finally, election night with me. We are the ones we've been waiting for.
The vols.
We supervised an Obama staging location from the deep Richmond/Southside for most of October through Election Day. So many things stand out about our experience. The dedication and passion of the vols are what I will most remember. Here's to all the volunteers who passed through our location, knocking on doors, talking to voters, hanging door hangers, getting the vote to the polls. To all of you: thanks for being the change you wanted to see.
The staff.
I had a heart attack in July. I'm recovered and back working. But the nearly 3-month break from my agency job allowed me to volunteer almost full time for Barack Obama's campaign in Virginia. What a lucky break. To work on this historic campaign and help turn Virginia blue for the first time since 1964. Amazing. I tried to take as many photos as I could, posting a few here. The paid staff at the HQ in Richmond was so inspiring. Most are going to work for the admnistration. Thanks to all for the chance of a lifetime.
Sean, my FO for Richmond Southside. 19-years-old going on 40
Kristen, Field Organizer for Richmond City and Church Hill. You will go far.
Ashley, Deputy State Field Director and her top assistant, Nick. Great job, guys.
Sean, my FO for Richmond Southside. 19-years-old going on 40
Kristen, Field Organizer for Richmond City and Church Hill. You will go far.
Ashley, Deputy State Field Director and her top assistant, Nick. Great job, guys.
The Obama creative explosion.
Wasn't it amazing to see all the unofficial Obama ads, music, video, paintings, viral, clothes, content? The guy unleashed so much creativity in so many around the world. We jumped in with this viral, via Oh Hello, a talented animation house in Seattle. I think it stands apart from much of the Obama work because it's grounded in the good old Constitution - a document our outgoing President didn't care too much for. Production Co.: Oh Hello. Creative Directors: Dan Brown/Thai Tran/Joe Alexander. Producers: Nathan F. Barr/Darbi Fretwell. Music: Matt Hutchinson
Taking the leap. Kinda.
I've been fortunate to direct a couple projects the last year or so. It's something I'd like to do more of. (Join the club, right?) I love the collaboration and process. Having 15 years of experience as a writer and CD, I think I bring an understanding of agency fears and expectations - from the first call to the treatment to the pre-pro and shoot. if I could pick a strength - and I'm using the word "strength" very loosely - it would be working with talent, bringing out performance, nuance, listening for the sweet spot in the script or idea. I guess I'm just looking to shoot boards I like and with people who care.
The fierce urgency of now.
I have been spending as much time as I can volunteering for the Obama campaign here in Virginia. I'm doing whatever they ask: phone banking, canvassing, making flyers, networking, organizing events. My boss Sean is 19. 19? These kids are my heroes. The work is hard, yet I can't think of more important work than this. There is an urgency, an importance. I guess I feel a duty - as corny as that sounds - to do my part.
Bike spoke cards we produced for a bike canvass in Richmond.
Working the phone in the Virginia Obama headquarters. The posters on the wall we produced early this year and are up in offices all over the state. Check them out under the entry "After 8 long years, hope."
Sarah and I have canvassed many weekends, going door to door registering voters. The work brings us to some of the most neglected areas in the whole South.
Bike spoke cards we produced for a bike canvass in Richmond.
Working the phone in the Virginia Obama headquarters. The posters on the wall we produced early this year and are up in offices all over the state. Check them out under the entry "After 8 long years, hope."
Sarah and I have canvassed many weekends, going door to door registering voters. The work brings us to some of the most neglected areas in the whole South.
We are all connected.
Richmond is a pretty insular Southern town. But The Richmond Forum is an outstanding speaker series that attracts leaders and thinkers from around the globe. The Forum asked us to revise their outdated opening with a video that welcomes the audience. Something that sets the mood for the night and in a way, congratulates for being there. Our idea was quite simple, but not so easy to pull off on a shoestring. Thanks to huge donations from Corbis and Kyle Cooper with Prologue. Writer/Director: Joe Alexander. Producers: Steve Humble, Val Battenfeld, Holly Flaisher.
Kids say the greenest things.
Getting 450 people at an ad agency to become more green is challenging. Slowly, we're changing behaviors. We're recycling more paper and plastic. We're making less copies and more digital presentations. We just held our first Organic Market. We have new bike racks. The green kitchen is doing great. But we keep thinking: how can we persuade a pretty habitual bunch to care even more about the planet? They have enough life or death stuff to deal with - this is advertising, after all. Every year, we hold Take Our Kids Work Day at the agency. This year, we had a ton of kids participate. The theme, naturally, was "Being Green." Lightbulb!! What if the kids did our job for us? Maybe they can tap into the emotional benefits of being green. The result is posted below. Kids, well, they are fun to shoot. You expect little surprises and they happen every time. Producers: Darbi Fretwell, Norma Kwee. Writers: Norma Kwee, Joe Alexander. DP: Jim Vaile. Editor: Scott Malkie. Music: Singing Serpent. Director: Joe Alexander.
A new web home for PING.
