executive creative director
Arnold Worldwide
1) Focus. With every new toy that enters into the marketing sandbox these days, it’s more important than ever to stay focused. I’ve witnessed far too many clients chase the new toy with little regard for how it fits into their communications plan, their budget, or even their narrative. The result is a splintering effect that deteriorates the quality of the work. Somehow, the educational purposes of events like F8, the Facebook Developer Conference, are turning into a shiny buffet of bells and whistles for sale. While I applaud all of our desires to innovate and move at the speed at which the Facebooks of the world do – the simple truth is most brands can’t. They can’t chase every tail that wags. They need to, now more than ever, focus. I’d argue that discipline will be the greatest challenge for marketers in the next year or so. They will get far more credit for doing one thing really well than if they do a bazillion things haphazardly.
3) I personally think the new Adidas strategy is genius. It boldly recognizes the powerful role sport has in defining culture, and celebrates individuality in an industry that typically doesn’t. What’s more, it doesn’t feel like an advertising platform. It feels authentic to who they are. Think about it. Run-D.M.C. talked about their Adidas. Not Nikes. Adidas is and always has been a part of the creative culture. Now, they come out and say it ain’t all about sport – the team, the hard work, or the sweat. All of that is fine if you want to win a game. But, if you want to win bigger than that… if you want to become an icon and stand out… then be a freak. Be a character. Be polarizing. Be a creator.
This arguably is an anti-sport strategy. It’s an anti-performance strategy. It’s a strategy that honestly acknowledges the role sport has in the greater landscape that reaches far outside the confines of a basketball court. It took guts to admit that, and then even more to salute those athletes who are the true curators of culture.
“Heretic” and “Maria” Set As Red Carpet Premieres At AFI Fest
The American Film Institute (AFI) has announced that Heretic, the psychological thriller starring Hugh Grant, and Maria, based on the life of opera singer Maria Callas starring Angelina Jolie, will round out the Red Carpet Premieres section at this year’s AFI Fest. The Heretic Gala Screening will take place on Thursday, October 24, and the Maria Gala Screening will be held on Saturday, October 26. The complete Red Carpet Premieres section includes the world premieres of Music By John Williams, Robert Zemeckis’ Here, Wallace & Gromit: Vengeance Most Fowl and Clint Eastwood’s Juror #2. All Red Carpet Premieres will take place at the historic TCL Chinese Theatre. The full lineup for AFI Fest 2024 will be unveiled on October 1.
“At the heart of AFI Fest is an unwavering dedication to celebrating the best in global cinema--together,” said Bob Gazzale, AFI president and CEO. “We look forward to uniting artists and audiences once again to be inspired by the art form in a powerful sense of community.”
Heretic follows two young missionaries (Sophie Thatcher and Chloe East) who are forced to prove their faith when they knock on the wrong door and are greeted by a diabolical Mr. Reed (portrayed by Grant), becoming ensnared in his deadly game of cat-and-mouse. The film is directed by Scott Beck and Bryan Woods and produced by Stacey Sher, Beck, Woods, Julia Glausi and Jeanette Volturno. The film will be released nationwide by A24 on November 8.
Directed by Pablo Larraín, Maria presents a tumultuous and beautiful depiction of one of the world’s most renowned artists and reimagines the legendary soprano in her final days in Paris, as Callas (Jolie)... Read More