PING GOLF has been a client since 1996. The game has seen a lot of changes since then. (We were still selling wood "woods" back then.) The great thing is, this little family-owned company in Phoenix is still the same. Honest. Brave. Passionate. And above all, innovative. Designing a brand site for them was years in the making. But we just put up phase one. I think it fits their brand to a tee. It's elegant, simple, fun and full of stuff. We are in the process of designing and executing a community area that will offer a deep, rich and engaging area for PING players to have fun. Site link at right. Creative team: Pete Samuels, Ed O'Brien, Michael Reginelli, Dave Padgett, Joe Alexander, Sandra Nam, Eric Hansen, Brodie Rich. Production: Firstborn, PING, The Martin Agency, Filmcore, HUM.
JFK wins at The Kelly Awards.
The 30 best magazine campaigns of 2007 have been selected and the "Ticket" campaign for The JFK Presidential LIbrary has been chosen as the best single page winner. Go to kellywardsgallery.org (link to the right) to view all the finalists. Pretty nice company. Art Director: Lee Dayvault. CD/Copywriter: Joe Alexander
After eight long years, hope.
Finally, it looks like Obama will survive Hilary and begin his campaign against John McCain. What a blessing to have a leader of his grace, vision and intelligence at this time in history. I have been lucky enough to have worked on the John F. Kennedy Library and Museum for the last 12 years. I've read close to a 100 books about JFK. I understand the man and Obama possesses many of the same attributes. Optimism. Grace. Reason. He is also coming along at a very similar nexus in our history. The world is ready for change. We need a leader that inspires us to be better people, parents, students, leaders and citizens. January 20, 2009 will be an exciting day in our planet's history. AD: Lee Dayvault. CW/CD: Joe Alexander
Saving the planet on a budget.
It's not easy. Just Google Wal-Mart and let the bashing begin. Making commercials for a brand like this is not for every creative. Some just can't get past the reputation. But I'm an optimist. I don't see a bad company. I see a force for positive change. So I jumped at the chance to work on the Earth Month campaign. It's not One Show gold. But I think it moves the ball forward for the brand and helps move the conversation from "I hate Wal-Mart" to "I didn't know Wal-Mart did that." Read a review here: www.brandweek.com/bw/search/article_display.jsp?vnu_content_id=1003798259 Art Director: Ron Villacarillo. Writer: Lee Remias. producers: Dan Kaplan, Katie Chirgotis CD: Joe Alexander.
Lucky to be there.
The first spot I directed for MASN, the regional sports cable network, has won two Gold Awards in the Baltimore Addys. It now heads to the Regional and National sections. (It also picked up a Bronze in the Richmond Show.) The spot was created by Elevation in Richmond and done through The MVP Group at the Martin Agency. Writer: Aaron Dotson. Art director: Frank Gilliam. Producer: Melanie Cox CD/Director: Joe Alexander Production Co: Trademark Films, FLA/LA
The anti-ad school.
Nancy Rice, One Show Hall of Fame member, has a pretty novel thing going in Minneapolis. She is teaching the advertising craft to undergraduates at MCAD. Basically, these kids are getting world-class mentoring from great professionals - minus the 30k it costs to go to more celebrated ad graduate schools. We created these posters for Nancy with the idea being how you think and craft an execution can sometimes be even more important than the idea itself. In my opinion, at least, kids in the graduate schools spend so much time "power-pointing" their ideas with planners, account people, etc. that they never learn finishing skills. Art director: Daniela Montanez CD: Joe Alexander
Putting ideas to good use.
Printouts. Ink. Packaging. Toxic materials. Waste. Ad agencies leave an incredibly large carbon footprint. About a year ago, a group of us at the agency set out to reduce our emissions. The first thing: implement single-stream recycling at every desk. Cans, bottles, plastic, paper, newsprint, etc. all in one container. Now, we pick up trash on odd days only. The result has been a reduction in our waste and more recycled materials. Of course, we had to create some great posters to tell everybody about our new program. Art director: Jenny Lui. Writer: Rex McGubbin. CD: Joe Alexander
More than a book about an ad agency.
Mike Hughes is the President and ECD at The Martin Agency. He is my boss. He is a 2-time lung cancer survivor. A couple years ago, Mike gave a stirring commencement address at a college graduation. The topic was "work, life and balance in this crazy business called advertising." I read it and thought it could be much more. With the help of David Grindon, a young AD at Martin, we re-tooled the words for a broader audience, added some great photos and design, and created "Welcome to the beautifully imperfect company." We have given it to all of our employees. And every new hire will receive a copy. But what I love most? It's now on sale at Hennessy & Ingalls in LA. We hope to make it available to a wider auidience soon. I will keep you posted.
Brown. The new green?
UPS is an amazing company. I've been lucky enough to have worked on the account now for a couple years and have written all of the Whiteboard TV spots with the star and my partner, Andy Azula. What I find most amazing about UPS is their relentless pursuit of efficiency. Here's a spot that illustrates just how far they'll go to reduce their operational carbon footprint. See all the latest spots at ups.com/whiteboard
The good news.
The news hasn't been very good lately. Meaning, not many newspapers, editors, reporters and networks have been doing enough to uphold their constitutional "watchdog" responsibilities. Gossip is not news. Maybe the Newseum, now open in D.C. can help rekindle our love for reasoned, skeptical and objective reporting of the news. Writer: Kevin Dunleavy. Art Director: Amy Elkin, Mark Brye, David Grindon CD: Joe Alexander
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